How Rare Beauty built this send — a brand mission & self acceptance email shipped as editorial / long-form on Wednesday at 5am, 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 0.86 for Rare Beauty vs 0.70 across the set — a warmer, more human register than the average competitor.
01
Message & creative
Message theme
Brand Mission & Self Acceptance
Creative format
Editorial / long-form
Secondary: Product hero
Secondary theme
New Customer Discount
Hero headline
Welcome to Rare Beauty by Selena Gomez
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
$30
Urgency
Deadline-led
Expires Invalid Date
03
Voice & tone
Warmth0.92
ClinicalWarm
Formality0.25
CasualFormal
Reader focus0.85
“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
22
Multi-CTA layout
Primary destination URL
rare-beauty.attentivemail.com
No UTM tagging detected
Tracking domain
rare-beauty.attentivemail.com
ESP fingerprint · Attentive
05
Deliverability posture
SPF
None
DKIM
Pass
DMARC
Pass
Policy: quarantine
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
5am
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“Makeup made to feel good in, without hiding what makes you unique”efficacy · unsubstantiated
“True to Myself Natural Matte Longwear Foundation”efficacy · unsubstantiated
Products featured
True to Myself Natural Matte Longwear Foundation$38hero
Soft Pinch Tinted Lip Oil$24
Soft Pinch Liquid Blush$25
Kujola
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