How Aveda Online built this send — a personalized hair care quiz email shipped as mixed / modular on Tuesday at 4am, carrying a 15% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
From: Aveda OnlineflowPreheader: “100% vegan, now and forever”
Offer
15% off
Voice warmth
0.70
Sent
Tue · 4am
Format
Mixed / modular
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 0.62 for Aveda Online vs 0.70 across the set — a cooler, more clinical register than the average competitor.
01
Message & creative
Message theme
Personalized Hair Care Quiz
Creative format
Mixed / modular
Secondary: Editorial / long-form
Secondary theme
Clean Ingredients / Vegan & Sustainability
Hero headline
Your hair is trying to tell you something
Emotional appeal
aspiration
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
Not a promo
No offer in the email.
Promo code
[redacted]
Minimum spend
$10
Urgency
None
Carries exclusions
03
Voice & tone
Warmth0.70
ClinicalWarm
Formality0.45
CasualFormal
Reader focus0.75
“We”“You”
Expressiveness0.60
RestrainedExuberant
Reading grade 8.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“TAKE ONLINE QUIZ”
Destination
Quiz / diagnostic
Links to a skin quiz or routine finder.
Verb framing
Discover / Explore
Browsing words — 'Explore', 'See the edit', 'Discover'.
CTA count
28
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
postal address
06
Send timing
Day
Tuesday
Local hour
4am
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“100% vegan, now and forever”ingredient · substantiated
“Plant-powered hair care rooted in nature”ingredient · unsubstantiated
“Certified B Corporation”sustainability · substantiated
“Cruelty Free International certified”sustainability · substantiated
“Aveda offsets the carbon emissions from shipping for every US order shipped from Aveda.com”sustainability · unsubstantiated
“Science-based insights and product recommendations based on your unique hair type and texture”efficacy · unsubstantiated
Products featured
Hair & Scalp Analysis Quiznew
Aveda Salon Appointment
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