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Kimball Appliance Parts Email Marketing Case Study

Appliance Parts Distributor’s CTR Climbs 84% with Four13

The Project Brief

When equipment fails, service techs need the right part, right away—so the job gets done and the schedule remains on track. Kimball Appliance Parts has built their reputation on that kind of reliability, supplying OEM parts professional technicians depend on.

That standard applies everywhere—even in email. Staying top-of-mind with busy service professionals requires consistent communication, but maintaining that consistency takes dedicated effort. While SendGrid had been in place since August 2023, there was a clear opportunity to build a steadier sending cadence, strengthen list practices, and add more consistent reporting.

Kimball needed a partner who could handle execution—keeping email running reliably without turning it into a part-time job for their internal team. That’s when Four13 stepped in and built a repeatable process they could trust.

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The Solution

Four13 put a robust execution process around Kimball’s monthly emails. Kimball kept the wheel, setting the ongoing focus. Four13 took it over from there in SendGrid, executing concept, copy, design, build, scheduling support, and reporting. The outcome was a campaign workflow that could send on schedule without draining internal bandwidth.

To keep metrics moving in the right direction, the service included ongoing optimization recommendations. Among these were list hygiene work (including cleanup and suppression), deliverability monitoring, and audience segmentation testing. CTAs and layouts were likewise refined, guided by engagement trends. Routine reporting then made patterns easier to spot and next steps easier to choose.

Today, the work stays centered on monthly one-off campaigns, with room to expand into deeper segmentation and lifecycle automation as goals evolve.

Key Improvements

Monthly Execution Without the In-House Load

With Four13 as a dependable execution partner, Kimball moved day-to-day email operations off their plate. That gave them more room to steer strategy, further sharpening campaign topics and rolling priorities.

Stronger List Hygiene and Deliverability

Campaign performance was boosted by sound fundamentals: clean list practices, smart suppression, and ongoing deliverability monitoring. Regular operational cleanup reduced friction in the system, improving inbox placement and keeping the list healthy.

Reporting Designed for Action

Instead of post-send recaps that only described what happened, Four13 introduced consistent reporting that guided what to do next. Trends surfaced quickly, action plans were easier to map out, and optimization stopped being an occasional effort.

Campaign Refinements That Earn Attention

Each send landed cleaner with tighter structure and messaging. CTAs became clearer, layouts got cleaner, and content kept pace with Kimball’s audience. This meant less noise, more signal, and a smoother path from “opened” to “clicked.”

Ryan Miller

Sales Manager

“Four13’s email marketing has been a huge step up from our previous in-house attempts at getting a consistent email out monthly. Not only are they on top of the schedule, but they also take our ideas and make them better.”

The Results in Numbers

Across Feb–Nov averages, Kimball’s email metrics showed a remarkable step up year over year.

  • CTR: up 83.7% – more opens turning into actual clicks
  • Open Rate: held strong at ~45% – still 2×+ above the 18–22% benchmark
  • Bounce Rate: down 28.2% – fewer dead-end sends, better list quality
  • Spam Report Rate: down 42.9% – fewer recipients marking emails as spam
  • Unsubscribe Rate: down 22.8% – less churn as campaigns stayed relevant

83.7%

MORE OPENS TURNING INTO ACTUAL CLICKS

~45%

STILL 2X+ ABOVE THE 18-22% BENCHMARK

28.2%

FEWER DEAD-END SENDS, BETTER LIST QUALITY

42.9%

FEWER RECIPIENTS MARKING EMAILS AS SPAM

22.8%

LESS CHURN AS CAMPAIGNS STAYED RELEVANT

Put simply, Kimball drove more action from email while cutting down the friction points that quietly tank performance over time.

Email That’s Primed for Performance

For Kimball, being prepared is the job. Their email marketing now reflects that standard—consistent sends, stronger list practices, and a reliable execution process. No more fire drills to get campaigns out the door.

With a steadier rhythm and a clearer feedback loop in place, email has become a dependable channel the team can build on over the long term.

Got a big challenge or bold idea?

If email still feels like a last-minute parts run, let’s fix that.

Four13 keeps your sends on schedule, your list clean, and your clicks climbing.

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