kujolaEnter app

Project Reef/Clean Ingredients/email teardown

Why mineral?

How Project Reef built this send — a clean ingredients email shipped as editorial / long-form on Wednesday at 8am, carrying a 10% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.

From: Project ReefflowPreheader: “Your 10% off is waiting! ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏”
Offer
10% off
Voice warmth
0.55
Sent
Wed · 8am
Format
Editorial / long-form
How this send compares
  • 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
Editorial / long-form
Secondary: Product hero
Secondary theme
Sustainability
Refills, packaging, sourcing, and environmental commitments.
Hero headline
Why Mineral?
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
10% off
Promo phase
Not a promo
No offer in the email.
Promo code
[redacted]
Minimum spend
None
Urgency
None
03

Voice & tone

Warmth0.55
ClinicalWarm
Formality0.55
CasualFormal
Reader focus0.65
“We”“You”
Expressiveness0.40
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
7
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
Wednesday
Local hour
8am
Send type
flow
Flow: welcome
07

Claims & products

Claims extracted
  • “Non-nano zinc protection”ingredient · unsubstantiated
  • “Lightweight feel”efficacy · unsubstantiated
  • “Reef-conscious formulas”sustainability · unsubstantiated
  • “Made for everyday wear”efficacy · unsubstantiated
  • “Gentle, effective SPF designed for your skin and the ocean”efficacy · unsubstantiated
  • “Safe suncare that protects corals, cuts carbon and keeps plastic out of the ocean 1 LB at a time”sustainability · unsubstantiated
  • “Reef-Safe, Mineral, Cruelty-Free, Sustainable, Vegan”ingredient · unsubstantiated
Products featured
  • Body Suncare
  • Face Suncare
  • After Suncare
  • Bundle + Save
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08

The creative

The original email as it rendered in the inbox. Shown for reference and sandboxed — it is not part of the indexed analysis above.