How Toups and Co built this send — a clean ingredients email shipped as mixed / modular on Tuesday at 7am, 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 26.1% when it discounts).
Voice warmth 0.75 for Toups and Co vs 0.70 across the set — a warmer, more human register than the average competitor.
01
Message & creative
Message theme
Clean Ingredients
Creative format
Mixed / modular
Secondary: Product hero
Secondary theme
New Customer Welcome Offer
Hero headline
Welcome to Clean Beauty — 15% Off, Just for You
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
Warmth0.80
ClinicalWarm
Formality0.45
CasualFormal
Reader focus0.75
“We”“You”
Expressiveness0.60
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“EXPLORE CLEAN BEAUTY”
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
29
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: none
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: both
From alignment
Misaligned
Domain: subdomain
Footer hygiene
Minimal
06
Send timing
Day
Tuesday
Local hour
7am
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“Full ingredient transparency and effective, nature-powered formulas”ingredient · unsubstantiated
“Does your foundation promote healthier skin, even after taking it off? Ours does.”efficacy · unsubstantiated
“Deep hydration and fewer fine lines”efficacy · unsubstantiated
“Remove makeup and balance oily skin with our vitamin-packed cleansing oil”ingredient · unsubstantiated
“Experience all day glam without the toxins or irritation”ingredient · unsubstantiated
Products featured
Liquid Foundationbestseller
Frankincense Face Balmbestseller
Seabuckthorn Cleansing Oilbestseller
Long Lash Mascarabestseller
Kujola
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