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Stila Cosmetics/Discount Led/email teardown

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How Stila Cosmetics built this send — a discount led email shipped as mixed / modular on Monday at 6am, carrying a 15% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.

From: Stila CosmeticsflowPreheader: “Code inside! ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏”
Offer
15% off
Voice warmth
0.55
Sent
Mon · 6am
Format
Mixed / modular
How this send compares
  • 15% off — 7.5 points shallower than the tracked set average of 22.5% (this brand averages 17.0% when it discounts).
  • Voice warmth 0.65 for Stila Cosmetics vs 0.70 across the set — a cooler, more clinical register than the average competitor.
01

Message & creative

Message theme
Discount Led
Creative format
Mixed / modular
Secondary: User-generated
Secondary theme
Social Proof
Hero headline
Your 15% OFF Expires Soon
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
15% off
Promo phase
Last chance
A deadline push — 'Ends tonight', 'Final hours'.
Promo code
[redacted]
Minimum spend
None
Urgency
Deadline-led
Expires Invalid Date
03

Voice & tone

Warmth0.55
ClinicalWarm
Formality0.40
CasualFormal
Reader focus0.75
“We”“You”
Expressiveness0.60
RestrainedExuberant

Reading grade 7.0 — the approximate US reading level of the body copy.

04

Call to action

Primary CTA
“SHOP NOW”
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
22
Multi-CTA layout
Primary destination URL
ctrk.klclick1.com
No UTM tagging detected
Tracking domain
ctrk.klclick1.com
ESP fingerprint · Klaviyo
05

Deliverability posture

SPF
None
DKIM
Pass
DMARC
Pass
Policy: quarantine
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: https
From alignment
Aligned
Domain: root
Footer hygiene
postal address, privacy link
06

Send timing

Day
Monday
Local hour
6am
Send type
flow
Flow: win back
07

Claims & products

Claims extracted
  • “Stay All Day® Waterproof Liquid Eye Liner — Sharp. Precision. Waterproof. Doesn't smudge.”efficacy · unsubstantiated
  • “Stay All Day® Liquid Lipstick stays for such a long time”efficacy · unsubstantiated
  • “Calligraphy Lip Stain — long lasting, no feathering”efficacy · unsubstantiated
Products featured
  • Stay All Day® Waterproof Liquid Eye Linerbestseller
  • Stay All Day® Liquid Lipstickbestseller
  • Calligraphy Lip Stainbestseller
  • Heaven's Hue Highlighter
  • Heaven's Dew™ Honey Glow Balm
  • Liqua-Play™ Eye Shadow
  • Stay All Day® Smudge & Set Waterproof Gel Eye Liner
  • Kitten Eye Shadow Compact
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08

The creative

The original email as it rendered in the inbox. Shown for reference and sandboxed — it is not part of the indexed analysis above.