How MAC Cosmetics built this send — a discount-led email shipped as mixed / modular on Sunday at 5am, carrying a 10% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
10% off — 12.5 points shallower than the tracked set average of 22.5% (this brand averages 13.3% when it discounts).
Voice warmth 0.67 for MAC Cosmetics 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
Routine / education
How-to, building a routine, and how to apply the product.
Hero headline
Your 10% off is waiting! Welcome to M·A·C
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
10% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
[redacted]
Minimum spend
None
Urgency
None
03
Voice & tone
Warmth0.65
ClinicalWarm
Formality0.55
CasualFormal
Reader focus0.60
“We”“You”
Expressiveness0.60
RestrainedExuberant
Reading grade 8.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“SHOP”
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
38
Multi-CTA layout
Primary destination URL
clicks.em.maccosmetics.com
No UTM tagging detected
Tracking domain
—
ESP fingerprint · Unknown
05
Deliverability posture
SPF
None
DKIM
Pass
DMARC
Pass
Policy: reject
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: both
From alignment
Aligned
Domain: subdomain
Footer hygiene
privacy link
06
Send timing
Day
Sunday
Local hour
5am
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
“MAC is rooted in makeup artistry — products built by Makeup Artists”ingredient · unsubstantiated
“MAC VIVA GLAM has raised over $520,000,000”social proof · substantiated
“When you buy any VIVA GLAM Lipstick, we donate 100% of the selling price to local organizations”sustainability · substantiated
“Since 1984, our founding credo: All Races, All Ages, All Genders”social proof · substantiated
Products featured
Studio Fix Fluid SPF 15 24HR Matte Foundation + Oil Controlbestseller
MACximal Lipstick in Ruby Woobestseller
VIVA GLAM Lipstickhero
Kujola
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