How Trish McEvoy built this send — a discount led email shipped as mixed / modular on Wednesday at 9pm, carrying a 20% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
20% off — 2.5 points shallower than the tracked set average of 22.5% (this brand averages 31.4% when it discounts).
Voice warmth 0.68 for Trish McEvoy vs 0.70 across the set — right on the set median.
01
Message & creative
Message theme
Discount Led
Creative format
Mixed / modular
Secondary: Product hero
Secondary theme
Gift With Purchase
Hero headline
Friends & Family — Enjoy 20% Off + Complimentary Shipping
Emotional appeal
fear of missing out
Calendar moment
Friends And Family Sale
02
Offer
Mechanic
% off
A percentage off the price — the most common kind.
Depth
20% off
Promo phase
Last chance
A deadline push — 'Ends tonight', 'Final hours'.
Promo code
Auto / none
Minimum spend
None
Urgency
Deadline-led
Expires Invalid Date
03
Voice & tone
Warmth0.65
ClinicalWarm
Formality0.72
CasualFormal
Reader focus0.70
“We”“You”
Expressiveness0.50
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“SHOP ESSENTIALS”
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
23
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
postal address
06
Send timing
Day
Wednesday
Local hour
9pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“Designed to elevate every part of your routine”efficacy · unsubstantiated
“Specially curated Friends & Family sets”ingredient · unsubstantiated
Products featured
Friends & Family Essentials Collectionhero
Friends & Family Curated Sets
Shape & Enhance Lip Liner in Barely There (mini)
Dramatic Lash® Mascara (mini)
Kujola
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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.