Prime Big Deal Days is Amazon's October sales event, and it's one of the busiest weeks of the year for beauty brands on the marketplace. On Amazon, every brand shows up in the same format: a product tile, a deal badge, and a strike-through price. Email works differently. It's a channel the brand controls completely, from layout to voice.
As part of our ongoing retainer with SACHEU, the long-wear beauty brand behind the viral Lip Liner STAY-N, we built an eight-email campaign that sent subscribers to the brand's Amazon deals during Prime Big Deal Days. Our team handled strategy, design, copy, and build in Klaviyo.
Email is a channel where SACHEU could show up fully as itself, so we designed the campaign to match the brand's energy instead of a typical deal circular.
The eight emails covered different discount levels, with a launch email to open the event and a last-chance email to close it. Because each send featured a different offer, subscribers saw something new every time. Some emails were also location-specific. Depending on where a subscriber lives, the discount they received could change.
Amazon is an important channel for SACHEU, and Prime events are when shoppers are most ready to buy there. An email list is an audience a brand owns, and it can send that audience wherever the purchase is easiest in the moment.
Brands enrolled in Amazon Brand Registry can also tag those links with Amazon Attribution, Amazon's free tool for tracking sales from outside channels. That tracking can qualify them for Amazon's Brand Referral Bonus, a credit on sales driven by marketing outside Amazon.
October’s campaigns doubled SACHEU’s email click rate from before we started working with the brand, among other success metrics:
We design, write, and build campaigns for CPG brands across every channel they sell through, from Shopify to the inbox to Amazon. Let's talk about your next campaign.
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