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Sunday Riley/Discount Led/email teardown

30% Off Your Best Match for Clear Skin, at Ulta

How Sunday Riley built this send — a discount led email shipped as product hero on Wednesday at 5pm, carrying a 30% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.

From: Sunday RileycampaignPreheader: “Calm breakouts by day, target texture by night. ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ”
Offer
30% off
Voice warmth
0.55
Sent
Wed · 5pm
Format
Product hero
How this send compares
  • 30% off — 7.5 points deeper than the tracked set average of 22.5% (this brand averages 22.5% when it discounts).
  • Voice warmth 0.65 for Sunday Riley 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
Clinical Results
Hero headline
30% Off Your Best Match for Clear Skin, at Ulta
Emotional appeal
fear of missing out
Calendar moment
Summer Skin Reset
02

Offer

Mechanic
% off
A percentage off the price — the most common kind.
Depth
30% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
None
Urgency
None
Carries exclusions
03

Voice & tone

Warmth0.55
ClinicalWarm
Formality0.45
CasualFormal
Reader focus0.70
“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 at Ulta”
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
14
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: quarantine
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: https
From alignment
Aligned
Domain: root
Footer hygiene
postal address
06

Send timing

Day
Wednesday
Local hour
5pm
Send type
campaign
One-off campaign
07

Claims & products

Claims extracted
  • “Best Calming Serum – Cosmopolitan”ranking · substantiated
  • “Best Acne Serum – O, The Oprah Magazine”ranking · substantiated
  • “Best Retinol Serum for Acne – Cosmopolitan”ranking · substantiated
  • “Award-winning serums for calmer, clearer skin”efficacy · unsubstantiated
  • “Certified B Corporation”sustainability · substantiated
  • “Cruelty Free / Leaping Bunny Certified”sustainability · substantiated
  • “rePurpose certified”sustainability · substantiated
  • “One Tree Planted”sustainability · substantiated
Products featured
  • Peacekeeper Acne Treatment Serumhero
  • A.I. Smart-Retinoid Serum for Acne-Prone Skinhero
  • Detox Darling
  • Breakout Breakup
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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.