How Boys Lie built this send β a new launch email shipped as product hero on Friday at 1pm, carrying a full-price send (no offer). Below is HappyCohort's field-by-field extraction; the original creative is rendered at the end.
When Boys Lie does discount it averages 58.6% off β 37.8 points deeper than the set average of 20.7%. This send itself carries no offer.
Voice warmth 0.61 for Boys Lie vs 0.69 across the set β a cooler, more clinical register than the average competitor.
01
Message & creative
Message theme
New Launch
Creative format
Product hero
Secondary: Mixed / modular
Secondary theme
Tennis Aesthetic
Hero headline
JULY IS LIVE
Emotional appeal
aspiration
Calendar moment
Evergreen
Not tied to a seasonal window.
02
Offer
Mechanic
No offer
Full-price email β no discount or incentive.
Depth
β
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
None
Urgency
None
03
Voice & tone
Warmth0.65
ClinicalWarm
Formality0.30
CasualFormal
Reader focus0.60
βWeββYouβ
Expressiveness0.75
RestrainedExuberant
Reading grade 6.0 β the approximate US reading level of the body copy.
04
Call to action
Primary CTA
βSHOP JULY 2026β
Destination
Collection
Links to a category or a grid of products.
Verb framing
Shop / Buy
Direct buying words β 'Shop now', 'Add to bag'.
CTA count
28
Multi-CTA layout
Primary destination URL
ctrk.klclick.com
No UTM tagging detected
Tracking domain
ctrk.klclick.com
ESP fingerprint Β· 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
Friday
Local hour
1pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
No explicit claims detected.
Products featured
Razzle Dazzle Crewneck Sweatshirtnew
Boys Lie '94 Crop Tanknew
Dating Certified Zip Hoodienew
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