How Ellis Brooklyn built this send — a discount led email shipped as product hero on Thursday at 12pm, carrying a 15% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
15% off — 7.5 points shallower than the tracked set average of 22.5% (this brand averages 14.3% when it discounts).
Voice warmth 0.64 for Ellis Brooklyn vs 0.70 across the set — a cooler, more clinical register than the average competitor.
01
Message & creative
Message theme
Discount Led
Creative format
Product hero
Secondary: Editorial / long-form
Secondary theme
Summer Travel
Hero headline
15% OFF TRAVEL SPRAYS — Summer Starts With A Spritz
Emotional appeal
aspiration
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
15% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
None
Urgency
Deadline-led
Expires Mon, Jul 6, 2026
03
Voice & tone
Warmth0.72
ClinicalWarm
Formality0.35
CasualFormal
Reader focus0.65
“We”“You”
Expressiveness0.70
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“SHOP THE SALE”
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
28
Multi-CTA layout
Primary destination URL
ctrk.klclick1.com
No UTM tagging detected
Tracking domain
ctrk.klclick1.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, preference center
06
Send timing
Day
Thursday
Local hour
12pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“Travel-friendly fragrance favorites ready to go wherever summer takes you”efficacy · unsubstantiated
“Scents of Belonging since 2015”social proof · unsubstantiated
“Free samples with every purchase”guarantee · unsubstantiated
Products featured
Guava Granita Eau de Parfum Travel Sprayhero
Florist Eau de Parfum Travel Spray
Miami Nectar Eau de Parfum Travel Spray
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.