How So Avant Garde built this send — a discovery & exploration email shipped as mixed / modular on Wednesday at 3pm, carrying a 20% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
20% off — 2.5 points shallower than the tracked set average of 22.5% (this brand averages 22.3% when it discounts).
Voice warmth 0.59 for So Avant Garde vs 0.70 across the set — a cooler, more clinical register than the average competitor.
01
Message & creative
Message theme
Discovery & Exploration
Creative format
Mixed / modular
Secondary: Product hero
Secondary theme
Discount Led
Hero headline
Find Your Summer Scent
Emotional appeal
aspiration
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
None
03
Voice & tone
Warmth0.65
ClinicalWarm
Formality0.55
CasualFormal
Reader focus0.75
“We”“You”
Expressiveness0.70
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“EXPLORE DISCOVERY SETS”
Destination
Collection
Links to a category or a grid of products.
Verb framing
Discover / Explore
Browsing words — 'Explore', 'See the edit', 'Discover'.
CTA count
21
Multi-CTA layout
Primary destination URL
trk.send.so-avant-garde.com
No UTM tagging detected
Tracking domain
—
ESP fingerprint · Klaviyo
05
Deliverability posture
SPF
None
DKIM
Pass
DMARC
Pass
Policy: none
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: both
From alignment
Misaligned
Domain: subdomain
Footer hygiene
postal address, privacy link, preference center
06
Send timing
Day
Wednesday
Local hour
3pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“Seven distinct fragrance personalities that blend Mediterranean inspiration with modern London character.”ingredient · unsubstantiated
“Two unconventional fragrances for travelers who prefer stories over souvenirs and experiences over expectations.”efficacy · unsubstantiated
Products featured
Gleam London Essentials Discovery Set (7x2ml)
Ghost & People Are Remarkable (2x30ml)
The Gourmand Kit Discovery Set (3x2ml)
Kujola
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