How DIVA built this send — a brand heritage email shipped as editorial / long-form on Friday 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 11.4% 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
Brand Heritage
Creative format
Editorial / long-form
Secondary: Product hero
Secondary theme
Sustainability
Refills, packaging, sourcing, and environmental commitments.
Hero headline
Over 20 Years of Better Periods
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
10% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
[redacted]
Minimum spend
$35
Urgency
None
03
Voice & tone
Warmth0.75
ClinicalWarm
Formality0.35
CasualFormal
Reader focus0.55
“We”“You”
Expressiveness0.60
RestrainedExuberant
Reading grade 8.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“UNLOCK BETTER PERIOD CARE”
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: 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
7am
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“Just one DIVA Cup or DIVA Disc can divert over 1,000 disposables from landfills.”sustainability · unsubstantiated
“The Original DivaCup® was born in 2003 as the first reusable, sustainable, more comfortable, and frankly, better period care alternative to disposable tampons and pads.”efficacy · unsubstantiated
“2% of your purchase directly supports menstrual equity and eco initiatives.”sustainability · substantiated
“97% [implied from visible price/codes context — B Corp Certified]”guarantee · substantiated
Products featured
DivaCuphero
DIVA Disc
The Cleanser
Cramp Care Patch
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.