How Evil Goods built this send β a clean ingredients email shipped as editorial / long-form on Thursday at 8pm, carrying a full-price send (no offer). Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
When Evil Goods does discount it averages 10.0% off β 12.5 points shallower than the set average of 22.5%. This send itself carries no offer.
Voice warmth 0.52 for Evil Goods vs 0.70 across the set β a cooler, more clinical register than the average competitor.
01
Message & creative
Message theme
Clean Ingredients
Creative format
Editorial / long-form
Secondary: Product hero
Secondary theme
Industry Distrust
Hero headline
The Skincare Industry Is Lying To You
Emotional appeal
fear of missing out
Calendar moment
Evergreen
Not tied to a seasonal window.
02
Offer
Mechanic
No offer
Full-price email β no discount or incentive.
Depth
β
Promo phase
Not a promo
No offer in the email.
Promo code
Auto / none
Minimum spend
None
Urgency
None
03
Voice & tone
Warmth0.45
ClinicalWarm
Formality0.30
CasualFormal
Reader focus0.70
βWeββYouβ
Expressiveness0.75
RestrainedExuberant
Reading grade 8.0 β the approximate US reading level of the body copy.
04
Call to action
Primary CTA
βShop Nature's Perfect Miracleβ
Destination
Product page
Links straight to a single product.
Verb framing
Shop / Buy
Direct buying words β 'Shop now', 'Add to bag'.
CTA count
16
Multi-CTA layout
Primary destination URL
ctrk.klclick1.com
No UTM tagging detected
Tracking domain
ctrk.klclick1.com
ESP fingerprint Β· Klaviyo
05
Deliverability posture
SPF
None
DKIM
Pass
DMARC
Pass
Policy: none
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: both
From alignment
Misaligned
Domain: subdomain
Footer hygiene
postal address
06
Send timing
Day
Thursday
Local hour
8pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
βMade with grass-fed, grass-finished beef tallow, Manuka honey, and vitamins A, D, E, and K, plus olive oilβwhat you see is what you get.βingredient Β· unsubstantiated
β"Floral Fragrance" = a blend of undisclosed synthetic chemicals linked to inflammation, breakouts, and hormone disruption.βingredient Β· unsubstantiated
β"Free From Parabens" = parabens were swapped for a different preservative system, often one that's equally or more problematic.βingredient Β· unsubstantiated
β"Naturally Derived" = the ingredient started somewhere in nature before being heavily processed, synthesized, or chemically altered.βingredient Β· unsubstantiated
Products featured
Whipped Beef Tallow Honey Skin Creamhero
Kujola
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