How Counter [ Beauty ] built this send — a loyalty program launch email shipped as editorial / long-form on Wednesday at 4pm, 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
Loyalty Program Launch
Creative format
Editorial / long-form
Secondary: Mixed / modular
Secondary theme
Gift With Purchase
Hero headline
Total Rewards Is Live — And Free to Join
Emotional appeal
belonging
Calendar moment
Evergreen
Not tied to a seasonal window.
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
None
03
Voice & tone
Warmth0.80
ClinicalWarm
Formality0.45
CasualFormal
Reader focus0.75
“We”“You”
Expressiveness0.65
RestrainedExuberant
Reading grade 9.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“JOIN TOTAL REWARDS”
Destination
Collection
Links to a category or a grid of products.
Verb framing
Join / Get matched
Quiz, membership, or community — 'Take the quiz', 'Join'.
CTA count
16
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
Wednesday
Local hour
4pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“Total Rewards is free to join”guarantee · substantiated
“A holistic loyalty experience that recognizes the full picture of what our community contributes”efficacy · unsubstantiated
“Every loyalist receives a limited edition Hide Nothing tote with a $175 purchase”guarantee · substantiated
Products featured
Hide Nothing Totenew
Kujola
See how your brand compares — open Kujola
Kujola compares your emails against the brands you track: offers, voice, how often they send, creative, and delivery. We report what's in the emails — we don't rank or score.