How Brussle built this send — a discount-led email shipped as mixed / modular on Thursday at 8pm, carrying a 20% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
From: BrusslecampaignPreheader: “Take 20% off everything with code [redacted] — ends tonight at midnight ET. Dewdrop Serum, Cloud Cream & more.”
Offer
20% off
Voice warmth
0.75
Sent
Thu · 8pm
Format
Mixed / modular
How this send compares
20% off — 2.5 points shallower than the tracked set average of 22.5% (this brand averages 20.0% when it discounts).
Voice warmth 0.75 for Brussle vs 0.70 across the set — a warmer, more human register than the average competitor.
01
Message & creative
Message theme
Discount-led
Price and promotion are the main message.
Creative format
Mixed / modular
Secondary: Product hero
Secondary theme
Social proof
Reviews, press, awards, bestsellers, and 'loved by' messaging.
Hero headline
20% OFF YOUR WHOLE ROUTINE
Emotional appeal
fear of missing out
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
20% off
Promo phase
Last chance
A deadline push — 'Ends tonight', 'Final hours'.
Promo code
[redacted]
Minimum spend
None
Urgency
Deadline-led
Expires Invalid Date
03
Voice & tone
Warmth0.75
ClinicalWarm
Formality0.30
CasualFormal
Reader focus0.85
“We”“You”
Expressiveness0.65
RestrainedExuberant
Reading grade 6.0 — the approximate US reading level of the body copy.
“the only routine that survived my move to LA”social proof · unsubstantiated
“Cruelty-free”ingredient · unsubstantiated
“Vegan”ingredient · unsubstantiated
“Dermatologist-tested”efficacy · unsubstantiated
Products featured
Dewdrop Serum$42bestseller
Cloud Cream$38bestseller
Sunhaze SPF 50$32
Kujola
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