How DIBS Beauty built this send — a discount led email shipped as product hero on Friday at 4pm, carrying a 25% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
25% off — 2.5 points deeper than the tracked set average of 22.5% (this brand averages 22.5% when it discounts).
Voice warmth 0.74 for DIBS Beauty 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
Loyalty Exclusive
Hero headline
ENDS TODAY: 25% Off Viral Faves
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
25% off
Promo phase
Last chance
A deadline push — 'Ends tonight', 'Final hours'.
Promo code
[redacted]
Minimum spend
None
Urgency
Deadline-led
Expires Wed, Jun 24, 2026
03
Voice & tone
Warmth0.70
ClinicalWarm
Formality0.30
CasualFormal
Reader focus0.65
“We”“You”
Expressiveness0.75
RestrainedExuberant
Reading grade 6.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“SHOP NOW”
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
13
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: none
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: both
From alignment
Misaligned
Domain: subdomain
Footer hygiene
postal address
06
Send timing
Day
Friday
Local hour
4pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“Viral Faves”social proof · unsubstantiated
“93%”social proof · unsubstantiated
“Each shade has a complementary blush & bronzer pairing. Collect them all to mix & match endless looks.”efficacy · unsubstantiated
Products featured
Status Stickhero
Desert Island Duohero
Brushes
Kujola
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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.