How Michael Malul built this send — a luxury fragrance storytelling email shipped as mixed / modular on Tuesday at 7am, carrying a 20% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
20% off — 2.5 points shallower than the tracked set average of 22.5% (this brand averages 20.0% when it discounts).
Voice warmth 0.75 for Michael Malul vs 0.70 across the set — a warmer, more human register than the average competitor.
01
Message & creative
Message theme
Luxury Fragrance Storytelling
Creative format
Mixed / modular
Secondary: Product hero
Secondary theme
New Customer Discount
Hero headline
Welcome to Michael Malul! Receive 20% Off Your First Order
Emotional appeal
aspiration
Calendar moment
Evergreen
Not tied to a seasonal window.
02
Offer
Mechanic
% off
A percentage off the price — the most common kind.
Depth
20% 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
Warmth0.75
ClinicalWarm
Formality0.65
CasualFormal
Reader focus0.60
“We”“You”
Expressiveness0.70
RestrainedExuberant
Reading grade 9.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“START EXPLORING”
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
19
Multi-CTA layout
Primary destination URL
ctrk.klclick1.com
No UTM tagging detected
Tracking domain
ctrk.klclick1.com
ESP fingerprint · Klaviyo
05
Deliverability posture
SPF
None
DKIM
Pass
DMARC
Pass
Policy: quarantine
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: both
From alignment
Misaligned
Domain: subdomain
Footer hygiene
postal address, privacy link, preference center
06
Send timing
Day
Tuesday
Local hour
7am
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“scents that linger long after you've left the room”efficacy · unsubstantiated
“fragrances beloved by our community”social proof · unsubstantiated
Products featured
Sangria+ Saffronhero
Ocean Noirbestseller
Citizen Jack Absolutebestseller
Build-a-Bundle Travel Set
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.