How Happy Wax built this send — a new launch email shipped as product hero on Tuesday at 2pm, carrying a full-price send (no offer). Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
When Happy Wax does discount it averages 15.0% off — 7.5 points shallower than the set average of 22.5%. This send itself carries no offer.
Voice warmth 0.86 for Happy Wax vs 0.70 across the set — a warmer, more human register than the average competitor.
01
Message & creative
Message theme
New Launch
Creative format
Product hero
Secondary: Mixed / modular
Secondary theme
Social Proof
Hero headline
have your cake & melt it too.
Emotional appeal
belonging
Calendar moment
Evergreen
Not tied to a seasonal window.
02
Offer
Mechanic
No offer
Full-price email — no discount or incentive.
Depth
—
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
None
Urgency
None
03
Voice & tone
Warmth0.88
ClinicalWarm
Formality0.20
CasualFormal
Reader focus0.70
“We”“You”
Expressiveness0.85
RestrainedExuberant
Reading grade 5.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“SHOP BIRTHDAY CAKE”
Destination
Product page
Links straight to a single product.
Verb framing
Shop / Buy
Direct buying words — 'Shop now', 'Add to bag'.
CTA count
36
Multi-CTA layout
Primary destination URL
ctrk.klclick1.com
No UTM tagging detected
Tracking domain
ctrk.klclick1.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
Tuesday
Local hour
2pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“Our limited edition Birthday Cake wax melts were so popular that we couldn't bear to say goodbye.”social proof · unsubstantiated
“loved birthday cake! bonus points for the multi colored bears- my kids loved that! -brandi”social proof · unsubstantiated
Products featured
Birthday Cake Wax Meltsnew
Carrot Cake Wax Melts
Waffle Cone Wax Melts
Cherry Pie Wax Melts
Guava Jam Wax Melts
Kujola
See how your brand compares — open Kujola
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.