From: Sephora
Subject Line: Do It Yourself - and save!
Date: March 3, 2009

Just like a lot of folks out there, I'm making calculated choices about where I spend my cash these days. So how can marketers reach a gal like me who's holding tight to her credit card? Give me a reason to spend money so that I save money. Case in point, this super fun email from Sephora. I scrolled the whole way down and purchased a couple of things off this DIY list. They even highlight the salon price for each service and compare it to the Sephora DIY price. Very clever, very timely, very creative. IMHO, this is the perfect example of how marketing to the masses via recession-minded tactics can come off smart, not sneaky.