How Trish McEvoy built this send — a welcome discount email shipped as mixed / modular on Friday at 4pm, carrying a 15% % off offer. Below is HappyCohort's field-by-field extraction; the original creative is rendered at the end.
15% off — 5.7 points shallower than the tracked set average of 20.7% (this brand averages 17.5% when it discounts).
Voice warmth 0.67 for Trish McEvoy vs 0.69 across the set — a cooler, more clinical register than the average competitor.
01
Message & creative
Message theme
Welcome Discount
Creative format
Mixed / modular
Secondary: User-generated
Secondary theme
Social Proof
Hero headline
Your Exclusive Welcome — Enjoy 15% Off Your First Order
Emotional appeal
exclusivity
Calendar moment
Evergreen
Not tied to a seasonal window.
02
Offer
Mechanic
% off
A percentage off the price — the most common kind.
Depth
15% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
[redacted]
Minimum spend
None
Urgency
Deadline-led
Carries exclusions
03
Voice & tone
Warmth0.65
ClinicalWarm
Formality0.75
CasualFormal
Reader focus0.70
“We”“You”
Expressiveness0.50
RestrainedExuberant
Reading grade 8.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“SHOP NOW”
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
36
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: none
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: both
From alignment
Misaligned
Domain: subdomain
Footer hygiene
postal address
06
Send timing
Day
Friday
Local hour
4pm
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“[redacted] brushes are my absolute favorite, superb quality, so soft and feel amazing on your face!”social proof · unsubstantiated
“I HAVE USED TM HIGH VOLUME MASCARA FOR ABOUT 20 YEARS. THAT SAYS IT ALL.”social proof · unsubstantiated
“A beautiful scent. The silky cream gives back lasting moisture to your skin.”social proof · unsubstantiated
Products featured
Classic Eye Shadow Refillbestseller
Trish McEvoy Instant Eye Lift®bestseller
Eye Base Essentialsbestseller
No. 9 Blackberry & Vanilla Musk Super Enriched Body Cream
High Volume Tubular Mascara
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