How Aveda Online built this send — a clean / non-toxic email shipped as mixed / modular on Sunday 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
0.72
Sent
Sun · 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: Product hero
Secondary theme
Routine / education
How-to, building a routine, and how to apply the product.
Hero headline
We have what your hair needs
Emotional appeal
trust
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
Warmth0.72
ClinicalWarm
Formality0.45
CasualFormal
Reader focus0.75
“We”“You”
Expressiveness0.50
RestrainedExuberant
Reading grade 7.0 — 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
29
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
Sunday
Local hour
4am
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“100% vegan, now and forever”ingredient · substantiated
“High-performance hair care since 1978”efficacy · unsubstantiated
“Strengthen and repair damaged hair”efficacy · unsubstantiated
“Nourish and replenish dry hair with next-level hydration”efficacy · unsubstantiated
“Reduce hair loss with our bestselling three-step system”efficacy · unsubstantiated
“Healthy hair starts with a healthy scalp”efficacy · unsubstantiated
“Aveda offsets the carbon emissions from shipping for every US order shipped from Aveda.com”sustainability · unsubstantiated
“Cruelty Free International certified”ingredient · substantiated
“Certified B Corporation”sustainability · substantiated
Products featured
Botanical Repair Strengthening Leave-In Treatment
Nutriplenish
Invati Ultra Advancedbestseller
Scalp Solutions Refreshing Protective Mist
Be Curly Advanced
Kujola
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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.