How Bluemercury built this send β a discount-led email shipped as mixed / modular on Monday at 5am, carrying a 15% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
15% off β 7.5 points shallower than the tracked set average of 22.5% (this brand averages 23.3% when it discounts).
Voice warmth 0.63 for Bluemercury vs 0.70 across the set β a cooler, more clinical register than the average competitor.
01
Message & creative
Message theme
Discount-led
Price and promotion are the main message.
Creative format
Mixed / modular
Secondary: Plain-text
Secondary theme
Social proof
Reviews, press, awards, bestsellers, and 'loved by' messaging.
Hero headline
Get 15% Off Your First Purchase
Emotional appeal
belonging
Calendar moment
Evergreen
Not tied to a seasonal window.
02
Offer
Mechanic
% off
A percentage off the price β the most common kind.
Depth
15% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
[redacted]
Minimum spend
None
Urgency
None
Carries exclusions
03
Voice & tone
Warmth0.75
ClinicalWarm
Formality0.55
CasualFormal
Reader focus0.80
βWeββYouβ
Expressiveness0.55
RestrainedExuberant
Reading grade 8.0 β the approximate US reading level of the body copy.
04
Call to action
Primary CTA
βSHOP NOWβ
Destination
Collection
Links to a category or a grid of products.
Verb framing
Shop / Buy
Direct buying words β 'Shop now', 'Add to bag'.
CTA count
26
Multi-CTA layout
Primary destination URL
bluemercury.attentivemail.com
No UTM tagging detected
Tracking domain
bluemercury.attentivemail.com
ESP fingerprint Β· Attentive
05
Deliverability posture
SPF
None
DKIM
Pass
DMARC
Pass
Policy: quarantine
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: https
From alignment
Aligned
Domain: root
Footer hygiene
postal address
06
Send timing
Day
Monday
Local hour
5am
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
βFree shipping on all online ordersβguarantee Β· unsubstantiated
βA (full-size) birthday gift from usβguarantee Β· unsubstantiated
βEarn $10 for every $250 you spendβguarantee Β· substantiated
Products featured
No products named.
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 β we don't rank or score.