How Ethique built this send β a sustainability email shipped as product hero on Friday at 12pm, carrying a 25% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
25% off β 2.5 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 β right on the set median.
01
Message & creative
Message theme
Sustainability
Refills, packaging, sourcing, and environmental commitments.
Creative format
Product hero
Secondary: Editorial / long-form
Secondary theme
Discount Led
Hero headline
25% OFF + FREE SHIPPING + 2X POINTS β Plastic Free July
Emotional appeal
belonging
Calendar moment
Plastic Free July
02
Offer
Mechanic
% off
A percentage off the price β the most common kind.
Depth
25% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
$35
Urgency
Deadline-led
Expires Invalid Date
03
Voice & tone
Warmth0.72
ClinicalWarm
Formality0.35
CasualFormal
Reader focus0.60
βWeββYouβ
Expressiveness0.65
RestrainedExuberant
Reading grade 7.0 β the approximate US reading level of the body copy.
04
Call to action
Primary CTA
βSHOP PLASTIC-FREEβ
Destination
Collection
Links to a category or a grid of products.
Verb framing
Shop / Buy
Direct buying words β 'Shop now', 'Add to bag'.
CTA count
20
Multi-CTA layout
Primary destination URL
ctrk.klclick.com
No UTM tagging detected
Tracking domain
ctrk.klclick.com
ESP fingerprint Β· 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
Friday
Local hour
12pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
βEthique is always plastic-free β in both product and packaging.βsustainability Β· unsubstantiated
β1 shampoo bar = 3 liquid bottlesβefficacy Β· unsubstantiated
β1 conditioner bar = 5 liquid bottlesβefficacy Β· unsubstantiated
β1 face cleanser bar = 4 liquid bottlesβefficacy Β· unsubstantiated
Products featured
Shampoo Barbestseller
Conditioner Barbestseller
Face Cleanser Barbestseller
Kujola
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