How VIOLET GREY built this send — a summer fragrance edit email shipped as editorial / long-form on Thursday at 10am, carrying a full-price send (no offer). Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
When VIOLET GREY does discount it averages 59.0% off — 36.5 points deeper than the set average of 22.5%. This send itself carries no offer.
Voice warmth 0.60 for VIOLET GREY vs 0.70 across the set — a cooler, more clinical register than the average competitor.
01
Message & creative
Message theme
Summer Fragrance Edit
Creative format
Editorial / long-form
Secondary: Product hero
Secondary theme
Curated Discovery
Hero headline
THE SCENT(S) OF THE SEASON
Emotional appeal
aspiration
Calendar moment
Summer kickoff
Early-summer push for sunscreen and travel sizes.
02
Offer
Mechanic
No offer
Full-price email — no discount or incentive.
Depth
—
Promo phase
Not a promo
No offer in the email.
Promo code
Auto / none
Minimum spend
None
Urgency
None
03
Voice & tone
Warmth0.65
ClinicalWarm
Formality0.60
CasualFormal
Reader focus0.55
“We”“You”
Expressiveness0.70
RestrainedExuberant
Reading grade 10.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“SHOP FRAGRANCE”
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
22
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: reject
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: https
From alignment
Aligned
Domain: root
Footer hygiene
postal address, preference center
06
Send timing
Day
Thursday
Local hour
10am
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
No explicit claims detected.
Products featured
Chambre52 Soleil Tonka Eau de Parfum
Victoria Beckham Beauty Portofino '97 Eau de Parfum
Discothèque All Night Until First Light
Reservation Parfums Riviera Californienne
Madame Grey Extrait de Parfum
Perfumehead Moon Flower Atomizer
Sofie Pavitt Face Omega Rich Moisturizer
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.