How Bluemercury built this send — a loyalty rewards email shipped as mixed / modular on Tuesday at 9pm, carrying a 25% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
25% off — 2.5 points deeper 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
Loyalty Rewards
Creative format
Mixed / modular
Secondary: Product hero
Secondary theme
Discount Led
Hero headline
Don't leave rewards on the table
Emotional appeal
fear of missing out
Calendar moment
July 4th
02
Offer
Mechanic
% off
A percentage off the price — the most common kind.
Depth
25% off
Promo phase
Last chance
A deadline push — 'Ends tonight', 'Final hours'.
Promo code
Auto / none
Minimum spend
None
Urgency
Deadline-led
Expires Sat, Jul 7, 2001
03
Voice & tone
Warmth0.65
ClinicalWarm
Formality0.55
CasualFormal
Reader focus0.75
“We”“You”
Expressiveness0.55
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
31
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
Tuesday
Local hour
9pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“BlueRewards is a totally free loyalty program”efficacy · substantiated
“Members receive 2x rewards towards a July Beauty Card on qualifying sun-care purchases”efficacy · unsubstantiated
“Free shipping as a loyalty perk”guarantee · unsubstantiated
Products featured
Jane Iredale Foundation & Brushnew
Moroccanoil Treatmentbestseller
Jo Malone Fragrancebestseller
Augustinus Bader Skincare Set
m-61 Perfect Body Spray SPF 30 Sunscreen
Solara Suncare SPF
Chantecaille Ultra Sun Protection Sunscreen
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.