How DIME built this send — a routine education email shipped as editorial / long-form on Thursday at 5pm, carrying a full-price send (no offer). Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
When DIME does discount it averages 35.0% off — 12.5 points deeper than the set average of 22.5%. This send itself carries no offer.
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
Routine Education
Creative format
Editorial / long-form
Secondary: Product hero
Secondary theme
Summer
Hero headline
Your DIME Summer Routine
Emotional appeal
aspiration
Calendar moment
Summer kickoff
Early-summer push for sunscreen and travel sizes.
02
Offer
Mechanic
No offer
Full-price email — no discount or incentive.
Depth
—
Promo phase
Not a promo
No offer in the email.
Promo code
Auto / none
Minimum spend
None
Urgency
None
03
Voice & tone
Warmth0.65
ClinicalWarm
Formality0.60
CasualFormal
Reader focus0.60
“We”“You”
Expressiveness0.55
RestrainedExuberant
Reading grade 8.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“Shop the Routine”
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
26
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
Thursday
Local hour
5pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“Dissolves and removes dirt, makeup and sunscreen while delivering hydration and balancing the skin barrier.”efficacy · unsubstantiated
“Our clean, lightweight formula sinks deep into skin and pores to eliminate excess acne-causing bacteria for an even deeper cleanse.”efficacy · unsubstantiated
“Multi-layered moisture system for every skin type that delivers deep, penetrating hydration, and leaves a lightweight, dewy finish perfect under makeup.”efficacy · unsubstantiated
Products featured
Nourishing Cleansing Oil
Creamy Foam Cleanser
Hyper Glow Serum
Dewy Day Cream
Wonderscreen
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.