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DIME/Discount Led/email teardown

Fragrances are 20% off

How DIME built this send — a discount led email shipped as product hero on Monday at 6pm, carrying a 20% % off offer. Below is HappyCohort's field-by-field extraction; the original creative is rendered at the end.

From: DIMEcampaignPreheader: “Including everyone's new fragrance crush ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏”
Offer
20% off
Voice warmth
0.65
Sent
Mon · 6pm
Format
Product hero
How this send compares
  • 20% off — 0.7 points shallower than the tracked set average of 20.7% (this brand averages 33.1% when it discounts).
  • Voice warmth 0.64 for DIME vs 0.69 across the set — a cooler, more clinical register than the average competitor.
01

Message & creative

Message theme
Discount Led
Creative format
Product hero
Secondary: Mixed / modular
Secondary theme
Fragrance Pairing
Hero headline
I Love Your Smell, Baby - 20% off fragrances
Emotional appeal
fear of missing out
Calendar moment
Evergreen
Not tied to a seasonal window.
02

Offer

Mechanic
% off
A percentage off the price — the most common kind.
Depth
20% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
[redacted]
Minimum spend
None
Urgency
Deadline-led
03

Voice & tone

Warmth0.65
ClinicalWarm
Formality0.35
CasualFormal
Reader focus0.70
“We”“You”
Expressiveness0.60
RestrainedExuberant

Reading grade 7.0 — the approximate US reading level of the body copy.

04

Call to action

Primary CTA
“[redacted] FOR 20% OFF”
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
21
Multi-CTA layout
Primary destination URL
trk.dimebeautyco.com
No UTM tagging detected
Tracking domain
—
ESP fingerprint · Unknown
All CTAs · top to bottom
  1. 1“SUMMERSCENT20 FOR 20% OFF”→ Collection · primarytrk.dimebeautyco.com/l/01KXEC4PVBE5DS44Q1P0NA3618_0
  2. 2“Skincare”→ Product pagetrk.dimebeautyco.com/l/01KXEC4PVBE5DS44Q1P0NA3618_1
  3. 3“Body Care”→ Product pagetrk.dimebeautyco.com/l/01KXEC4PVBE5DS44Q1P0NA3618_2
  4. 4“Fragrance”→ Product pagetrk.dimebeautyco.com/l/01KXEC4PVBE5DS44Q1P0NA3618_3
  5. 5“I Love Your Smell, Baby - 20% off fragrances”→ Product pagetrk.dimebeautyco.com/l/01KXEC4PVBE5DS44Q1P0NA3618_4
  6. 6“SUMMERSCENT20 for 20% off”→ Product pagetrk.dimebeautyco.com/l/01KXEC4PVBE5DS44Q1P0NA3618_5
  7. 7“I Love Your Smell, Baby pairings”→ Product pagetrk.dimebeautyco.com/l/01KXEC4PVBE5DS44Q1P0NA3618_6
  8. 8“I Love Your Smell, Baby + Lovely Sweet Dreams”→ Product pagetrk.dimebeautyco.com/l/01KXEC4PVBE5DS44Q1P0NA3618_7
  9. 9“I Love Your Smell, Baby + Core Memory”→ Product pagetrk.dimebeautyco.com/l/01KXEC4PVBE5DS44Q1P0NA3618_8
  10. 10“I Love Your Smell, Baby + Dans Les Bois”→ Product pagetrk.dimebeautyco.com/l/01KXEC4PVBE5DS44Q1P0NA3618_9
  11. 11“Shop Perfect Pairings”→ Product pagetrk.dimebeautyco.com/l/01KXEC4PVBE5DS44Q1P0NA3618_10
  12. 12“New Arrivals”→ Product pagetrk.dimebeautyco.com/l/01KXEC4PVBE5DS44Q1P0NA3618_11
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
Monday
Local hour
6pm
Send type
campaign
One-off campaign
07

Claims & products

Claims extracted
  • “flying off the shelves...this fragrance is on its way to selling out”social proof · unsubstantiated
Products featured
  • I Love Your Smell, Babyhero
  • Lovely Sweet Dreams
  • Core Memory
  • Dans Les Bois
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08

The creative

The original email as it rendered in the inbox. Shown for reference and sandboxed — it is not part of the indexed analysis above.