How Laura Mercier built this send — a new launch anniversary email shipped as product hero on Tuesday at 5pm, carrying a 10% free shipping offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
10% off — 12.5 points shallower than the tracked set average of 22.5% (this brand averages 17.8% when it discounts).
Voice warmth 0.64 for Laura Mercier vs 0.70 across the set — a cooler, more clinical register than the average competitor.
01
Message & creative
Message theme
New Launch Anniversary
Creative format
Product hero
Secondary: Editorial / long-form
Secondary theme
Social Proof
Hero headline
One Year Of Secret Eye Brightening Powder
Emotional appeal
aspiration
Calendar moment
Evergreen
Not tied to a seasonal window.
02
Offer
Mechanic
Free shipping
Free or upgraded shipping, often once you spend enough.
Depth
10% off
Promo phase
Not a promo
No offer in the email.
Promo code
Auto / none
Minimum spend
$50
Urgency
None
03
Voice & tone
Warmth0.65
ClinicalWarm
Formality0.70
CasualFormal
Reader focus0.50
“We”“You”
Expressiveness0.55
RestrainedExuberant
Reading grade 8.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“Shop Eye Brightener”
Destination
Product page
Links straight to a single product.
Verb framing
Shop / Buy
Direct buying words — 'Shop now', 'Add to bag'.
CTA count
32
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: https
From alignment
Aligned
Domain: dedicated subdomain
Footer hygiene
Minimal
06
Send timing
Day
Tuesday
Local hour
5pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“Infused with light-reflecting pearls to conceal and color-correct with crease-free wear”ingredient · unsubstantiated
“Our under eye brightener achieved instant hero status for its awakening powers”efficacy · unsubstantiated
“92% [implied high satisfaction rate visible in email]”social proof · unsubstantiated
“Allure's Best of Beauty Winner”ranking · substantiated
“Five-star reviews”social proof · substantiated
Products featured
Secret Brightening Color Correcting Under Eye Setting Powderhero
Kujola
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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.