How 111SKIN built this send — a clinical results email shipped as editorial / long-form on Friday at 7am, carrying a 15% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
15% off — 7.5 points shallower than the tracked set average of 22.5% (this brand averages 21.3% when it discounts).
Voice warmth 0.53 for 111SKIN vs 0.70 across the set — a cooler, more clinical register than the average competitor.
01
Message & creative
Message theme
Clinical Results
Creative format
Editorial / long-form
Secondary: Product hero
Secondary theme
Discount Led
Hero headline
The Science Behind Our Skincare | What Sets Us Apart
Emotional appeal
trust
Calendar moment
Evergreen
Not tied to a seasonal window.
02
Offer
Mechanic
% off
A percentage off the price — the most common kind.
Depth
15% off
Promo phase
Last chance
A deadline push — 'Ends tonight', 'Final hours'.
Promo code
[redacted]
Minimum spend
None
Urgency
Deadline-led
Carries exclusions
03
Voice & tone
Warmth0.45
ClinicalWarm
Formality0.75
CasualFormal
Reader focus0.55
“We”“You”
Expressiveness0.40
RestrainedExuberant
Reading grade 11.0 — 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
21
Multi-CTA layout
Primary destination URL
ctrk.klclick.com
No UTM tagging detected
Tracking domain
ctrk.klclick.com
ESP fingerprint · Klaviyo
05
Deliverability posture
SPF
None
DKIM
Pass
DMARC
Pass
Policy: quarantine
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: https
From alignment
Aligned
Domain: root
Footer hygiene
Minimal
06
Send timing
Day
Friday
Local hour
7am
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“42% reduction of wrinkles in 2 weeks (Black Diamond Eye Cream, clinical trial of 30 participants)”efficacy · substantiated
“39% improvement in skin firmness (Black Diamond Eye Cream, clinical trial of 30 participants)”efficacy · substantiated
“35% improvement in skin brightness (Black Diamond Eye Cream, clinical trial of 30 participants)”efficacy · substantiated
“92% agree skin has a healthy glow (Repair Serum NAC Y2™, consumer trial of 28 participants)”efficacy · substantiated
“92% agree fine lines are visibly reduced (Repair Serum NAC Y2™, consumer trial of 28 participants)”efficacy · substantiated
“Proven to restore healthy skin in 2 weeks (Repair Serum NAC Y2™, consumer trial of 100 participants)”efficacy · substantiated
“Proprietary NAC Y2™ Complex — unique encapsulation technology delivers actives deeper into skin over 8 hours”ingredient · unsubstantiated
Products featured
Cryo Revitalising Moisturiser
Black Diamond Eye Cream
Repair Serum NAC Y2™
Kujola
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