How Happy Wax built this send — a discount led email shipped as plain-text on Friday at 7am, carrying a 15% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
From: Happy Waxflow
Offer
15% off
Voice warmth
0.90
Sent
Fri · 7am
Format
Plain-text
How this send compares
15% off — 7.5 points shallower than the tracked set average of 22.5% (this brand averages 15.0% when it discounts).
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
Discount Led
Creative format
Plain-text
Secondary: Product hero
Secondary theme
New Customer Welcome
Hero headline
We noticed you hadn't redeemed your 10% off code — here's 15% off!
Emotional appeal
fear of missing out
Calendar moment
Evergreen
Not tied to a seasonal window.
02
Offer
Mechanic
% off
A percentage off the price — the most common kind.
Depth
15% off
Promo phase
Reminder
A mid-sale nudge — 'Still on', 'Don't miss'.
Promo code
[redacted]
Minimum spend
None
Urgency
Deadline-led
Expires Invalid Date
03
Voice & tone
Warmth0.90
ClinicalWarm
Formality0.20
CasualFormal
Reader focus0.80
“We”“You”
Expressiveness0.70
RestrainedExuberant
Reading grade 6.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“Shop with 15% off”
Destination
Product page
Links straight to a single product.
Verb framing
Shop / Buy
Direct buying words — 'Shop now', 'Add to bag'.
CTA count
4
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
Minimal
06
Send timing
Day
Friday
Local hour
7am
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“72% [implied savings/value reference visible in email]”efficacy · unsubstantiated
Products featured
Mod Wax Warmerhero
Cozy Cabin Collection Pack
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.