How Counter [ Beauty ] built this send — a summer essentials email shipped as editorial / long-form on Tuesday at 3pm, carrying a gift with purchase offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
When Counter [ Beauty ] does discount it averages 15.0% off — 7.5 points shallower than the set average of 22.5%. This send itself carries no offer.
Voice warmth 0.67 for Counter [ Beauty ] vs 0.70 across the set — a cooler, more clinical register than the average competitor.
01
Message & creative
Message theme
Summer Essentials
Creative format
Editorial / long-form
Secondary: Product hero
Secondary theme
Loyalty Reward
Hero headline
SUMMER GLOW, SOLVED
Emotional appeal
aspiration
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
Non-numeric
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
$175
Urgency
Deadline-led
Carries exclusions
03
Voice & tone
Warmth0.60
ClinicalWarm
Formality0.55
CasualFormal
Reader focus0.65
“We”“You”
Expressiveness0.55
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“SHOP THE ESSENTIALS”
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
14
Multi-CTA layout
Primary destination URL
ctrk.klclick.com
No UTM tagging detected
Tracking domain
ctrk.klclick.com
ESP fingerprint · Klaviyo
05
Deliverability posture
SPF
None
DKIM
Pass
DMARC
Pass
Policy: quarantine
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: both
From alignment
Misaligned
Domain: subdomain
Footer hygiene
Minimal
06
Send timing
Day
Tuesday
Local hour
3pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“High shine, sheer lip color in three universally flattering shades”efficacy · unsubstantiated
“For a refreshing spritz of skin-plumping hydration”ingredient · unsubstantiated
“UVA + UVB protection with a hint of color”efficacy · unsubstantiated
“For a warm, buildable summer glow”efficacy · unsubstantiated
Products featured
Lip Jelliesnew
Counterglow Hyaluronic Moisture Mist
Dew Skin Tinted Moisturizer
Velvet Cream Bronzer
Kujola
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