"I used to be an OPI girl, but have fallen in love with ORLY."
How ORLY built this send — a social proof email shipped as user-generated on Saturday at 12pm, carrying a 15% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
15% off — 7.5 points shallower than the tracked set average of 22.5% (this brand averages 33.7% when it discounts).
Voice warmth 0.71 for ORLY vs 0.70 across the set — right on the set median.
01
Message & creative
Message theme
Social Proof
Creative format
User-generated
Secondary: Product hero
Secondary theme
Discount Led
Hero headline
Thinking about trying ORLY?
Emotional appeal
trust
Calendar moment
Evergreen
Not tied to a seasonal window.
02
Offer
Mechanic
% off
A percentage off the price — the most common kind.
Depth
15% off
Promo phase
Not a promo
No offer in the email.
Promo code
[redacted]
Minimum spend
None
Urgency
None
03
Voice & tone
Warmth0.80
ClinicalWarm
Formality0.25
CasualFormal
Reader focus0.70
“We”“You”
Expressiveness0.75
RestrainedExuberant
Reading grade 7.0 — 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
8
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
postal address
06
Send timing
Day
Saturday
Local hour
12pm
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“Vegan”ingredient · unsubstantiated
“Formulated without harmful ingredients”ingredient · unsubstantiated
“Made in the USA”ingredient · substantiated
“Featured in InStyle Mag's Best Beauty Buys 2019”ranking · substantiated
“84% of customers love our products (implied by subject/preheader social proof framing)”social proof · unsubstantiated
Products featured
ORLY Breathable Treatment + Colorhero
ORLY Bonder Base Coat
ORLY Nail Polish
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.