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DIME/Clean Ingredients/email teardown

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How DIME built this send — a clean ingredients email shipped as editorial / long-form on Tuesday at 6pm, carrying a 15% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.

From: DIMEflowPreheader: “Explore our 4 clean, skin-loving categories ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ”
Offer
15% off
Voice warmth
0.70
Sent
Tue · 6pm
Format
Editorial / long-form
How this send compares
  • 15% off — 7.5 points shallower than the tracked set average of 22.5% (this brand averages 35.0% when it discounts).
  • Voice warmth 0.64 for DIME vs 0.70 across the set — a cooler, more clinical register than the average competitor.
01

Message & creative

Message theme
Clean Ingredients
Creative format
Editorial / long-form
Secondary: Product hero
Secondary theme
Routine Education
Hero headline
Discover Your New Clean Routine
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
Not a promo
No offer in the email.
Promo code
[redacted]
Minimum spend
None
Urgency
None
03

Voice & tone

Warmth0.70
ClinicalWarm
Formality0.45
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 Clean”
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
24
Multi-CTA layout
Primary destination URL
trk.dimebeautyco.com
No UTM tagging detected
Tracking domain
—
ESP fingerprint · Unknown
05

Deliverability posture

SPF
None
DKIM
Pass
DMARC
Pass
Policy: none
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: https
From alignment
Aligned
Domain: root
Footer hygiene
Minimal
06

Send timing

Day
Tuesday
Local hour
6pm
Send type
flow
Flow: welcome
07

Claims & products

Claims extracted
  • “Ingredient-first approach to skin wellness”ingredient · unsubstantiated
  • “Four clean, skin-loving categories”ingredient · unsubstantiated
Products featured
  • The Glaze Hydrating Body Oil
  • Boosting Body Serum
  • Whipped Body Exfoliator
  • 7 Summers Eau de Toilette
  • Fragrance Boosters (Musk, Citrus, Floral, Woodsy)
Kujola

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08

The creative

The original email as it rendered in the inbox. Shown for reference and sandboxed — it is not part of the indexed analysis above.