There must be a nervous marketing team at furniture retailer Made.com. Just before 8am this morning they sent out the following email to customers inviting them to join the celebrations for a newly independent Scotland by buying some of their great value furniture:

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All their lucky customers had to do was to enter the code AUCHAYE to get their great discounts. Well you have to give them 2 out of 10 for originality.

Within the hour the lucky citizens on their database got an altogether different message titled “Oops. Please ignore our last email.” The code has now changed to GREATBRITAIN and the graphics have been altered slightly as well.

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Still, relevance and targeting are such key parts of Direct marketing that the email is bound to be a resounding success. And there is no such thing as bad publicity.