K2 sells premium aftermarket parts to car builders, an audience most agencies write off as "email doesn't work here." High order values, passionate buyers, and an email program running on basic sends that captured 15% of revenue.
We treated K2's builders like the enthusiast community they are: fitment-focused flows, drop and sale campaigns with real urgency, and creative that looks like the builds, not like a newsletter.
The flows respect how these customers actually buy. Nobody impulse-purchases a carbon fiber hood; they research, compare, and wait for a reason. So abandonment flows answer fitment questions instead of nagging, post-purchase flows walk through install timing, and education campaigns argue the case for the next mod: why a diffuser is the highest-leverage part on the list, what a cold air intake actually changes, why carbon belongs on a daily driver.
Sales got the same discipline: real deadlines, sitewide codes with clean rules, and financing angles with Affirm and Shop Pay for the big-ticket kits. Within 60 days, monthly Klaviyo revenue went from $94,464 to $244,741 and email became 39% of the store.
The 60 days broke down simply. Weeks one and two: account audit, engaged-segment rebuild, and abandonment flows rewritten around fitment questions instead of nagging. Weeks three to five: the education calendar started (why a diffuser first, what carbon does on a daily) alongside the first sale with honest deadlines. Weeks six to eight: financing angles for the big-ticket kits and the drop rhythm locked in. Revenue share hit 39% before the second month closed.
Inside the program today: fitment-first abandonment flows that answer the questions builders actually have, a calendar mixing education sends with named sales, financing angles on every big-ticket push, and segments split by platform and build stage rather than blast lists. The same discipline we lay out in the flow guide runs underneath all of it. Browse the 19 K2 designs in the gallery to see what enthusiast-grade creative looks like in an inbox.
For auto parts, hobby, and enthusiast brands, the takeaway is that "email does not work in our niche" almost always means "newsletter-shaped email does not work." Enthusiasts read more than any casual shopper; they just refuse to read marketing that talks down to them. Fitment-first flows and build-culture creative turned the channel most agencies write off into 39% of a store. High AOV plus a passionate audience is the best email demographic there is.
Everyone says email does not work for auto parts. Why did this?
My AOV is high and purchase cycles are long. Does that break email?
What was the timeline?
