How Charlotte Tilbury built this send — a new customer welcome offer email shipped as mixed / modular on Wednesday at 6am, carrying a 15% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
From: Charlotte TilburyflowPreheader: “Don’t Forget About Your Magical 15% Off!”
Offer
15% off
Voice warmth
0.92
Sent
Wed · 6am
Format
Mixed / modular
How this send compares
15% off — 7.5 points shallower 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
New Customer Welcome Offer
Creative format
Mixed / modular
Secondary: Product hero
Secondary theme
World Famous Beauty Icons
Hero headline
UNLOCK A MAGICAL 15% OFF YOUR FIRST ORDER WITH CODE [redacted]
Emotional appeal
aspiration
Calendar moment
Evergreen
Not tied to a seasonal window.
02
Offer
Mechanic
% off
A percentage off the price — the most common kind.
Depth
15% off
Promo phase
Reminder
A mid-sale nudge — 'Still on', 'Don't miss'.
Promo code
[redacted]
Minimum spend
None
Urgency
None
Carries exclusions
03
Voice & tone
Warmth0.92
ClinicalWarm
Formality0.25
CasualFormal
Reader focus0.80
“We”“You”
Expressiveness0.95
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
Fragrance Collection of Emotions (More Sex, Love Frequency, Joyphoria, Magic Energy, Calm Bliss, Cosmic Power)new
Kujola
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