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Lumene/Nordic Clean Ingredients & Sustainability/email teardown

Welcome to Lumene's Inner Circle! 🧡

How Lumene built this send — a nordic clean ingredients & sustainability email shipped as mixed / modular on Tuesday at 7am, carrying a 30% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.

From: LumeneflowPreheader: “Includes a discount code ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏”
Offer
30% off
Voice warmth
0.72
Sent
Tue · 7am
Format
Mixed / modular
How this send compares
  • 30% off — 7.5 points deeper than the tracked set average of 22.5% (this brand averages 30.0% when it discounts).
  • Voice warmth 0.72 for Lumene vs 0.70 across the set — right on the set median.
01

Message & creative

Message theme
Nordic Clean Ingredients & Sustainability
Creative format
Mixed / modular
Secondary: Product hero
Secondary theme
Welcome Discount
Hero headline
Welcome to Lumene's Inner Circle!
Emotional appeal
belonging
Calendar moment
Evergreen
Not tied to a seasonal window.
02

Offer

Mechanic
% off
A percentage off the price — the most common kind.
Depth
30% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
[redacted]
Minimum spend
None
Urgency
None
Carries exclusions
03

Voice & tone

Warmth0.72
ClinicalWarm
Formality0.55
CasualFormal
Reader focus0.65
“We”“You”
Expressiveness0.60
RestrainedExuberant

Reading grade 8.0 — the approximate US reading level of the body copy.

04

Call to action

Primary CTA
“SHOP NOW”
Destination
Homepage
Links to the homepage or a general landing page.
Verb framing
Shop / Buy
Direct buying words — 'Shop now', 'Add to bag'.
CTA count
19
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: root
Footer hygiene
Minimal
06

Send timing

Day
Tuesday
Local hour
7am
Send type
flow
Flow: welcome
07

Claims & products

Claims extracted
  • “Up to 99% naturally derived ingredients”ingredient · unsubstantiated
  • “100% of skincare and foundation formulations are vegan”ingredient · substantiated
  • “50% of Nordic ingredients developed from side-streams of other industries”sustainability · unsubstantiated
  • “Pioneering circularity for 20 years”sustainability · unsubstantiated
  • “Certified B Corporation”efficacy · substantiated
Products featured
  • Nordic-C [Valo] Glow Boost Essence$10hero
  • Blur Even Cover Longwear Foundationnew
  • Nordic Bloom Bounce Eye Creamnew
  • CC Color Correcting Cream SPF20bestseller
  • Nordic Hydra [Lähde] Intense Hydration Moisturizerbestseller
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08

The creative

The original email as it rendered in the inbox. Shown for reference and sandboxed — it is not part of the indexed analysis above.