How Mad Viking built this send — a scent discovery email shipped as mixed / modular on Saturday at 7am, carrying a 10% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
10% off — 12.5 points shallower than the tracked set average of 22.5% (this brand averages 10.0% when it discounts).
Voice warmth 0.59 for Mad Viking vs 0.70 across the set — a cooler, more clinical register than the average competitor.
01
Message & creative
Message theme
Scent Discovery
Creative format
Mixed / modular
Secondary: Product hero
Secondary theme
Discount Led
Hero headline
Find Your Scent
Emotional appeal
fear of missing out
Calendar moment
Evergreen
Not tied to a seasonal window.
02
Offer
Mechanic
% off
A percentage off the price — the most common kind.
Depth
10% off
Promo phase
Last chance
A deadline push — 'Ends tonight', 'Final hours'.
Promo code
Auto / none
Minimum spend
None
Urgency
Deadline-led
03
Voice & tone
Warmth0.55
ClinicalWarm
Formality0.30
CasualFormal
Reader focus0.60
“We”“You”
Expressiveness0.65
RestrainedExuberant
Reading grade 6.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“Shop Now”
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
37
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: none
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: https
From alignment
Aligned
Domain: root
Footer hygiene
Minimal
06
Send timing
Day
Saturday
Local hour
7am
Send type
flow
Flow: win back
07
Claims & products
Claims extracted
“Top Scent of 2024 — Axe & Oak”ranking · unsubstantiated
“Subscribe & Save: 20% off your first 3 orders & 25% after that”efficacy · unsubstantiated
“Premium Quality”ingredient · unsubstantiated
“Hassle-free returns”guarantee · unsubstantiated
Products featured
Axe & Oak Beard & Body Soapbestseller
Axe & Oak Moustache Wax
Axe & Oak Beard Butter
Fenrir Beard Balm
Fenrir Biotin Beard Conditioner
Fenrir Beard Oil
Valhalla Beard & Body Lotion Spray
Valhalla Beard Oil
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.