How So Avant Garde built this send — a discount led email shipped as product hero on Thursday at 7am, carrying a 15% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
15% off — 7.5 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
Discount Led
Creative format
Product hero
Secondary: Mixed / modular
Secondary theme
Community Belonging
Hero headline
JOIN THE SCENT CIRCLE — MORE THAN NICHE FRAGRANCES
Emotional appeal
belonging
Calendar moment
Evergreen
Not tied to a seasonal window.
02
Offer
Mechanic
% off
A percentage off the price — the most common kind.
Depth
15% off
Promo phase
Reminder
A mid-sale nudge — 'Still on', 'Don't miss'.
Promo code
[redacted]
Minimum spend
None
Urgency
Deadline-led
03
Voice & tone
Warmth0.65
ClinicalWarm
Formality0.45
CasualFormal
Reader focus0.70
“We”“You”
Expressiveness0.75
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“EXPLORE BEST SELLERS”
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
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
Thursday
Local hour
7am
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“We're a community of fragrance lovers, not just a store. Get curated samples, expert tips, and a seamless scent journey.”efficacy · unsubstantiated
“Timeless, exclusive, and crafted to perfection — discover our bestsellers.”ranking · unsubstantiated
Products featured
Ame du Fleur Eau de Parfumbestseller
Collezione Riservata Marshmallow & Lavender Extrait de Parfumbestseller
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