How SALT & STONE built this send — a bestsellers email shipped as mixed / modular on Saturday at 7am, 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 11.3% when it discounts).
Voice warmth 0.61 for SALT & STONE vs 0.70 across the set — a cooler, more clinical register than the average competitor.
01
Message & creative
Message theme
Bestsellers
Creative format
Mixed / modular
Secondary: Product hero
Secondary theme
Discount Led
Hero headline
Find the one
Emotional appeal
fear of missing out
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
Formality0.45
CasualFormal
Reader focus0.65
“We”“You”
Expressiveness0.50
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
15
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: quarantine
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: both
From alignment
Misaligned
Domain: subdomain
Footer hygiene
preference center
06
Send timing
Day
Saturday
Local hour
7am
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“Award-winning, aluminum-free deodorant formulated for 48-hour protection.”efficacy · unsubstantiated
“Body Wash infused with seaweed extracts and hyaluronic acid.”ingredient · substantiated
“Body Mist infused with hydrating glycerin.”ingredient · substantiated
“Body Lotion infused with seaweed extracts and niacinamide.”ingredient · substantiated
“Often sold out, always iconic—these staples are favorites for a reason.”social proof · unsubstantiated
Products featured
Deodorant (Santal & Vetiver)bestseller
Body Wash (Bergamot & Hinoki)bestseller
Body Mist (Black Rose & Oud)bestseller
Body Lotion (Neroli & Basil)bestseller
Body Cream (Bergamot & Hinoki)bestseller
Body Oil (Santal & Vetiver)bestseller
Scented Best Sellers Setbestseller
Kujola
See how your brand compares — open Kujola
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.