How Bourjois built this send — a welcome discount email shipped as mixed / modular on Tuesday at 9am, carrying a 10% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
From: BourjoisflowPreheader: “Une remise de 10% sur votre première commande”
Offer
10% off
Voice warmth
0.82
Sent
Tue · 9am
Format
Mixed / modular
How this send compares
10% off — 12.5 points shallower than the tracked set average of 22.5% (this brand averages 10.0% when it discounts).
Voice warmth 0.82 for Bourjois vs 0.70 across the set — a warmer, more human register than the average competitor.
01
Message & creative
Message theme
Welcome Discount
Creative format
Mixed / modular
Secondary: Editorial / long-form
Secondary theme
Parisian Beauty Heritage
Hero headline
-10% pour vous souhaiter la bienvenue 🎁
Emotional appeal
belonging
Calendar moment
Evergreen
Not tied to a seasonal window.
02
Offer
Mechanic
% off
A percentage off the price — the most common kind.
Depth
10% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
[redacted]
Minimum spend
None
Urgency
None
Carries exclusions
03
Voice & tone
Warmth0.82
ClinicalWarm
Formality0.35
CasualFormal
Reader focus0.75
“We”“You”
Expressiveness0.70
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“JE CRAQUE”
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
37
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
Minimal
06
Send timing
Day
Tuesday
Local hour
9am
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“Bourjois embellit les femmes et rend le maquillage ludique, accessible, authentique et créatif depuis 1863”ingredient · unsubstantiated
“maître de l'innovation-maquillage et expert de la couleur”efficacy · unsubstantiated
“concepts inédits, tourbillon de couleurs inouïes, explosion des effets, sensualité des textures, pensés et conçus « made in Paris »”ingredient · unsubstantiated
Products featured
Mascara (Twist Up & Freeze 36H Hold)
Butter Tint
Teint (Foundation/Face)
Parfums Bourjois
Ongles (Nail)
Kujola
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