How ESAS built this send — a gifting occasion email shipped as mixed / modular on Tuesday at 4pm, carrying a full-price send (no offer). Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
From: ESAScampaignPreheader: “The end-of-year gift for the people who gave so much ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏”
Offer
Full price
Voice warmth
0.85
Sent
Tue · 4pm
Format
Mixed / modular
How this send compares
When ESAS does discount it averages 20.0% off — 2.5 points shallower than the set average of 22.5%. This send itself carries no offer.
Voice warmth 0.74 for ESAS vs 0.70 across the set — a warmer, more human register than the average competitor.
01
Message & creative
Message theme
Gifting Occasion
Creative format
Mixed / modular
Secondary: Product hero
Secondary theme
Clean Ingredients
Hero headline
Some people stay with you. Give them a scent that does too.
Emotional appeal
belonging
Calendar moment
Holiday / Gifting
December gifting and last-order deadlines.
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
Warmth0.85
ClinicalWarm
Formality0.45
CasualFormal
Reader focus0.60
“We”“You”
Expressiveness0.72
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
“25+ years combined fragrance industry experience”efficacy · unsubstantiated
“As seen in Vogue, Well+Good, Allure, Parents”social proof · unsubstantiated
“Kit price becomes credit toward full size”guarantee · unsubstantiated
Products featured
Summer '95
Iris Milk
Bare
Cherry Cloud
Discovery Kit
Kujola
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