How Karen, Aromahead Institute built this send — a routine education email shipped as editorial / long-form on Saturday at 11am, carrying a 15% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
From: Karen, Aromahead InstitutecampaignPreheader: “A solstice roll-on you can blend in minutes, the thyme grown gentle enough to wear, and a dilution rule worth saving.”
Offer
15% off
Voice warmth
0.92
Sent
Sat · 11am
Format
Editorial / long-form
How this send compares
15% off — 7.5 points shallower than the tracked set average of 22.5% (this brand averages 15.0% when it discounts).
Voice warmth 0.91 for Karen, Aromahead Institute vs 0.70 across the set — a warmer, more human register than the average competitor.
01
Message & creative
Message theme
Routine Education
Creative format
Editorial / long-form
Secondary: Product hero
Secondary theme
Spiritual Wellness
Hero headline
Hold Both at Once
Emotional appeal
belonging
Calendar moment
Summer Solstice
02
Offer
Mechanic
% off
A percentage off the price — the most common kind.
Depth
15% off
Promo phase
Not a promo
No offer in the email.
Promo code
[redacted]
Minimum spend
None
Urgency
None
03
Voice & tone
Warmth0.92
ClinicalWarm
Formality0.38
CasualFormal
Reader focus0.65
“We”“You”
Expressiveness0.72
RestrainedExuberant
Reading grade 9.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“Meet the Aromatherapy Recipes app”
Destination
Product page
Links straight to a single product.
Verb framing
Discover / Explore
Browsing words — 'Explore', 'See the edit', 'Discover'.
CTA count
17
Multi-CTA layout
Primary destination URL
e107bd59.click.convertkit-mail4.com
No UTM tagging detected
Tracking domain
e107bd59.click.convertkit-mail4.com
ESP fingerprint · Unknown
05
Deliverability posture
SPF
Pass
DKIM
Pass
DMARC
Pass
Policy: none
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: mailto
From alignment
Aligned
Domain: root
Footer hygiene
postal address, preference center
06
Send timing
Day
Saturday
Local hour
11am
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“3% dilution (6 drops in 10 mL) is safe for ages 10 and up”efficacy · substantiated
“Vetiver's heavy sesquiterpene alcohols (khusimol) make it one of the most grounding oils on the shelf”ingredient · substantiated
“Thyme ct Linalool is the soft, linalool-rich thyme — herbal structure you can actually wear”ingredient · substantiated
“Rose Absolute's dewy hallmark is phenylethyl alcohol, with soft monoterpenols like citronellol and geraniol”ingredient · substantiated
“2,000+ recipes and 388 oil profiles in the Aromatherapy Recipes app”social proof · unsubstantiated
Products featured
Lavender Essential Oilhero
Vetiver Essential Oil
Thyme ct Linalool Essential Oil
Rose Absolute$81
Lemon Verbena Essential Oil
Aromatherapy Recipes App
Kujola
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