How 100% PURE built this send — a clean ingredients email shipped as mixed / modular on Tuesday at 5pm, carrying a full-price send (no offer). Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
Voice warmth 0.69 for 100% PURE vs 0.70 across the set — right on the set median.
01
Message & creative
Message theme
Clean Ingredients
Creative format
Mixed / modular
Secondary: Editorial / long-form
Secondary theme
Clinical Results
Hero headline
Welcome to the original clean beauty innovator
Emotional appeal
trust
Calendar moment
Evergreen
Not tied to a seasonal window.
02
Offer
Mechanic
No offer
Full-price email — no discount or incentive.
Depth
—
Promo phase
Not a promo
No offer in the email.
Promo code
Auto / none
Minimum spend
None
Urgency
None
03
Voice & tone
Warmth0.70
ClinicalWarm
Formality0.45
CasualFormal
Reader focus0.55
“We”“You”
Expressiveness0.60
RestrainedExuberant
Reading grade 10.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“SHOP NOW”
Destination
Collection
Links to a category or a grid of products.
Verb framing
Shop / Buy
Direct buying words — 'Shop now', 'Add to bag'.
CTA count
24
Multi-CTA layout
Primary destination URL
ctrk.klclick1.com
No UTM tagging detected
Tracking domain
ctrk.klclick1.com
ESP fingerprint · Klaviyo
05
Deliverability posture
SPF
None
DKIM
Pass
DMARC
Pass
Policy: quarantine
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: both
From alignment
Misaligned
Domain: subdomain
Footer hygiene
postal address
06
Send timing
Day
Tuesday
Local hour
5pm
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“97% de-puffed, 87% brighter dark circles, 93% firmer & more elastic, 100% more hydrated — based on an independent consumer perception study”efficacy · substantiated
“Clinically shown to work (Coffee Bean Caffeine Eye Cream)”efficacy · substantiated
“#1 Indie & #32 Overall Beauty Brand as ranked by Newsweek America's Best Online Shops 2025”ranking · substantiated
“Fruit Pigmented™ Makeup — antioxidant- and vitamin-packed fruit pigments”ingredient · unsubstantiated
“Cruelty Free”sustainability · unsubstantiated
“Guaranteed Pure — love it in 60 days or send it back”guarantee · substantiated
“'The only brand that has exactly what you say you have — and nothing else that isn't on the label.' — Brian Underwood, Beauty Director, O Magazine”social proof · substantiated
Products featured
Coffee Bean Caffeine Eye Creamhero
Fruit Pigmented Lip Gloss
Hydra Drench Water Gel Cream
Fermented Rice Water Cleanser
Vitamin C Boost Concentrated Treatment
Bright Eyes Eye Mask
Kujola
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