How Charlotte Tilbury built this send — a discount led email shipped as product hero on Thursday at 12pm, carrying a 50% gift with purchase offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
From: Charlotte TilburycampaignPreheader: “Unlock A FREE Limited Edition Bag When You Shop!”
Offer
50% off
Voice warmth
0.80
Sent
Thu · 12pm
Format
Product hero
How this send compares
50% off — 27.5 points deeper than the tracked set average of 22.5% (this brand averages 41.4% when it discounts).
Voice warmth 0.82 for Charlotte Tilbury vs 0.70 across the set — a warmer, more human register than the average competitor.
01
Message & creative
Message theme
Discount Led
Creative format
Product hero
Secondary: Mixed / modular
Secondary theme
Gift With Purchase
Hero headline
NEW To Sale! Over 50% Off! — Unlock A FREE Limited Edition Bag When You Shop!
Emotional appeal
fear of missing out
Calendar moment
Summer Sale
02
Offer
Mechanic
Gift with purchase
A free gift, sample, or mini sizes when you buy.
Depth
50% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
$115
Urgency
Deadline-led
Expires Mon, Jul 6, 2026
03
Voice & tone
Warmth0.80
ClinicalWarm
Formality0.35
CasualFormal
Reader focus0.75
“We”“You”
Expressiveness0.85
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“UNLOCK OVER 50% OFF”
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
25
Multi-CTA layout
Primary destination URL
clicks.charlottetilbury.com
No UTM tagging detected
Tracking domain
—
ESP fingerprint · Unknown
05
Deliverability posture
SPF
None
DKIM
Pass
DMARC
Pass
Policy: reject
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: both
From alignment
Aligned
Domain: dedicated subdomain
Footer hygiene
postal address
06
Send timing
Day
Thursday
Local hour
12pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“Over 50% OFF the icons inside”efficacy · substantiated
“Up to 45% off Iconic Kits”efficacy · substantiated
“Up to a magical 30% off beauty kits”efficacy · substantiated
“Mini Glow + Go Travel Beauty Bag worth $265, yours for $125”efficacy · substantiated
“3 FREE full-size gifts when you spend $270+”guarantee · substantiated
“Exclusive beauty secrets only available on CharlotteTilbury.com + the App”efficacy · unsubstantiated
Products featured
Charlotte's Mini Glow + Go Travel Beauty Bag$125new
Iconic Kitsbestseller
Unreal Lips Healthy Glow Nectar Oil in Juicylicious Pure Peach
Wonderglow
Charlotte's Magic Joyphoria Body Cream
Airbrush Flawless Setting Spray
Charlotte's Magic Serum
Glow Toner
Kujola
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