How OPI built this send — a new launch email shipped as editorial / long-form on Monday 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.
From: OPIcampaignPreheader: “shades for your next vacay”
Offer
Full price
Voice warmth
0.70
Sent
Mon · 1pm
Format
Editorial / long-form
How this send compares
When OPI does discount it averages 30.0% off — 9.3 points deeper than the set average of 20.7%. This send itself carries no offer.
Voice warmth 0.72 for OPI vs 0.69 across the set — a warmer, more human register than the average competitor.
01
Message & creative
Message theme
New Launch
Creative format
Editorial / long-form
Secondary: Product hero
Secondary theme
Summer Travel
Hero headline
New Reasons to Go Somewhere
Emotional appeal
aspiration
Calendar moment
Evergreen
Not tied to a seasonal window.
02
Offer
Mechanic
No offer
Full-price email — no discount or incentive.
Depth
—
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
None
Urgency
None
03
Voice & tone
Warmth0.70
ClinicalWarm
Formality0.25
CasualFormal
Reader focus0.65
“We”“You”
Expressiveness0.72
RestrainedExuberant
Reading grade 6.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“SHOP THE COLLECTION”
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
13
Multi-CTA layout
Primary destination URL
l.opi.com
No UTM tagging detected
Tracking domain
—
ESP fingerprint · Unknown
All CTAs · top to bottom
1“SHOP THE COLLECTION”→ Collection · primaryl.opi.com/u/nrd.php
HappyCohort compares your emails against the brands you track: offers, voice, how often they send, creative, and delivery. We report what's in the emails — we don't rank or score.