How illume built this send — a routine education email shipped as plain-text on Friday at 10am, carrying a 20% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
From: illumeflow
Offer
20% off
Voice warmth
0.75
Sent
Fri · 10am
Format
Plain-text
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 0.67 for illume vs 0.70 across the set — a cooler, more clinical register than the average competitor.
01
Message & creative
Message theme
Routine Education
Creative format
Plain-text
Secondary: Product hero
Secondary theme
Discount Led
Hero headline
This started as a bathroom problem.
Emotional appeal
trust
Calendar moment
Evergreen
Not tied to a seasonal window.
02
Offer
Mechanic
% off
A percentage off the price — the most common kind.
Depth
20% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
[redacted]
Minimum spend
None
Urgency
None
03
Voice & tone
Warmth0.75
ClinicalWarm
Formality0.30
CasualFormal
Reader focus0.70
“We”“You”
Expressiveness0.65
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
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.