How Lethal Cosmetics built this send — a mystery box email shipped as product hero on Tuesday at 6pm, carrying a 31% bundle / set offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
31% off — 8.5 points deeper than the tracked set average of 22.5% (this brand averages 31.0% when it discounts).
Voice warmth 0.70 for Lethal Cosmetics vs 0.70 across the set — right on the set median.
01
Message & creative
Message theme
Mystery Box
Creative format
Product hero
Secondary: Plain-text
Secondary theme
Discount Led
Hero headline
Summer is here. And so are Mystery Boxes!
Emotional appeal
fear of missing out
Calendar moment
Summer kickoff
Early-summer push for sunscreen and travel sizes.
02
Offer
Mechanic
Bundle / set
Sets and kits priced below buying each item alone.
Depth
31% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
None
Urgency
None
03
Voice & tone
Warmth0.72
ClinicalWarm
Formality0.20
CasualFormal
Reader focus0.65
“We”“You”
Expressiveness0.80
RestrainedExuberant
Reading grade 5.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“Shop Summer Mystery Boxes”
Destination
Product page
Links straight to a single product.
Verb framing
Shop / Buy
Direct buying words — 'Shop now', 'Add to bag'.
CTA count
6
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: both
From alignment
Misaligned
Domain: subdomain
Footer hygiene
Minimal
06
Send timing
Day
Tuesday
Local hour
6pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“Valued at $100, yours for $69”efficacy · unsubstantiated
“Full-size, hand-picked products curated for heat, colour, and everything summer demands”ingredient · unsubstantiated
Products featured
Summer Mystery Box$69new
Kujola
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