How Obagi Medical built this send — a clinical results email shipped as product hero on Sunday at 12pm, carrying a $55 $ off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
When Obagi Medical does discount it averages 34.8% off — 12.2 points deeper than the set average of 22.5%. This send itself carries no offer.
Voice warmth 0.47 for Obagi Medical vs 0.70 across the set — a cooler, more clinical register than the average competitor.
01
Message & creative
Message theme
Clinical Results
Creative format
Product hero
Secondary: Editorial / long-form
Secondary theme
Bundle Savings
Hero headline
Achieve Face-Defining Lashes & Brows
Emotional appeal
aspiration
Calendar moment
Evergreen
Not tied to a seasonal window.
02
Offer
Mechanic
$ off
A flat dollar amount off the price.
Depth
$55 off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
None
Urgency
None
03
Voice & tone
Warmth0.45
ClinicalWarm
Formality0.75
CasualFormal
Reader focus0.60
“We”“You”
Expressiveness0.45
RestrainedExuberant
Reading grade 9.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“SHOP NOW”
Destination
Product page
Links straight to a single product.
Verb framing
Shop / Buy
Direct buying words — 'Shop now', 'Add to bag'.
CTA count
22
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
postal address, preference center
06
Send timing
Day
Sunday
Local hour
12pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“93% of participants reported an improvement in the appearance of their lashes after 16 weeks”efficacy · substantiated
“89% of participants reported improvement in the appearance of the thickness of their lashes after 16 weeks”efficacy · substantiated
“89% of participants reported improvement in the appearance of the density of their lashes after 16 weeks”efficacy · substantiated
“100% of participants reported improvement in the appearance of the brow fill after 8 weeks”efficacy · substantiated
“96% of participants reported improvement in the appearance of the brow density and volume after 8 weeks”efficacy · substantiated
“85% of participants reported improvement in the overall healthy appearance of brows after 8 weeks”efficacy · substantiated
Products featured
Obagi Nu-Cil Eyelash Enhancing Serumhero
Obagi Nu-Cil Eyebrow Boosting Serumhero
Obagi Nu-Cil Lash & Brow Kitted Set$100hero
Kujola
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