How Charlotte Tilbury built this send — a discount-led email shipped as mixed / modular on Monday at 1pm, carrying a 45% gift with purchase offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
From: Charlotte TilburycampaignPreheader: “Exclusively On The App!”
Offer
45% off
Voice warmth
0.82
Sent
Mon · 1pm
Format
Mixed / modular
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
Price and promotion are the main message.
Creative format
Mixed / modular
Secondary: Product hero
Secondary theme
New launch
New product drops, restocks, and launch moments.
Hero headline
Up To 45% OFF Starts NOW! – Exclusively On The App!
Emotional appeal
exclusivity
Calendar moment
Summer kickoff
Early-summer push for sunscreen and travel sizes.
02
Offer
Mechanic
Gift with purchase
A free gift, sample, or mini sizes when you buy.
Depth
45% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
$115
Urgency
Deadline-led
Expires Tue, Jul 21, 2026
03
Voice & tone
Warmth0.82
ClinicalWarm
Formality0.35
CasualFormal
Reader focus0.78
“We”“You”
Expressiveness0.85
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“DOWNLOAD THE APP”
Destination
Product page
Links straight to a single product.
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
Monday
Local hour
1pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“Up to 45% off Iconic Kits”efficacy · unsubstantiated
“Up to a magical 30% off beauty kits”efficacy · unsubstantiated
“Find your perfect shades with Charlotte's Pro Beauty Tech Tools”ingredient · unsubstantiated
Products featured
Charlotte's Magic Serum Crystal Elixir
Wonderglow Instant Soft-Focus Beauty Glow Primer
Hollywood Flawless Filterbestseller
Pillow Talk Matte Beauty Blush Wand
Unreal Lips Healthy Glow Nectar Oil in Juicylicious Pure Peachnew
Charlotte's Magic Joyphoria Body Cream
Kujola
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