How The Body Shop built this send — a sustainability email shipped as mixed / modular on Wednesday at 6am, carrying a 50% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
From: The Body ShopflowPreheader: “Learn about how The Body Shop is changing the world of beauty. ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏”
Offer
50% off
Voice warmth
0.80
Sent
Wed · 6am
Format
Mixed / modular
How this send compares
50% off — 27.5 points deeper than the tracked set average of 22.5% (this brand averages 29.3% when it discounts).
Voice warmth 0.72 for The Body Shop vs 0.70 across the set — right on the set median.
01
Message & creative
Message theme
Sustainability
Refills, packaging, sourcing, and environmental commitments.
Creative format
Mixed / modular
Secondary: Editorial / long-form
Secondary theme
Clean Ingredients
Hero headline
Welcome to Our World of Ethical Beauty
Emotional appeal
trust
Calendar moment
Evergreen
Not tied to a seasonal window.
02
Offer
Mechanic
% off
A percentage off the price — the most common kind.
Depth
50% off
Promo phase
Not a promo
No offer in the email.
Promo code
[redacted]
Minimum spend
None
Urgency
None
03
Voice & tone
Warmth0.80
ClinicalWarm
Formality0.45
CasualFormal
Reader focus0.55
“We”“You”
Expressiveness0.65
RestrainedExuberant
Reading grade 8.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“DISCOVER MORE”
Destination
Collection
Links to a category or a grid of products.
Verb framing
Discover / Explore
Browsing words — 'Explore', 'See the edit', 'Discover'.
CTA count
33
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: reject
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: https
From alignment
Aligned
Domain: dedicated subdomain
Footer hygiene
privacy link
06
Send timing
Day
Wednesday
Local hour
6am
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“Every beauty product is cruelty-free.”sustainability · substantiated
“We believe in beauty without stereotypes.”efficacy · unsubstantiated
“We've been at the forefront of ethical beauty since 1976.”social proof · substantiated
Products featured
Ginger Anti-Dandruff Shampoo
Hemp Hand Protector
Camomile Sumptuous Cleansing Butter
Shea Body Butter
Kujola
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