How Beauty by Earth built this send — a clean ingredients email shipped as plain-text 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.
From: Prudence, Beauty by Earthflow
Offer
15% off
Voice warmth
0.95
Sent
Fri · 7am
Format
Plain-text
How this send compares
15% off — 7.5 points shallower than the tracked set average of 22.5% (this brand averages 15.0% when it discounts).
Voice warmth 0.72 for Beauty by Earth vs 0.70 across the set — right on the set median.
01
Message & creative
Message theme
Clean Ingredients
Creative format
Plain-text
Founder-note style with little design — reads like a personal email.
Secondary theme
Founder Story
Hero headline
What I wish I knew about "clean" beauty
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
Launch
The sale opens and the main offer is shown.
Promo code
[redacted]
Minimum spend
None
Urgency
Deadline-led
03
Voice & tone
Warmth0.95
ClinicalWarm
Formality0.15
CasualFormal
Reader focus0.65
“We”“You”
Expressiveness0.70
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
“Formulas packed with ingredients safe to put on skin, skipping harsh ingredients”ingredient · unsubstantiated
“Real results without compromising on ingredients”efficacy · unsubstantiated
Products featured
Cleansing Face Scrub
Magnesium Deodorants
Shower Steamers
Self Tanners
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