How UpCircle Beauty built this send — a sustainability email shipped as mixed / modular on Tuesday at 6am, 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 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
Sustainability
Refills, packaging, sourcing, and environmental commitments.
Creative format
Mixed / modular
Secondary: Editorial / long-form
Secondary theme
Clean Ingredients
Hero headline
Welcome to UpCircle!
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
Not a promo
No offer in the email.
Promo code
[redacted]
Minimum spend
None
Urgency
None
Carries exclusions
03
Voice & tone
Warmth0.85
ClinicalWarm
Formality0.25
CasualFormal
Reader focus0.70
“We”“You”
Expressiveness0.75
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“Shop Now”
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
13
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: https
From alignment
Aligned
Domain: root
Footer hygiene
preference center
06
Send timing
Day
Tuesday
Local hour
6am
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“We make sustainable selfcare products from ingredients that would otherwise be discarded”sustainability · unsubstantiated
“Products have saved literally hundreds of tonnes of valuable skin-loving ingredients from ending up in landfill”sustainability · unsubstantiated
“Pioneers of by-product beauty”ingredient · unsubstantiated
“BCorp Certified”ingredient · substantiated
“Soil Association Organic”ingredient · substantiated
“Vegan”ingredient · substantiated
“Cruelty-Free”ingredient · substantiated
“Plastic Negative”sustainability · substantiated
“Derm Approved”efficacy · substantiated
“Ocean Friendly”sustainability · substantiated
“Palm Oil Free”ingredient · substantiated
Products featured
Caffeinated Duo (Eye Roller + Face Oil)bestseller
Haircare Duo (Shampoo & Conditioner Creme)bestseller
Elasticity Boosting Duo (Face Moisturiser + Peptide Serum)bestseller
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.