How Westman Atelier built this send — a discount led email shipped as editorial / long-form on Tuesday at 10pm, carrying a 20% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
From: Westman AteliercampaignPreheader: “The Long Weekend Event ends tonight.”
Offer
20% off
Voice warmth
0.90
Sent
Tue · 10pm
Format
Editorial / long-form
How this send compares
20% off — 2.5 points shallower than the tracked set average of 22.5% (this brand averages 24.0% when it discounts).
Voice warmth 0.64 for Westman Atelier vs 0.70 across the set — a cooler, more clinical register than the average competitor.
01
Message & creative
Message theme
Discount Led
Creative format
Editorial / long-form
Secondary: Plain-text
Secondary theme
Founder Picks
Hero headline
A few hours left & my picks inside
Emotional appeal
fear of missing out
Calendar moment
Long Weekend
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 Wed, Jul 8, 2026
03
Voice & tone
Warmth0.90
ClinicalWarm
Formality0.20
CasualFormal
Reader focus0.70
“We”“You”
Expressiveness0.85
RestrainedExuberant
Reading grade 6.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“Shop the sale”
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.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
Minimal
06
Send timing
Day
Tuesday
Local hour
10pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“Every single time I wear this, people ask me what's on my skin.”social proof · unsubstantiated
“Nothing has transformed my skin like this serum.”efficacy · unsubstantiated
“It always takes my skin—and my makeup—to the next level.”efficacy · unsubstantiated
“True skincare that happens to do your makeup.”efficacy · unsubstantiated
Products featured
Squeaky Clean Liquid Lip Balm
Super Loaded Tinted Highlight
Bonne Brow Defining Pencil
Skin Activator Serum
Vital Skincare Complexion Drops
Kujola
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