Boxing Day, 20% off
A post-Christmas send for a niche auto-repair brand that leads with the finished result, not the discount code, then backs it up twice.
The brief
Touch Up Paint Factory sells a specific, slightly niche solution, DIY paint chip repair, and a post-Christmas discount send risked reading like generic seasonal noise if it opened with the offer. The brand needed a send that still felt relevant to the specific problem it solves, not just another Boxing Day discount email.
The approach
The email leads with the finished result (what the repaired paintwork actually looks like) and repeats that proof twice before the discount code shows up, so the offer lands as a bonus on top of an already-convincing case rather than the entire pitch.
Repeating the proof rather than the offer is the deliberate part. Most seasonal sale emails repeat the discount percentage two or three times on the assumption that's what a skimming reader needs reinforced. Here, what needed reinforcing was the outcome itself, since the core objection for a DIY repair product isn't "is this on sale," it's "will this actually work on my car." Showing the finished result twice answers that objection before the reader has fully finished asking it.
Boxing Day also carries a specific mindset for this category that a generic seasonal email would miss: it's less "treat yourself" and more "finally get around to the thing you meant to fix all year." The copy leans into that practical, slightly resolved tone rather than festive urgency, since that's closer to how this particular buyer is actually thinking in the days after Christmas.
Average open rate across the account, rated "Good" by Klaviyo's own benchmark.
Placed Order rate across the account, also rated "Good."
The email
