How Avene built this send — a discount-led email shipped as mixed / modular on Sunday at 12am, carrying a 15% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
15% off — 7.5 points shallower than the tracked set average of 22.5% (this brand averages 15.0% when it discounts).
Voice warmth 0.71 for Avene vs 0.70 across the set — right on the set median.
01
Message & creative
Message theme
Discount-led
Price and promotion are the main message.
Creative format
Mixed / modular
Secondary: Product hero
Secondary theme
Dermatologist / clinical
Results, active ingredients, and dermatologist backing.
Hero headline
Welcome to Avène! Enjoy 15% Off Your First Purchase
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
Launch
The sale opens and the main offer is shown.
Promo code
[redacted]
Minimum spend
$9
Urgency
Deadline-led
Expires Invalid Date
03
Voice & tone
Warmth0.70
ClinicalWarm
Formality0.60
CasualFormal
Reader focus0.75
“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
23
Multi-CTA layout
Primary destination URL
avene.attentivemail.com
No UTM tagging detected
Tracking domain
avene.attentivemail.com
ESP fingerprint · Attentive
05
Deliverability posture
SPF
None
DKIM
Pass
DMARC
Pass
Policy: none
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: https
From alignment
Aligned
Domain: root
Footer hygiene
postal address
06
Send timing
Day
Sunday
Local hour
12am
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“Recommended by Dermatologists Worldwide”social proof · unsubstantiated
“1 Cream, 45 Uses”efficacy · unsubstantiated
“Infused with postbiotic ingredient C+-Restore™, Cicalfate+ Restorative Protective Cream helps to restore a damaged skin barrier”ingredient · unsubstantiated
“Soothing from nature, reinforced by science”efficacy · unsubstantiated
Products featured
Tolérance Control Soothing Skin Recovery Creamhero
Cicalfate+ Restorative Protective Cream
Kujola
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