How DIVA built this send — a clean ingredients email shipped as editorial / long-form on Friday at 9am, 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 11.4% when it discounts).
Voice warmth 0.76 for DIVA vs 0.70 across the set — a warmer, more human register than the average competitor.
01
Message & creative
Message theme
Clean Ingredients
Creative format
Editorial / long-form
Secondary: User-generated
Secondary theme
Sustainability
Refills, packaging, sourcing, and environmental commitments.
Hero headline
Rethinking Period Care? You're Not Alone.
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
$35
Urgency
None
Carries exclusions
03
Voice & tone
Warmth0.70
ClinicalWarm
Formality0.35
CasualFormal
Reader focus0.80
“We”“You”
Expressiveness0.65
RestrainedExuberant
Reading grade 8.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“SHOP DIVA CUP”
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
16
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
Friday
Local hour
9am
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“The DIVA Cup and Disc are both made with 100% medical-grade silicone, plus are toxin-free and reusable.”ingredient · substantiated
“Recent studies have shown presence of arsenic, lead and cadmium in mainstream tampons (UC Berkeley study).”efficacy · substantiated
“Join the thousands who have switched to DIVA.”social proof · unsubstantiated
“2% of your purchase directly supports menstrual equity and eco initiatives.”sustainability · substantiated
“Certified B Corporation”sustainability · substantiated
Products featured
DIVA Cuphero
DIVA Disc
DIVA Pelvic Wellness Collectionnew
Kujola
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