How Thymes built this send — a new customer welcome offer email shipped as mixed / modular on Wednesday at 7am, carrying a 10% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
10% off — 12.5 points shallower than the tracked set average of 22.5% (this brand averages 10.0% when it discounts).
Voice warmth 0.72 for Thymes vs 0.70 across the set — a warmer, more human register than the average competitor.
01
Message & creative
Message theme
New Customer Welcome Offer
Creative format
Mixed / modular
Secondary: Editorial / long-form
Secondary theme
Social Proof
Hero headline
Your Space, Your Scent
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
10% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
[redacted]
Minimum spend
None
Urgency
Deadline-led
Expires Sat, Jun 27, 2026
03
Voice & tone
Warmth0.72
ClinicalWarm
Formality0.65
CasualFormal
Reader focus0.75
“We”“You”
Expressiveness0.55
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“EXPLORE FAVORITE FRAGRANCES”
Destination
Collection
Links to a category or a grid of products.
Verb framing
Discover / Explore
Browsing words — 'Explore', 'See the edit', 'Discover'.
CTA count
28
Multi-CTA layout
Primary destination URL
trk.send.thymes.com
No UTM tagging detected
Tracking domain
—
ESP fingerprint · Klaviyo
05
Deliverability posture
SPF
None
DKIM
Pass
DMARC
Pass
Policy: reject
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: both
From alignment
Misaligned
Domain: subdomain
Footer hygiene
postal address
06
Send timing
Day
Wednesday
Local hour
7am
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“Unlike any other! Simply the BEST. Frasier Fir is unsurpassed.”social proof · unsubstantiated
“This is such a classic and delicious scent. It works amazing.”social proof · unsubstantiated
“Compelling, mysterious, warm, protective, exquisite. There is nothing like this candle.”social proof · unsubstantiated
“The Formula: Inspired by nature, for comforting daily rituals.”ingredient · unsubstantiated
Products featured
Frasier Fir Green Glass Candlebestseller
Eucalyptus Eau de Parfumbestseller
Noir Woods 3-Wick Poured Candlebestseller
Kujola
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