How Mustela USA built this send — a discount led email shipped as mixed / modular on Thursday at 1pm, carrying a 30% % off offer. Below is HappyCohort's field-by-field extraction; the original creative is rendered at the end.
30% off — 9.3 points deeper than the tracked set average of 20.7% (this brand averages 23.2% when it discounts).
Voice warmth 0.76 for Mustela USA vs 0.69 across the set — a warmer, more human register than the average competitor.
01
Message & creative
Message theme
Discount Led
Creative format
Mixed / modular
Secondary: Product hero
Secondary theme
Natural Ingredients
Hero headline
Celebrate Bastille Day with 30% off
Emotional appeal
belonging
Calendar moment
Bastille Day
02
Offer
Mechanic
% off
A percentage off the price — the most common kind.
Depth
30% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
None
Urgency
None
Carries exclusions
03
Voice & tone
Warmth0.72
ClinicalWarm
Formality0.35
CasualFormal
Reader focus0.60
“We”“You”
Expressiveness0.65
RestrainedExuberant
Reading grade 6.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“Shop 30% 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
24
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: reject
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
1pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“93% ingredients of natural origin”ingredient · substantiated
“98% ingredients of natural origin”ingredient · substantiated
“EWG Verified”sustainability · substantiated
“Dermatologist Tested”efficacy · substantiated
“Recommended by Skin Cancer Foundation for Daily Use”ranking · substantiated
“Accepted by National Eczema Association”ranking · substantiated
“Certified B Corporation”sustainability · substantiated
Products featured
Gentle Cleansing Gel$15bestseller
SPF 50 Mineral Sunscreen Stick$10bestseller
No Rinse Cleansing Water$14bestseller
Hair Styler & Skin Freshener$11bestseller
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