How Ethique built this send — a sustainability email shipped as editorial / long-form on Sunday at 10pm, carrying a 20% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
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
Sustainability
Refills, packaging, sourcing, and environmental commitments.
Creative format
Editorial / long-form
Secondary: Product hero
Secondary theme
Discount Led
Hero headline
Save 20% + Free Shipping
Emotional appeal
belonging
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
Carries exclusions
03
Voice & tone
Warmth0.72
ClinicalWarm
Formality0.30
CasualFormal
Reader focus0.70
“We”“You”
Expressiveness0.65
RestrainedExuberant
Reading grade 6.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“Save 20% + Shop Eco Beauty”
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
21
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
Sunday
Local hour
10pm
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“We've already saved 41+ million bottles from being made.”sustainability · substantiated
“Every Ethique purchase now removes one plastic bottle from coastal environments through partnership with CleanHub.”sustainability · substantiated
“Plastic-free looks good on you.”efficacy · unsubstantiated
Products featured
Solid Shampoo Barbestseller
Solid Conditioner Barbestseller
Kujola
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