How Obagi Medical built this send — a clinical results email shipped as product hero on Friday at 12pm, carrying a 20% % off offer. Below is HappyCohort's field-by-field extraction; the original creative is rendered at the end.
20% off — 0.7 points shallower than the tracked set average of 20.7% (this brand averages 24.4% when it discounts).
Voice warmth 0.46 for Obagi Medical vs 0.69 across the set — a cooler, more clinical register than the average competitor.
01
Message & creative
Message theme
Clinical Results
Creative format
Product hero
Secondary: Mixed / modular
Secondary theme
Discount Led
Hero headline
Clinically Proven for Fuller-Looking Lashes and Brows
Emotional appeal
trust
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
Auto / none
Minimum spend
None
Urgency
Deadline-led
Expires Tue, Jul 28, 2026
03
Voice & tone
Warmth0.40
ClinicalWarm
Formality0.75
CasualFormal
Reader focus0.60
“We”“You”
Expressiveness0.45
RestrainedExuberant
Reading grade 10.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“SHOP NOW”
Destination
Product page
Links straight to a single product.
Verb framing
Shop / Buy
Direct buying words — 'Shop now', 'Add to bag'.
CTA count
24
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: quarantine
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: https
From alignment
Aligned
Domain: root
Footer hygiene
postal address, preference center
06
Send timing
Day
Friday
Local hour
12pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“93% of participants reported visible improvement in their eyelashes”efficacy · substantiated
“89% of participants reported improvement in the appearance of the density of their lashes”efficacy · substantiated
“Fuller, thicker-looking lashes in as little as 12 weeks”efficacy · substantiated
“100% of participants reported improvement in the appearance of brow fill at 8 weeks”efficacy · substantiated
“96% of participants reported improvement in the appearance of brow density and volume at 8 weeks”efficacy · substantiated
“Award Winning”ranking · unsubstantiated
“Proven results from a medical-grade brand you can trust”efficacy · unsubstantiated
Products featured
Obagi Nu-Cil Eyelash Enhancing Serumhero
Obagi Nu-Cil Eyebrow Boosting Serumhero
Obagi Lash and Brow Serum Kitted Set$220hero
Gift & Value Sets
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