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butter LONDON/Back In Stock/email teardown

The #1 Sold-Out Salon Secret is Back...

How butter LONDON built this send — a back in stock email shipped as product hero on Friday at 3pm, carrying a 27% bundle / set offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.

From: butter LONDONflowPreheader: “The 3-Piece Pro Manicure Kit is officially back in stock. ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ”
Offer
27% off
Voice warmth
0.65
Sent
Fri · 3pm
Format
Product hero
How this send compares
  • 27% off — 4.5 points deeper than the tracked set average of 22.5% (this brand averages 27.0% when it discounts).
  • Voice warmth 0.65 for butter LONDON vs 0.70 across the set — a cooler, more clinical register than the average competitor.
01

Message & creative

Message theme
Back In Stock
Creative format
Product hero
Secondary: Editorial / long-form
Secondary theme
Bundle Value
Hero headline
The rumors are true. The 3-Piece Pro Manicure Kit is back!
Emotional appeal
fear of missing out
Calendar moment
Evergreen
Not tied to a seasonal window.
02

Offer

Mechanic
Bundle / set
Sets and kits priced below buying each item alone.
Depth
27% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
None
Urgency
None
03

Voice & tone

Warmth0.65
ClinicalWarm
Formality0.45
CasualFormal
Reader focus0.75
“We”“You”
Expressiveness0.60
RestrainedExuberant

Reading grade 7.0 — the approximate US reading level of the body copy.

04

Call to action

Primary CTA
“SHOP NOW”
Destination
Product page
Links straight to a single product.
Verb framing
Shop / Buy
Direct buying words — 'Shop now', 'Add to bag'.
CTA count
11
Multi-CTA layout
Primary destination URL
trk.k.butterlondon.com
No UTM tagging detected
Tracking domain
—
ESP fingerprint · Unknown
05

Deliverability posture

SPF
None
DKIM
Pass
DMARC
Pass
Policy: quarantine
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: https
From alignment
Aligned
Domain: subdomain
Footer hygiene
postal address
06

Send timing

Day
Friday
Local hour
3pm
Send type
flow
Flow: other
07

Claims & products

Claims extracted
  • “#1 Sold-Out Salon Secret”ranking · unsubstantiated
  • “Dissolve dry, overgrown cuticles in two minutes”efficacy · unsubstantiated
  • “Cruelty Free”ingredient · substantiated
  • “Formaldehyde Free”ingredient · substantiated
  • “Paraben Free”ingredient · substantiated
  • “30-day hassle-free returns & exchanges”guarantee · substantiated
Products featured
  • 3-Piece Pro Manicure Kit$24restock
  • Melt Away Cuticle Exfoliator
  • Signature Glass Cuticle Pusher
  • Signature Glass Nail File
Kujola

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08

The creative

The original email as it rendered in the inbox. Shown for reference and sandboxed — it is not part of the indexed analysis above.