How RMS Beauty built this send — a clean ingredients email shipped as mixed / modular on Friday at 7am, 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 18.0% when it discounts).
Voice warmth 0.66 for RMS Beauty 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: User-generated
Secondary theme
Discount Led
Hero headline
The OG Clean Makeup Brand
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
Launch
The sale opens and the main offer is shown.
Promo code
[redacted]
Minimum spend
None
Urgency
None
03
Voice & tone
Warmth0.65
ClinicalWarm
Formality0.55
CasualFormal
Reader focus0.60
“We”“You”
Expressiveness0.50
RestrainedExuberant
Reading grade 8.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“Shop RMS Beauty”
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
36
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
Friday
Local hour
7am
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“Every formula is centered around skincare and made using raw, food grade, organic, wildcrafted, and natural ingredients with performance quality that's master makeup artist approved.”ingredient · unsubstantiated
“Best primer on the market! Makes your skin look flawless and perfectly moisturized. - Joanne J.”social proof · unsubstantiated
“It's fabulous. I get so many compliments on how beautiful my skin looks. That's a first in my 62 years. - Tracy.”social proof · unsubstantiated
Products featured
ReDimension Hydra Powder Blushbestseller
Supernatural Radiance Serum SPF 30hero
ReEvolve Radiance Locking Primer
Kujola
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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.