How Sunday Riley built this send — a new customer welcome discount email shipped as mixed / modular on Tuesday at 6am, 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 22.5% 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
New Customer Welcome Discount
Creative format
Mixed / modular
Secondary: Product hero
Secondary theme
Sustainability Credentials
Hero headline
Welcome! glow-getter — Your Discount Awaits
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
Launch
The sale opens and the main offer is shown.
Promo code
[redacted]
Minimum spend
None
Urgency
None
03
Voice & tone
Warmth0.85
ClinicalWarm
Formality0.35
CasualFormal
Reader focus0.80
“We”“You”
Expressiveness0.75
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
31
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
Tuesday
Local hour
6am
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“Certified B Corporation — meets highest standards of verified social and environmental performance, public transparency, and legal accountability”sustainability · substantiated
“My Green Lab Certified Green”sustainability · substantiated
“Good Genes deeply exfoliates the dull surface of skin for clarity, radiance, and younger-looking skin; visibly brightens the appearance of dark spots and discolorations; instantly plumps the look of fine lines and wrinkles in 3 minutes”efficacy · unsubstantiated
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.