How Ethique built this send — a sustainability email shipped as mixed / modular on Wednesday at 12am, carrying a 20% bundle / set 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
Mixed / modular
Secondary: Product hero
Secondary theme
Travel Convenience
Hero headline
Out-of-office starts here.
Emotional appeal
aspiration
Calendar moment
Summer Travel
02
Offer
Mechanic
Bundle / set
Sets and kits priced below buying each item alone.
Depth
20% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
None
Urgency
None
03
Voice & tone
Warmth0.65
ClinicalWarm
Formality0.35
CasualFormal
Reader focus0.55
“We”“You”
Expressiveness0.60
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“BUILD YOUR BUNDLE”
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
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
12am
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“A single concentrated bar replaces multiple bottles, leaving out the watered-down filler and bulky packaging.”efficacy · unsubstantiated
“1 shampoo bar = 3 liquid bottles”efficacy · unsubstantiated
“1 conditioner bar = 5 liquid bottles”efficacy · unsubstantiated
“1 face cleanser bar = 4 liquid bottles”efficacy · unsubstantiated
“Ethique solid bars are compact, concentrated, and easy to pack.”ingredient · unsubstantiated
Products featured
Shampoo Barbestseller
Conditioner Bar
Face Cleanser Bar
Kujola
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