Enjoy 15% off your first purchase. Our welcome to you!
How Aveda Online built this send — a clean / non-toxic email shipped as mixed / modular on Friday 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
0.80
Sent
Fri · 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
Clean / non-toxic
Ingredient safety, 'free-from', and clean-formula messaging.
Creative format
Mixed / modular
Secondary: Editorial / long-form
Secondary theme
Discount-led
Price and promotion are the main message.
Hero headline
Take 15% off your first order
Emotional appeal
belonging
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
$10
Urgency
None
Carries exclusions
03
Voice & tone
Warmth0.80
ClinicalWarm
Formality0.45
CasualFormal
Reader focus0.70
“We”“You”
Expressiveness0.55
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
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
postal address
06
Send timing
Day
Friday
Local hour
4am
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“100% vegan”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
Kujola compares your emails against the brands you track: offers, voice, how often they send, creative, and delivery. We report what's in the emails — we don't rank or score.