How ORLY built this send — a heritage & brand story email shipped as mixed / modular on Wednesday 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
Heritage & Brand Story
Creative format
Mixed / modular
Secondary: Editorial / long-form
Secondary theme
Clean Ingredients & Sustainability
Hero headline
Welcome to the ORLY Family!
Emotional appeal
belonging
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
Warmth0.85
ClinicalWarm
Formality0.30
CasualFormal
Reader focus0.55
“We”“You”
Expressiveness0.70
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
11
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
Wednesday
Local hour
12pm
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“Jeff Pink started ORLY in 1975 and we've been family owned ever since”ingredient · substantiated
“Bonder is the most sought after basecoat by professionals”social proof · unsubstantiated
“ORLY continues to be the Professional Standard in Nail Color and Care since 1975”ranking · unsubstantiated
“We've NEVER tested on animals, ALWAYS been Cruelty-Free, and all our colors are vegan”sustainability · substantiated
“Formulated without harmful ingredients”ingredient · unsubstantiated
“ORLY created the Original French Manicure”efficacy · unsubstantiated
Products featured
Monroe's Redbestseller
Confettibestseller
White Tipsbestseller
Bonder
GELFX
Kujola
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