How Lilac St. built this send — a routine education email shipped as product hero on Thursday at 9pm, carrying a free shipping offer. Below is HappyCohort's field-by-field extraction; the original creative is rendered at the end.
When Lilac St. does discount it averages 32.5% off — 11.8 points deeper than the set average of 20.7%. This send itself carries no offer.
Voice warmth 0.70 for Lilac St. vs 0.69 across the set — right on the set median.
01
Message & creative
Message theme
Routine Education
Creative format
Product hero
A single product shot leads the email.
Secondary theme
Waterproof Wear
Hero headline
Sweat. Showers. Nonstop Days.
Emotional appeal
aspiration
Calendar moment
Summer kickoff
Early-summer push for sunscreen and travel sizes.
02
Offer
Mechanic
Free shipping
Free or upgraded shipping, often once you spend enough.
Depth
Non-numeric
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
$65
Urgency
None
03
Voice & tone
Warmth0.55
ClinicalWarm
Formality0.45
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
“SHOP THE DELUXE STARTER KIT”
Destination
Product page
Links straight to a single product.
Verb framing
Shop / Buy
Direct buying words — 'Shop now', 'Add to bag'.
CTA count
25
Multi-CTA layout
Primary destination URL
ctrk.klclick1.com
No UTM tagging detected
Tracking domain
ctrk.klclick1.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
postal address
06
Send timing
Day
Thursday
Local hour
9pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“comfortable, waterproof wear designed to fit seamlessly into your routine”efficacy · unsubstantiated
Products featured
NanoSoft™ Deluxe Starter Kithero
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