How Hourglass Cosmetics built this send — a bestseller discount email shipped as mixed / modular on Thursday at 5pm, carrying a 20% % off 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 15.7% when it discounts).
Voice warmth 0.55 for Hourglass Cosmetics vs 0.70 across the set — a cooler, more clinical register than the average competitor.
01
Message & creative
Message theme
Bestseller Discount
Creative format
Mixed / modular
Secondary: User-generated
Secondary theme
Social Proof
Hero headline
Our Bestsellers Are 20% Off*
Emotional appeal
exclusivity
Calendar moment
Friends And Family
02
Offer
Mechanic
% off
A percentage off the price — the most common kind.
Depth
20% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
None
Urgency
Deadline-led
Expires Invalid Date
03
Voice & tone
Warmth0.55
ClinicalWarm
Formality0.65
CasualFormal
Reader focus0.70
“We”“You”
Expressiveness0.45
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“SHOP NOW”
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
24
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: quarantine
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: both
From alignment
Misaligned
Domain: subdomain
Footer hygiene
postal address, preference center
06
Send timing
Day
Thursday
Local hour
5pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“Allure Best of Beauty 2023 Award Winner (Veil Hydrating Skin Tint)”ranking · substantiated
“5-star ratings shown for all featured products”social proof · substantiated
“Customer review: 'This palette is like one-stop shopping. It does everything with a beautiful finish.' – Ann”social proof · unsubstantiated
“Customer review: 'Delivers a radiant glow with ease.' – Charmaine”social proof · unsubstantiated
“Customer review: 'Flawless coverage, weightless feel, and all-day wear – a game-changer.' – Marini”social proof · unsubstantiated
“Customer review: 'The best mascara I've ever tried. Makes my lashes stay curled for 14+ hours.' – Maddie”efficacy · unsubstantiated
Products featured
Ambient Lighting Palettebestseller
Veil Hydrating Skin Tintbestseller
Vanish Airbrush Concealerbestseller
Phantom Volumizing Glossy Balmbestseller
Unlocked Instant Extensions Mascarabestseller
The Icons Travel Gift Set
Kujola
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