Gibson boosts email revenue 120% with SAP Emarsys tools
Gibson has reported a 120% increase in email revenue and a doubling of email engagement after implementing the SAP Emarsys Customer Engagement platform as part of a broader shift to direct-to-consumer retailing.
The guitar brand, known for its prominence in the music industry and its connection to musicians such as Noel Gallagher of Oasis, adopted the SAP Emarsys platform to drive greater personalisation in its customer communications. According to the company, this approach has led to significant improvements in both revenue and engagement through digital channels.
Gibson noted a 50% uplift in email-driven revenue within the first year of using SAP Emarsys. The contribution of automated marketing to total revenue rose to 46% in 2024, up from 36% in 2022. Over the same period, Gibson saw a 27% increase in the overall impact of email marketing on business outcomes.
Recent research from SAP Emarsys indicates that email remains a key channel for UK consumers, supporting the brand's focus on enhancing its digital marketing efforts. The findings are detailed in the SAP Emarsys Consumer Products Engagement Report, which underscores the importance of email as a preferred channel for communication.
The ongoing Oasis reunion tour has sparked renewed interest in 1990s music and style, contributing to the continued relevance of Gibson guitars among musicians. However, Gibson's strategy extends beyond its cultural prominence, aligning with consumer expectations for personalised experiences. Citing the SAP Emarsys Customer Loyalty Index, the company pointed out that 60% of consumers remain loyal to brands that personalise interactions to their preferences.
Jonathan Martz, CRM Manager at Gibson, commented on the company's approach:
"At Gibson, we're building relationships with people who love music. SAP Emarsys has helped us tell our story more personally, and at scale, which has been key to the growth we're seeing," said Jonathan Martz, CRM Manager at Gibson, speaking during April's 2025 Personalisation Masterclass.
Martz described Gibson's investment in a diversified business model, citing industry data indicating that 45% of UK marketers see launching new channels for customer engagement as a priority for next year. Gibson has built upon email's status as a foundational channel by integrating data sources and expanding to additional channels such as mobile, apps, and physical retail. This allows the company to deliver targeted interactions across multiple touchpoints, tailored to customer preferences.
The shift to direct-to-consumer (DTC) has included a move away from third-party dealers. Gibson now focuses on driving sales through its online store, the opening of two experiential retail locations in Nashville and London named Gibson Garages, and the introduction of a dedicated learning app for guitar players. The company emphasised the importance of coordinating online and offline experiences to maintain ongoing engagement with customers.
Martz elaborated on this approach, stating:
"When someone walks through the doors of a Gibson Garage, it shows they're truly passionate about the brand. SAP Emarsys has made it possible for us to continue that conversation after they leave, whether that's through personalised emails, wish list updates, or learning journeys in the app," Martz added.
Looking forward, Gibson is preparing to launch a new loyalty programme aimed at rewarding and nurturing its customer base. According to data referenced by the company, new customer loyalty schemes and rewards are the second-highest priority for UK consumers, and more than a quarter (26%) interact with brands through apps in 2024.
Commenting on the brand's strategy, Daniel Hagos, Managing Director at SAP Emarsys UK, said:
"Building emotional connections is essential to long-term success. Gibson shows how heritage brands can scale digital engagement without losing the authenticity that makes them special. Their ability to engage buyers beyond the initial purchase - through preferred channels and immersive experiences like the Gibson Garages - demonstrates a commitment to creating exceptional moments and nurturing lasting customer relationships. As a marketing provider, we believe loyalty is earned through meaningful engagement, not just transactions," said Daniel Hagos, Managing Director at SAP Emarsys UK.
Gibson's focus on integrating personalisation across channels forms part of its broader attempts to create sustained engagement and foster long-term customer loyalty, while responding to shifts in consumer behaviour.