MAKEUP BY MARIO / Founder Story / email teardown
Our founder's story How MAKEUP BY MARIO built this send — a founder story email shipped as editorial / long-form on Wednesday at 7am, carrying a 15% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
Wed, Jun 24, 2026 From: MAKEUP BY MARIO flow Preheader: “Meet Mario. ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ”
Format
Editorial / long-form
How this send compares
15% off — 7.5 points shallower than the tracked set average of 22.5% (this brand averages 20.6% when it discounts).Voice warmth 0.48 for MAKEUP BY MARIO vs 0.70 across the set — a cooler, more clinical register than the average competitor. 01
Message & creative Message theme
Founder Story
Creative format
Editorial / long-form
Secondary: Mixed / modular
Secondary theme
Routine Education
Hero headline
Meet Our Founder: Mario Dedivanovic
Calendar moment
Evergreen
Not tied to a seasonal window.
02
Offer Mechanic
% off
A percentage off the price — the most common kind.
Promo phase
Not a promo
No offer in the email.
03
Voice & tone Formality 0.60
Casual Formal
Reader focus 0.45
“We” “You”
Expressiveness 0.55
Restrained Exuberant
Reading grade 8.0 — the approximate US reading level of the body copy.
04
Call to action 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
trk.makeupbymario.com
No UTM tagging detected
Tracking domain
—
ESP fingerprint · Unknown
05
Deliverability posture DMARC
Pass
Policy: quarantine
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: https
From alignment
Aligned
Domain: root
Footer hygiene
postal address, privacy link
06
Send timing Send type
flow
Flow: welcome
07
Claims & products Claims extracted
“Inspiring a global community for 25 years, Mario is a true master of his craft.” social proof · unsubstantiated “Groundbreaking formulas with effortless application” efficacy · unsubstantiated “Leaping Bunny Certified (Cruelty Free)” sustainability · substantiated “82% (visible percentage, likely a product claim)” efficacy · unsubstantiated Products featured
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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.
More from MAKEUP BY MARIO → All founder story emails → All % off offers →