How Aveda Online built this send — a clean ingredients email shipped as mixed / modular on Wednesday at 12pm, carrying a full-price send (no offer). Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
From: Aveda OnlinecampaignPreheader: “Hair has never smelled or looked this good”
Offer
Full price
Voice warmth
0.65
Sent
Wed · 12pm
Format
Mixed / modular
How this send compares
When Aveda Online does discount it averages 15.0% off — 7.5 points shallower than the set average of 22.5%. This send itself carries no offer.
Voice warmth 0.62 for Aveda Online vs 0.70 across the set — a cooler, more clinical register than the average competitor.
01
Message & creative
Message theme
Clean Ingredients
Creative format
Mixed / modular
Secondary: Editorial / long-form
Secondary theme
Routine Education
Hero headline
LOOK GOOD. FEEL GOOD. SMELL GOOD.
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
Not a promo
No offer in the email.
Promo code
Auto / none
Minimum spend
None
Urgency
None
03
Voice & tone
Warmth0.65
ClinicalWarm
Formality0.55
CasualFormal
Reader focus0.55
“We”“You”
Expressiveness0.60
RestrainedExuberant
Reading grade 8.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“SHOP HAIR CARE”
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
27
Multi-CTA layout
Primary destination URL
clicks.em.aveda.com
No UTM tagging detected
Tracking domain
—
ESP fingerprint · Unknown
05
Deliverability posture
SPF
None
DKIM
Pass
DMARC
Pass
Policy: reject
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: both
From alignment
Aligned
Domain: subdomain
Footer hygiene
Minimal
06
Send timing
Day
Wednesday
Local hour
12pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“Our aromas are functional fragrances and free of synthetics.”ingredient · unsubstantiated
“Crafted by our own Pure-Fumers™ out of pure flower and plant essences.”ingredient · unsubstantiated
“Rosemary Mint: Gently clarifies and weightlessly conditions, leaving hair clean, healthy-looking, and full of body and shine.”efficacy · unsubstantiated
“Shampure: Weightlessly nourishes and gently cleanses, leaving hair shiny and soft.”efficacy · unsubstantiated
“Cherry Almond: Helps restore softness and shine from roots to ends.”efficacy · unsubstantiated
“Sap Moss: Gently cleanses and provides lightweight hydration.”efficacy · unsubstantiated
“100% Vegan”ingredient · substantiated
“Cruelty Free International certified”sustainability · substantiated
“Certified B Corporation”sustainability · substantiated
“Aveda offsets the carbon emissions from shipping every order for every US order shipped from Aveda.com.”sustainability · unsubstantiated
Products featured
Rosemary Mint Purifying Shampoo
Rosemary Mint Weightless Conditioner
Brilliant Shampoo
Shampure Nurturing Shampoo
Shampure Nurturing Conditioner
Cherry Almond Softening Shampoo
Cherry Almond Softening Conditioner
Sap Moss Weightless Hydration Shampoo
Kujola
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