How tarte built this send — a waterproof performance email shipped as product hero on Thursday at 11pm, carrying a 15% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
From: tartecampaignPreheader: “we'll handle the rest”
Offer
15% off
Voice warmth
0.72
Sent
Thu · 11pm
Format
Product hero
How this send compares
15% off — 7.5 points shallower than the tracked set average of 22.5% (this brand averages 24.7% when it discounts).
Voice warmth 0.71 for tarte vs 0.70 across the set — right on the set median.
01
Message & creative
Message theme
Waterproof Performance
Creative format
Product hero
Secondary: Mixed / modular
Secondary theme
New Launch
Hero headline
poolside approved — Dive in. Your makeup can handle it.
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
15% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
[redacted]
Minimum spend
None
Urgency
None
Carries exclusions
03
Voice & tone
Warmth0.72
ClinicalWarm
Formality0.25
CasualFormal
Reader focus0.65
“We”“You”
Expressiveness0.78
RestrainedExuberant
Reading grade 6.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“SHOP WATERPROOF MAKEUP”
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
24
Multi-CTA layout
Primary destination URL
link.tartecosmetics.com
No UTM tagging detected
Tracking domain
—
ESP fingerprint · Unknown
05
Deliverability posture
SPF
None
DKIM
Pass
DMARC
Pass
Policy: quarantine
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: both
From alignment
Aligned
Domain: root
Footer hygiene
postal address, privacy link
06
Send timing
Day
Thursday
Local hour
11pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“Your makeup can handle it (waterproof/water-resistant claim)”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.