How Bluemercury built this send — a discount-led email shipped as mixed / modular on Sunday 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 — 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 — 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: Editorial / long-form
Secondary theme
Social proof
Reviews, press, awards, bestsellers, and 'loved by' messaging.
Hero headline
YOU'RE ON THE LIST! Enjoy 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 — 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
Formality0.60
CasualFormal
Reader focus0.80
“We”“You”
Expressiveness0.50
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
30
Multi-CTA layout
Primary destination URL
bluemercury.attentivemail.com
No UTM tagging detected
Tracking domain
bluemercury.attentivemail.com
ESP fingerprint · 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
Sunday
Local hour
5am
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“We go above and beyond to ensure that your experience exceeds your expectations”efficacy · unsubstantiated
“Only the best brands' best products make the cut”ranking · unsubstantiated
“Earn $10 for every $250 you spend”guarantee · substantiated
“Free shipping on all online orders”guarantee · substantiated
“A (full-size) birthday gift from us”guarantee · substantiated
Products featured
Acqua Di Parma Blu Mediterraneo
Pat McGrath Labs (color cosmetics)
Chantecaille (implied)
Kujola
See how your brand compares — open Kujola
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.