How Mooncup built this send — a routine education email shipped as editorial / long-form on Wednesday at 9am, 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 23.5% when it discounts).
Voice warmth 0.87 for Mooncup vs 0.70 across the set — a warmer, more human register than the average competitor.
01
Message & creative
Message theme
Routine Education
Creative format
Editorial / long-form
Secondary: Mixed / modular
Secondary theme
New Launch
Hero headline
Can I actually swim with a Mooncup?
Emotional appeal
belonging
Calendar moment
Summer kickoff
Early-summer push for sunscreen and travel sizes.
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
Auto / none
Minimum spend
None
Urgency
None
03
Voice & tone
Warmth0.90
ClinicalWarm
Formality0.15
CasualFormal
Reader focus0.80
“We”“You”
Expressiveness0.85
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“Shop the collection”
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
33
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
9am
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“As a Mooncup is worn internally, it creates a seal that collects blood before it leaves the body — safe to swim with.”efficacy · substantiated
“Your Mooncup can be worn for up to 12 hours.”efficacy · substantiated
“Cleaning Pot: 100% medical grade silicone for the best way to clean your Mooncup.”ingredient · unsubstantiated
Products featured
The Original Menstrual Cup & Cleaning Pot Bundle$31hero
Cap & Pants Bundle$36
The Original Menstrual Cup$23
'On My Period.' Cap & Cup Bundle$38
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.