How Toups and Co built this send — a founder story email shipped as plain-text on Friday 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
Founder Story
Creative format
Plain-text
Secondary: Editorial / long-form
Secondary theme
Clean Ingredients
Hero headline
Why I Started Toups & Co
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
15% off
Promo phase
Not a promo
No offer in the email.
Promo code
[redacted]
Minimum spend
None
Urgency
None
03
Voice & tone
Warmth0.90
ClinicalWarm
Formality0.25
CasualFormal
Reader focus0.55
“We”“You”
Expressiveness0.70
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“Tallow Balms”
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
25
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
Friday
Local hour
7am
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“Real, wholesome, and recognizable ingredients”ingredient · unsubstantiated
“Grass-fed tallow and other high-quality natural ingredients”ingredient · unsubstantiated
“Organic products made right here in the USA”ingredient · unsubstantiated
“Supporting small, family-owned farms that graze their cows on fresh pasture year round”sustainability · unsubstantiated
“Safe For Sensitive Skin”efficacy · unsubstantiated
“Packaged In 100% Recycled Paperboard”sustainability · unsubstantiated
“Happy skin or your money back”guarantee · substantiated
Products featured
Tallow Balmhero
All-Natural Skincare Line
Kujola
See how your brand compares — open Kujola
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.