How Leaf Shave built this send — a gamified engagement email shipped as editorial / long-form on Wednesday at 3pm, carrying a 78% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
78% off — 55.5 points deeper than the tracked set average of 22.5% (this brand averages 36.5% when it discounts).
Voice warmth 0.71 for Leaf Shave vs 0.70 across the set — right on the set median.
01
Message & creative
Message theme
Gamified Engagement
Creative format
Editorial / long-form
Secondary: Mixed / modular
Secondary theme
Sustainability
Refills, packaging, sourcing, and environmental commitments.
Hero headline
CAMP CLEAN SHAVE HAS ACTIVITIES! Earn merit badges all month long. Unlock real discount codes.
Emotional appeal
fear of missing out
Calendar moment
Summer kickoff
Early-summer push for sunscreen and travel sizes.
02
Offer
Mechanic
% off
A percentage off the price — the most common kind.
Depth
78% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
None
Urgency
Deadline-led
03
Voice & tone
Warmth0.82
ClinicalWarm
Formality0.20
CasualFormal
Reader focus0.75
“We”“You”
Expressiveness0.88
RestrainedExuberant
Reading grade 6.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“HEAD TO THE CAMP STORE”
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
9
Multi-CTA layout
Primary destination URL
trk.news.leafshave.com
No UTM tagging detected
Tracking domain
—
ESP fingerprint · Klaviyo
05
Deliverability posture
SPF
None
DKIM
Pass
DMARC
Pass
Policy: reject
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: both
From alignment
Misaligned
Domain: subdomain
Footer hygiene
postal address
06
Send timing
Day
Wednesday
Local hour
3pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“Proven Shave Results”efficacy · unsubstantiated
“Use It Forever”ingredient · unsubstantiated
“Protect the Planet”sustainability · unsubstantiated
“Save Money”efficacy · unsubstantiated
Products featured
Leaf Two Razorhero
Shave Care
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.