How tarte built this send — a new launch email shipped as mixed / modular on Tuesday at 5pm, carrying a 15% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
From: tartecampaignPreheader: “Which shape tape™ is turning your head?”
Offer
15% off
Voice warmth
0.85
Sent
Tue · 5pm
Format
Mixed / modular
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
New Launch
Creative format
Mixed / modular
Secondary: Product hero
Secondary theme
Product Education
Hero headline
coverage worth coupling up with
Emotional appeal
humor
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
Carries exclusions
03
Voice & tone
Warmth0.85
ClinicalWarm
Formality0.20
CasualFormal
Reader focus0.75
“We”“You”
Expressiveness0.88
RestrainedExuberant
Reading grade 6.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“FIND YOUR MATCH”
Destination
Collection
Links to a category or a grid of products.
Verb framing
Discover / Explore
Browsing words — 'Explore', 'See the edit', 'Discover'.
“coverage worth coupling up with”efficacy · unsubstantiated
Products featured
Shape Tape Original Concealerhero
Shape Tape Stick Concealernew
Shape Tape Creamy Concealernew
Shape Tape Radiant Concealernew
Kujola
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