How ROJA London built this send — a welcome offer email shipped as mixed / modular on Tuesday at 7am, carrying a 10% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
From: ROJA LondonflowPreheader: “Enjoy 10% off your first order with us!”
Offer
10% off
Voice warmth
0.65
Sent
Tue · 7am
Format
Mixed / modular
How this send compares
10% off — 12.5 points shallower than the tracked set average of 22.5% (this brand averages 23.3% when it discounts).
Voice warmth 0.85 for ROJA London vs 0.70 across the set — a warmer, more human register than the average competitor.
01
Message & creative
Message theme
Welcome Offer
Creative format
Mixed / modular
Secondary: Product hero
Secondary theme
Bestseller Showcase
Hero headline
Welcome — Enjoy 10% off your first order with us!
Emotional appeal
exclusivity
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
Auto / none
Minimum spend
None
Urgency
None
03
Voice & tone
Warmth0.65
ClinicalWarm
Formality0.80
CasualFormal
Reader focus0.60
“We”“You”
Expressiveness0.40
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“Apply discount”
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
14
Multi-CTA layout
Primary destination URL
rojalondon.com
No UTM tagging detected
Tracking domain
rojalondon.com
ESP fingerprint · Unknown
05
Deliverability posture
SPF
None
DKIM
Pass
DMARC
Pass
Policy: reject
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: https
From alignment
Aligned
Domain: subdomain
Footer hygiene
Minimal
06
Send timing
Day
Tuesday
Local hour
7am
Send type
flow
Flow: welcome
07
Claims & products
Claims extracted
No explicit claims detected.
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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.