How Lilly Lashes built this send — a new launch email shipped as editorial / long-form on Sunday at 7pm, carrying a full-price send (no offer). Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
When Lilly Lashes does discount it averages 25.0% off — 2.5 points deeper than the set average of 22.5%. This send itself carries no offer.
Voice warmth 0.74 for Lilly Lashes vs 0.70 across the set — a warmer, more human register than the average competitor.
01
Message & creative
Message theme
New Launch
Creative format
Editorial / long-form
Story-led, magazine-style layout for education and brand-building.
Secondary theme
Exclusivity
Hero headline
THIS ONE'S DIFFERENT
Emotional appeal
exclusivity
Calendar moment
Evergreen
Not tied to a seasonal window.
02
Offer
Mechanic
No offer
Full-price email — no discount or incentive.
Depth
—
Promo phase
Tease
A heads-up before the sale — 'Something's coming', no offer yet.
Promo code
Auto / none
Minimum spend
$35
Urgency
Deadline-led
03
Voice & tone
Warmth0.70
ClinicalWarm
Formality0.25
CasualFormal
Reader focus0.75
“We”“You”
Expressiveness0.90
RestrainedExuberant
Reading grade 5.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“JOIN THE WAITLIST”
Destination
Collection
Links to a category or a grid of products.
Verb framing
Join / Get matched
Quiz, membership, or community — 'Take the quiz', 'Join'.
CTA count
17
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
postal address, privacy link
06
Send timing
Day
Sunday
Local hour
7pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“#1 Prestige Lash Brand”ranking · unsubstantiated
Products featured
Bratz x Lilly Lashes Limited Edition Collectionnew
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.