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Ethique/Discount Led/email teardown

Prime Day Deal: Up to 35% Off

How Ethique built this send — a discount led email shipped as plain-text on Wednesday at 10pm, carrying a 35% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.

From: EthiquecampaignPreheader: “Only until Friday! ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏”
Offer
35% off
Voice warmth
0.80
Sent
Wed · 10pm
Format
Plain-text
How this send compares
  • 35% off — 12.5 points deeper 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
Plain-text
Secondary: Mixed / modular
Secondary theme
Sustainability
Refills, packaging, sourcing, and environmental commitments.
Hero headline
Prime Day Deal: Up to 35% Off
Emotional appeal
fear of missing out
Calendar moment
Prime Day
02

Offer

Mechanic
% off
A percentage off the price — the most common kind.
Depth
35% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
None
Urgency
Deadline-led
Expires Invalid Date
03

Voice & tone

Warmth0.80
ClinicalWarm
Formality0.25
CasualFormal
Reader focus0.60
“We”“You”
Expressiveness0.65
RestrainedExuberant

Reading grade 5.0 — the approximate US reading level of the body copy.

04

Call to action

Primary CTA
“SHOP PRIME DAY HERE”
Destination
Product page
Links straight to a single product.
Verb framing
Shop / Buy
Direct buying words — 'Shop now', 'Add to bag'.
CTA count
19
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
Wednesday
Local hour
10pm
Send type
campaign
One-off campaign
07

Claims & products

Claims extracted
  • “Effective, Clean, Ethical”sustainability · unsubstantiated
Products featured
  • Ethique Shampoo Bar (Oatmeal)bestseller
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.

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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.