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Bluemercury/Fsa Hsa Eligible/email teardown

Spend your FSA/HSA funds on SPF ☀️

How Bluemercury built this send — a fsa hsa eligible email shipped as mixed / modular on Wednesday at 1pm, carrying a full-price send (no offer). Below is Kujola's field-by-field extraction; the original creative is rendered at the end.

From: BluemercurycampaignPreheader: “From Supergoop!, Vacation, SkinCeuticals & more ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ”
Offer
Full price
Voice warmth
0.60
Sent
Wed · 1pm
Format
Mixed / modular
How this send compares
  • When Bluemercury does discount it averages 23.3% off — 0.8 points deeper than the set average of 22.5%. This send itself carries no offer.
  • 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
Fsa Hsa Eligible
Creative format
Mixed / modular
Secondary: Product hero
Secondary theme
Summer Spf
Hero headline
Fun(ds) in the Sun
Emotional appeal
trust
Calendar moment
Summer kickoff
Early-summer push for sunscreen and travel sizes.
02

Offer

Mechanic
No offer
Full-price email — no discount or incentive.
Depth
—
Promo phase
Not a promo
No offer in the email.
Promo code
Auto / none
Minimum spend
None
Urgency
None
03

Voice & tone

Warmth0.60
ClinicalWarm
Formality0.55
CasualFormal
Reader focus0.65
“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 HSA/FSA ELIGIBLE”
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
40
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
Wednesday
Local hour
1pm
Send type
campaign
One-off campaign
07

Claims & products

Claims extracted
  • “We've partnered with Flex to make it easier than ever to use HSA and FSA funds to stock up on the best summer SPFs”efficacy · unsubstantiated
  • “EltaMD UV Clear: Calms and Protects Skin Prone to Acne and Rosacea”efficacy · unsubstantiated
  • “SkinCeuticals Future Mineral UV Defense: Daily Anti-Aging Defense, Tested Post-Procedure”efficacy · substantiated
  • “Lune+Aster CC Cream: Dermatologist Tested, No Animal Testing, Paraben & Phthalate Free”ingredient · substantiated
Products featured
  • Lune+Aster CC Cream Broad Spectrum SPF 50
  • EltaMD UV Clear Broad-Spectrum SPF 46
  • Supergoop! Unseen Sunscreen SPF 50
  • SkinCeuticals Future Mineral UV Defense SPF 50 Invisible Sunscreen
  • Augustinus Bader The Mineral Sunscreen SPF 50
  • La Mer The Broad Spectrum UV Protecting Fluid SPF 50
  • Vacation Classic Lotion SPF 30
  • Ogee Skin Enhancing Primer SPF 40
Kujola

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08

The creative

The original email as it rendered in the inbox. Shown for reference and sandboxed — it is not part of the indexed analysis above.