How Project Reef built this send — a clean ingredients email shipped as mixed / modular on Tuesday at 8am, carrying a 10% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
10% off — 12.5 points shallower than the tracked set average of 22.5% (this brand averages 10.0% when it discounts).
Voice warmth 0.65 for Project Reef vs 0.70 across the set — a cooler, more clinical register than the average competitor.
01
Message & creative
Message theme
Clean Ingredients
Creative format
Mixed / modular
Secondary: Product hero
Secondary theme
Sustainability
Refills, packaging, sourcing, and environmental commitments.
Hero headline
Welcome to the Ohana!
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
10% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
[redacted]
Minimum spend
None
Urgency
None
03
Voice & tone
Warmth0.85
ClinicalWarm
Formality0.30
CasualFormal
Reader focus0.65
“We”“You”
Expressiveness0.60
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“COME ON IN”
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
13
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
None
Policy: none
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: both
From alignment
Misaligned
Domain: subdomain
Footer hygiene
Minimal
06
Send timing
Day
Tuesday
Local hour
8am
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“Reef-Safe formulas”ingredient · unsubstantiated
“Mineral sunscreen”ingredient · substantiated
“Cruelty-Free”sustainability · unsubstantiated
“Sustainable”sustainability · unsubstantiated
“Vegan”ingredient · unsubstantiated
“Clean, effective coverage with every use”efficacy · unsubstantiated
“Lightweight texture, blends easily, and no white cast”efficacy · unsubstantiated
Products featured
SPF 50 Reef-Safe Sunscreenhero
SPF 30 Reef-Safe Sunscreen
After-Sun Cooling Lotion
Kujola
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