Hey it's Chase and Jimmy here!

Tarte doesn’t run your average “flash sale.” Their custom kit event is a once-a-year beauty blowout where shoppers snag 7 full-size items for up to 67% off—essentially a buy 3, get 4 free deal. This year, they pulled out all the stops: early hype, limited-time urgency, and even a debut of their hero product (Shape Tape) in the kit.

This morning, we're breaking down the emails behind the big sale to see what Tarte nailed and where they could make their promotion even stronger.

Also in inside:

• A community-driven playbook that scored one brand a 7% click rate

• Why small retention teams have the sharpest edge

• AI Power-Up: Smarter Insights, Faster Decisions
  

Let’s get into it 👇

🚴‍♂️ From “amateur” emails to 64% open rates

La Machine Cycle Club used to wing their email marketing. No calendar. No clear strategy. Just vibes.

But they knew their cycling-obsessed audience deserved more.

So they turned to Omnisend—and built a high-performing system around timing, automation, and storytelling:

• Emails now land right before and right after Sunday rides (peak engagement)

• Seasonal campaigns are tied to big races like the Giro and Tour de France

• Beautiful, brand-driven automations run quietly in the background

The result?

⚡ 64% open rates

⚡ 7% click rates

⚡ Their best Black Friday campaign ever

This is how you turn passion into performance—in every inbox.

🙃 Meme Drop:

Don't even think about it.

💄 Tarte’s Custom Kit Sale: Inside the 7-for-67% Off Promo That Had Fans Clicking Fast

1. Save the Date Email (Email 1)

Wins:

✅ Strong suspense play: “custom kit dropping soon” builds curiosity without spilling the details too early.

✅ Clear CTA: “Save the Date” primes readers to mentally bookmark the event.

✅ Smart nav: Keeping bestsellers and new arrivals linked gives readers a place to browse while they wait.

Areas to Upgrade:

🚀 Could benefit from a teaser image or copy showing what makes the event exciting (value, limited availability, etc.).

🚀 The hero visual (a quilted makeup bag) feels soft—adding bold visuals of past kits or products might drive more anticipation.

🚀 Missed opportunity to collect SMS opt-ins here—perfect moment to grow the list and offer early or VIP access as an incentive. A simple “Want early access? Text us to get in first” could boost engagement and conversions.

2. Launch Announcement + Kit Breakdown (Email 2)

Wins:

✅ Crisp breakdown of how the kit works = instant clarity.

✅ Visual carousel is perfect for mobile and makes choosing items feel fun and interactive.

✅ Big value prop is loud and clear: 7 full-size items for 67% off with free shipping.

Areas to Upgrade:

🚀 The “how it works” section is great—but placement could be higher to catch more attention before the scroll.

🚀 Might be worth A/B testing a countdown timer here to layer urgency on top of excitement.

3. Standard Promo Push (Email 3)

Wins:

✅ Consistency in visuals helps cement the offer.

✅ “Pick from 700+ items” adds perceived abundance and personalization power.

✅ Great use of product imagery—clean, colorful, and high quality.

Areas to Upgrade:

🚀 Repeating the “67% off” without refreshing the messaging risks inbox fatigue. This email could’ve leaned into social proof (e.g., “Last year’s kits sold out in X hours”) or UGC.

4. Limited Edition Emphasis (Email 4)

Wins:

✅ “Only custom kit this year” taps into exclusivity.

✅ Featuring the founder’s top picks adds a personal, influencer-style nudge without being too salesy.

✅ Reconfirms that Shape Tape is included—a strong differentiator.

Areas to Upgrade:

🚀 The founder photo is cute, but the product tie-in could be stronger (e.g., “Why Maureen picked these 3 must-haves”).

🚀 Could use a customer quote or mini testimonial to amplify the kit’s cult status.

5. Mid-Sale Reengagement (Email 5)

Wins:

✅ “Treating myself” CTA and copy speaks directly to the buyer’s internal dialogue—nice touch.

✅ Fresh product lineup refreshes the visuals and keeps the kit feeling dynamic.

✅ Emphasis on full-size and free shipping is consistent and clear.

Areas to Upgrade:

🚀 A/B testing could help determine if product spotlights or testimonials are more effective here.

🚀 Copy opportunity missed: Could’ve leaned into “this kit won’t come back” for more urgency.

6. Last Call Reminder (Email 6)

Wins:

✅ “It’s now or never” + “Last call” = urgency locked in.

✅ Step-by-step kit builder shown again—great for anyone who skipped earlier emails.

✅ “Custom kit debut” labels on select products help highlight value adds.

Areas to Upgrade:

🚀 Could’ve incorporated a “selling fast” or “limited stock” visual if true—leaning harder into scarcity would push fence-sitters.

7. Final Countdown Email (Email 7)

Wins:

✅ Countdown timer = strong close. Perfect for inbox skimmers who need a nudge.

✅ Clear, direct copy: “Last chance ‘til next year” reminds readers this isn’t a monthly deal.

Areas to Upgrade:

🚀 Repeating the same background/visual format as Email 1 makes it feel less urgent than it could. A bolder shift in creative might’ve helped it stand out.

What Tarte’s Doing Well:

✅ Clear, consistent offer framing across every email—no confusion on what the deal is.

✅ Strong visual branding with high-quality product photography.

✅ Great balance of value, exclusivity, and urgency throughout the sequence.

Where They Can Improve:

🛠️ Add more social proof or testimonials to show demand and FOMO.

🛠️ A bit more variety in visual layouts and copy tone would prevent repetition.

🛠️ Earlier integration of urgency mechanics (like timers or low-stock indicators) could capture even more conversions.

Key Takeaways for Other Brands:

🔑 Tease early. Use a “save the date” email to get on your customers’ radar before the sale drops.

🔑 Show the value. Walk people through what they’ll get (visually!) and how much they’re saving.

🔑 Use urgency early and often. Don’t save the countdown for the final email—layer in scarcity from the start.

🔑 Refresh visuals mid-campaign. Keep the inbox experience dynamic to avoid fatigue.

🔑 Close hard. Make your final call-to-action bold, time-based, and unmistakably final.

💡 Why small retention teams have the sharpest edge

The best retention teams aren’t the biggest.

They’re the ones who move fast, send often, and don’t get buried in segmentation hell.

That’s exactly who Raleon is built for.

Raleon’s AI-powered retention platform helps you:

✅ Save 5+ hours a week on campaign prep

✅ Auto-segment using real-time customer behavior

✅ Get more targeted sends out the door—without hiring help

When your time is limited, every email counts.

Raleon makes sure they don’t get stuck in drafts.

📊 AI Power-Up: Smarter Insights, Faster Decisions

Stop spending hours in dashboards chasing “what went wrong.”

AI brings the answers to you—and tells you what to fix.

Here’s how smart teams are using AI to tighten up performance:

Spot problem areas fast: AI auto-surfaces underperforming flows or segments—no deep digging required

Get subject line + send time recaps: Weekly performance summaries with clear suggestions to boost opens and clicks

Smarter testing, minus the manual work: AI can recommend multivariate test setups and analyze results so you’re always optimizing

Strategy tip: Use AI insights to fuel weekly campaign reviews. Pair recaps with rapid testing to build a flywheel of consistent improvement—without adding headcount.

→ AI flags the weak spots. You focus on fixing (and winning).

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me—always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

Love this newsletter but want to receive it less frequently? Let us know by clicking here!