How Aveda Online built this send — a new launch email shipped as editorial / long-form 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: “This is how undone is done.”
Offer
Full price
Voice warmth
0.55
Sent
Wed · 12pm
Format
Editorial / long-form
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
New Launch
Creative format
Editorial / long-form
Secondary: Product hero
Secondary theme
Clean Ingredients
Hero headline
OUR BEST MESS
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
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
None
Urgency
None
03
Voice & tone
Warmth0.55
ClinicalWarm
Formality0.45
CasualFormal
Reader focus0.70
“We”“You”
Expressiveness0.65
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“SHOP NOW”
Destination
Product page
Links straight to a single product.
Verb framing
Shop / Buy
Direct buying words — 'Shop now', 'Add to bag'.
CTA count
22
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
“Creates lived-in texture and weightless volume”efficacy · unsubstantiated
“Plant-powered hair care rooted in nature”ingredient · unsubstantiated
“100% Vegan”sustainability · 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 · substantiated
Products featured
Tousle Texture Dry Texture Spraynew
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