How Lilac St. built this send — a routine education email shipped as editorial / long-form on Sunday at 9pm, carrying a free shipping offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
When Lilac St. does discount it averages 32.5% off — 10.0 points deeper than the set average of 22.5%. This send itself carries no offer.
Voice warmth 0.72 for Lilac St. vs 0.70 across the set — right on the set median.
01
Message & creative
Message theme
Routine Education
Creative format
Editorial / long-form
Secondary: Product hero
Secondary theme
Summer Inspiration
Hero headline
Summer, Styled Your Way
Emotional appeal
aspiration
Calendar moment
Summer kickoff
Early-summer push for sunscreen and travel sizes.
02
Offer
Mechanic
Free shipping
Free or upgraded shipping, often once you spend enough.
Depth
Non-numeric
Promo phase
Not a promo
No offer in the email.
Promo code
Auto / none
Minimum spend
$65
Urgency
None
03
Voice & tone
Warmth0.75
ClinicalWarm
Formality0.35
CasualFormal
Reader focus0.80
“We”“You”
Expressiveness0.65
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“SHOP LASHES”
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
23
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
postal address
06
Send timing
Day
Sunday
Local hour
9pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“the best lash routine is the one that fits seamlessly into your life”efficacy · unsubstantiated
Products featured
Lasheshero
Kujola
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