How DIVA built this send — a discount led email shipped as plain-text on Thursday at 8pm, carrying a 20% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
20% off — 2.6 points shallower than the tracked set average of 22.6% (this brand averages 12.5% when it discounts).
Voice warmth 0.77 for DIVA vs 0.70 across the set — a warmer, more human register than the average competitor.
01
Message & creative
Message theme
Discount Led
Creative format
Plain-text
Founder-note style with little design — reads like a personal email.
Secondary theme
Guarantee
Hero headline
20% off + our 90-day guarantee
Emotional appeal
trust
Calendar moment
Summer kickoff
Early-summer push for sunscreen and travel sizes.
02
Offer
Mechanic
% off
A percentage off the price — the most common kind.
Depth
20% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
[redacted]
Minimum spend
None
Urgency
Deadline-led
Expires Wed, Jul 15, 2026
03
Voice & tone
Warmth0.85
ClinicalWarm
Formality0.35
CasualFormal
Reader focus0.75
“We”“You”
Expressiveness0.55
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“Click here to shop”
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
4
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
Minimal
06
Send timing
Day
Thursday
Local hour
8pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“90-Day Guarantee on DIVA Cup and DIVA Disc”guarantee · substantiated
“86% (implied stat visible in pricing/codes context)”efficacy · unsubstantiated
Products featured
DIVA Cup
DIVA Disc
Cramp Care
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.