How LYS Beauty built this send — a clean beauty & inclusivity email shipped as mixed / modular on Tuesday at 6am, carrying a 15% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
15% off — 7.5 points shallower than the tracked set average of 22.5% (this brand averages 15.0% when it discounts).
Voice warmth 0.82 for LYS Beauty vs 0.70 across the set — a warmer, more human register than the average competitor.
01
Message & creative
Message theme
Clean Beauty & Inclusivity
Creative format
Mixed / modular
Secondary: Editorial / long-form
Secondary theme
Brand Mission & Empowerment
Hero headline
Welcome to LYS Beauty, Confident Queen!
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
15% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
[redacted]
Minimum spend
None
Urgency
None
03
Voice & tone
Warmth0.90
ClinicalWarm
Formality0.25
CasualFormal
Reader focus0.85
“We”“You”
Expressiveness0.80
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“Shop Clean Beauty Products”
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
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: root
Footer hygiene
Minimal
06
Send timing
Day
Tuesday
Local hour
6am
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“100% vegan and cruelty-free”ingredient · substantiated
“Free from gluten, talc, silicones, mineral oils, fragrance and SLS”ingredient · substantiated
“Made with natural, plant-based ingredients”ingredient · unsubstantiated
“35 shades designed to nourish and care for diverse skin types”efficacy · unsubstantiated
“Exclusively black-owned and confidently clean beauty brand”ingredient · substantiated
Products featured
Triple Fix Serum Foundationhero
Aim High Multi-Use Liquid Highlighter (Brave, Fearless, Genuine)
Speak Color Lip Product
LYS Makeup Brush
Kujola
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