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Bluemercury/New Launch/email teardown

Summer newness is here ✨

How Bluemercury built this send — a new launch email shipped as mixed / modular on Sunday at 9pm, carrying a 25% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.

From: BluemercurycampaignPreheader: “Explore launches from OSEA, Victoria Beckham Beauty + more ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏”
Offer
25% off
Voice warmth
0.65
Sent
Sun · 9pm
Format
Mixed / modular
How this send compares
  • 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
New Launch
Creative format
Mixed / modular
Secondary: Product hero
Secondary theme
Discount Led
Hero headline
New Arrivals From Our Most-Loved Brands!
Emotional appeal
aspiration
Calendar moment
Summer kickoff
Early-summer push for sunscreen and travel sizes.
02

Offer

Mechanic
% off
A percentage off the price — the most common kind.
Depth
25% off
Promo phase
Launch
The sale opens and the main offer is shown.
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 focus0.60
“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 ALL NEW ARRIVALS”
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
Sunday
Local hour
9pm
Send type
campaign
One-off campaign
07

Claims & products

Claims extracted
  • “M-61 Perfect Cream: Sensitive Skin Safe & Hypoallergenic Cream”efficacy · unsubstantiated
  • “HSA/FSA Eligible (multiple products)”guarantee · substantiated
  • “Vacation Original Coconut Oil Spray SPF 15 with Cacao, Papaya & Vitamin E”ingredient · substantiated
Products featured
  • M-61 Perfect Creamnew
  • Augustinus Bader The Overnight Restorative Creamnew
  • OSEA Hyaluronic Lip Oil Boosternew
  • Victoria Beckham Beauty Blush Stylusnew
  • Oribe Gold Lust Dry Heat Protection Spray Travel Sizenew
  • Vacation Original Coconut Oil Spray SPF 15new
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.

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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.