How OPI built this send — a new launch email shipped as mixed / modular on Sunday at 2pm, carrying a full-price send (no offer). Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
From: OPIflowPreheader: “SoOo glad you're here”
Offer
Full price
Voice warmth
0.88
Sent
Sun · 2pm
Format
Mixed / modular
How this send compares
When OPI does discount it averages 30.0% off — 7.5 points deeper than the set average of 22.5%. This send itself carries no offer.
Voice warmth 0.73 for OPI vs 0.70 across the set — a warmer, more human register than the average competitor.
01
Message & creative
Message theme
New launch
New product drops, restocks, and launch moments.
Creative format
Mixed / modular
Secondary: Editorial / long-form
Secondary theme
Routine / education
How-to, building a routine, and how to apply the product.
Hero headline
Welcome to the Fam
Emotional appeal
belonging
Calendar moment
Summer kickoff
Early-summer push for sunscreen and travel sizes.
02
Offer
Mechanic
No offer
Full-price email — no discount or incentive.
Depth
—
Promo phase
Not a promo
No offer in the email.
Promo code
Auto / none
Minimum spend
None
Urgency
None
03
Voice & tone
Warmth0.88
ClinicalWarm
Formality0.20
CasualFormal
Reader focus0.75
“We”“You”
Expressiveness0.85
RestrainedExuberant
Reading grade 6.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“EXPLORE NOW”
Destination
Collection
Links to a category or a grid of products.
Verb framing
Discover / Explore
Browsing words — 'Explore', 'See the edit', 'Discover'.
CTA count
22
Multi-CTA layout
Primary destination URL
l.opi.com
No UTM tagging detected
Tracking domain
—
ESP fingerprint · Unknown
05
Deliverability posture
SPF
None
DKIM
Pass
DMARC
Pass
Policy: reject
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: both
From alignment
Aligned
Domain: dedicated subdomain
Footer hygiene
postal address, privacy link
06
Send timing
Day
Sunday
Local hour
2pm
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“Get exclusive offers as part of the OPI family”guarantee · unsubstantiated
“Hear about new products and collections first”social proof · unsubstantiated
“RapiDry Quick-Dry Nail Polish”efficacy · unsubstantiated
“Repair Mode Bond-Building Nail Serum”efficacy · unsubstantiated
“Nail Envy Nail Strengthener”efficacy · unsubstantiated
Products featured
OPI xPRESS/ON Press-On Nailsnew
OPI Repair Mode Bond-Building Nail Serum
OPI Nail Envy Nail Strengthenerbestseller
Trip to the Brite Side Collection Nail Lacquernew
OPI RapiDry Quick-Dry Nail Polishnew
OPI Infinite Shine Gel-Like Lacquer
Kujola
See how your brand compares — open Kujola
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.