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Ethique/Discount Led/email teardown

Here's your 20% off + free shipping

How Ethique built this send — a discount led email shipped as mixed / modular on Tuesday at 6am, carrying a 20% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.

From: EthiqueflowPreheader: “Use code [redacted] on your first order ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ”
Offer
20% off
Voice warmth
0.70
Sent
Tue · 6am
Format
Mixed / modular
How this send compares
  • 20% off — 2.5 points shallower than the tracked set average of 22.5% (this brand averages 23.0% when it discounts).
  • Voice warmth 0.69 for Ethique vs 0.70 across the set — right on the set median.
01

Message & creative

Message theme
Discount Led
Creative format
Mixed / modular
Secondary: Product hero
Secondary theme
Sustainability
Refills, packaging, sourcing, and environmental commitments.
Hero headline
Here's 20% OFF + Free Shipping
Emotional appeal
fear of missing out
Calendar moment
Evergreen
Not tied to a seasonal window.
02

Offer

Mechanic
% off
A percentage off the price — the most common kind.
Depth
20% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
[redacted]
Minimum spend
None
Urgency
None
03

Voice & tone

Warmth0.70
ClinicalWarm
Formality0.30
CasualFormal
Reader focus0.80
“We”“You”
Expressiveness0.65
RestrainedExuberant

Reading grade 6.0 — the approximate US reading level of the body copy.

04

Call to action

Primary CTA
“Shop + Save 20%”
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
22
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: https
From alignment
Aligned
Domain: root
Footer hygiene
postal address
06

Send timing

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

Claims & products

Claims extracted
  • “1 haircare duo = 8 liquid bottles”efficacy · unsubstantiated
  • “10x more active ingredients”ingredient · unsubstantiated
  • “Plastic free”sustainability · substantiated
  • “For every hair type, texture and need”efficacy · unsubstantiated
  • “50,000+ five-star reviews”social proof · unsubstantiated
Products featured
  • Scalp Health Solid Shampoobestseller
  • Solid Haircare Duo
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.

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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.