Emails we love--VAT promotions

Unless you’ve been living in a cave, it can’t have escaped you that the rate of VAT has gone up from 17.5 to 20 percent. Always ready to take advantage of a marketing opportunity, retailers flooded email inboxes with offers to beat the hike. Here are some of the memorable ones we came across:

Glasses Direct
Subject line: “Beat The VAT - All Prices Held + 20% Off Frames For 1 Week!”
Why we love it: The attention-grabbing headline (above) entices customers to open the email whereupon they are greeted by an attractive graphic containing all the necessary details. We also liked that those unsure about taking up the deal were further coaxed by friendly copy: “We are chuffed to bits to be able to tell you that we will not be increasing our prices this year due to the increased VAT. In fact it’s even sweeter than that, as until 11th January we’ll be cushioning the blow of increased VAT even further by also offering you an extra 20% off frames!” There’s no doubt left in the consumer’s mind as to what the offer is and how he can take advantage of it.

White Stuff
Subject line: “Spring sneak peak & more sale items”
Why we love it: This email from White Stuff sees us digress. The VAT rise is clearly not the focus of the email, though it does get a mention in a comic book-style speech bubble: “We are not putting our prices up!” Primarily, we love it for its fun and vibrant superhero theme, and most of all, the “New Adventures of Superdog” comic strip.

Dell
Subject line: “Let Dell pay the VAT increase for you! Click here”
Why we love it: Yes, we know, the “Click here” in the subject line is redundant. So much better to say “Click to open and let Dell pay the VAT for you” or even just “Let Dell pay the VAT for you”. Aside from that, the idea is clever, it may only be a rise of 2.5 percent, but it’s better Dell pay it than us. Makes us feel like we’re sticking it to the man.