How Charlotte Tilbury built this send — a discount led email shipped as mixed / modular on Thursday at 12pm, carrying a 50% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
From: Charlotte TilburycampaignPreheader: “NEW! Mystery Boxes Have Landed, Darling!”
Offer
50% off
Voice warmth
0.80
Sent
Thu · 12pm
Format
Mixed / modular
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
Mixed / modular
Secondary: Product hero
Secondary theme
Gift With Purchase
Hero headline
Shop Sale Under $70!
Emotional appeal
fear of missing out
Calendar moment
Summer Sale
02
Offer
Mechanic
% off
A percentage off the price — the most common kind.
Depth
50% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
None
Urgency
Deadline-led
Expires Tue, Jul 21, 2026
03
Voice & tone
Warmth0.80
ClinicalWarm
Formality0.35
CasualFormal
Reader focus0.70
“We”“You”
Expressiveness0.85
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“SHOP WITH UP TO 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
40
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
“Shop with up to 50% off”efficacy · unsubstantiated
“Save over 50% on Charlotte's Mystery Beauty Muse Box”efficacy · unsubstantiated
“3 Free Full-Size Gifts when you spend $115/$190/$270”guarantee · substantiated
“WONDERGLOW – 'A Beautiful Product! Easy To Apply And Makes You Feel Confident' – Anthoula, Customer”social proof · substantiated
Products featured
Charlotte's Hydration Revival Skincare Discovery Set
Charlotte's 3 Steps to Beautiful Lips
Airbrush Flawless Setting Spray Duo
Eyes to Mesmerise Trio
Charlotte's Flawless Complexion Trio
Charlotte's Mystery Beauty Muse Box in Blushing Beautynew
Charlotte's Iconic Beauty Wand Trio
Charlotte's Flawless Protect + Set Kit
Kujola
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