How UpCircle Beauty built this send — a routine education email shipped as plain-text on Friday at 6am, carrying a 10% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
From: Misha @ UpCircleflow
Offer
10% off
Voice warmth
0.92
Sent
Fri · 6am
Format
Plain-text
How this send compares
10% off — 12.5 points shallower than the tracked set average of 22.5% (this brand averages 34.3% when it discounts).
Voice warmth 0.85 for UpCircle Beauty vs 0.70 across the set — a warmer, more human register than the average competitor.
01
Message & creative
Message theme
Routine Education
Creative format
Plain-text
Founder-note style with little design — reads like a personal email.
Secondary theme
Sustainability
Refills, packaging, sourcing, and environmental commitments.
Hero headline
Can I help you create a skincare routine?
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
10% off
Promo phase
Not a promo
No offer in the email.
Promo code
[redacted]
Minimum spend
None
Urgency
None
03
Voice & tone
Warmth0.92
ClinicalWarm
Formality0.25
CasualFormal
Reader focus0.78
“We”“You”
Expressiveness0.72
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“Shop All”
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
7
Multi-CTA layout
Primary destination URL
ctrk.klclick1.com
No UTM tagging detected
Tracking domain
ctrk.klclick1.com
ESP fingerprint · Klaviyo
05
Deliverability posture
SPF
None
DKIM
Pass
DMARC
Pass
Policy: none
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: https
From alignment
Aligned
Domain: root
Footer hygiene
preference center
06
Send timing
Day
Friday
Local hour
6am
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“100% satisfaction guarantee — free exchange if not completely happy”guarantee · substantiated
“Clinically-proven formulas that actually deliver results”efficacy · unsubstantiated
“Upcycled ingredients and plastic-free packaging”sustainability · substantiated
“Save over £30 with the 5-Step Essentials Bundle”efficacy · substantiated
Products featured
The Pamper Kitbestseller
The 5-Step Essentials Bundlebestseller
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.