How Charlotte Tilbury built this send — a discount led email shipped as product hero on Wednesday at 9pm, carrying a 45% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
From: Charlotte TilburycampaignPreheader: “Unpack Savings On NEW! Beauty Kits!”
Offer
45% off
Voice warmth
0.75
Sent
Wed · 9pm
Format
Product hero
How this send compares
45% off — 22.5 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
Summer SALE Has Landed On Site! ☀️
Emotional appeal
fear of missing out
Calendar moment
Summer kickoff
Early-summer push for sunscreen and travel sizes.
02
Offer
Mechanic
% off
A percentage off the price — the most common kind.
Depth
45% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
$50
Urgency
Deadline-led
Expires Tue, Jul 21, 2026
03
Voice & tone
Warmth0.75
ClinicalWarm
Formality0.45
CasualFormal
Reader focus0.70
“We”“You”
Expressiveness0.80
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“SHOP THE SALE”
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
18
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
Wednesday
Local hour
9pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“Up to 45% off Iconic Kits”efficacy · substantiated
“3 Free Full-Size Gifts when you spend $115/$190/$270”guarantee · substantiated
“Exclusive beauty secrets only available on CharlotteTilbury.com + the App”efficacy · unsubstantiated
Products featured
Iconic Kitshero
Charlotte's Magic Serum Crystal Elixir
Wonderglow Primer
Hollywood Flawless Filter
Pillow Talk Matte Beauty Blush Wand
Unreal Lips Healthy Glow Nectar Oilnew
Charlotte's Magic Joyphoria Body Cream
Kujola
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