Lest We Forget: Hornby's Armistice Day Newsletter
Part 1: Contents of the Newsletter
The newsletter, titled "Lest We Forget: marking Armistice Day," is a commemorative email from Hornby, the British model railway company. It marks Armistice Day on 11 November, when the nation observes a two-minute silence at the eleventh hour to remember those who lost their lives in conflict and to honour the men and women who serve today.
The message opens with a banner inviting readers to join the Hornby Community for free, with a promise of 200 points to get started. Navigation links point to Shop Hobby, Rewards, Greater Anglia, Support, and a "Join today" call to action.
The main feature announces that Hornby is marking Armistice Day with a new OO Gauge model of Class 755/4. The model recreates Greater Anglia's unit 755414 in a special "Lest We Forget" poppy livery. The newsletter also states that Hornby is making a donation to the Royal British Legion's Poppy Appeal in support of the model.
Below the feature, the email showcases several products, each with pricing and purchase options, followed by a promotion for paying with Klarna. A note asks recipients to add the sender address, noreply@hornby.com, to their contacts so that future messages avoid the spam filter. The footer includes links to view the email online, manage preferences, and unsubscribe, along with the company's copyright and registration details.
Part 2: The Products
The newsletter features four products:
- Flirt - Greater Anglia - Class 755-755414 'Lest We Forget' - 4 Car Train Pack. This is the headline product of the campaign. It is an OO Gauge model of the Stadler Flirt-based Class 755 unit, recreating Greater Anglia's 755414 in the commemorative poppy livery. The newsletter lists this pack at £449.99, with a pre-order price of £229.99.
- BR Castle Class 5071 'Spitfire'. A model of the British Railways Castle Class locomotive named 'Spitfire', a wartime-associated name that complements the Armistice Day theme. It is available to order now.
- LNER Class A10 4472 'Flying Scotsman' (VE Day 80th Anniversary). A special edition of the famous locomotive, commemorating the 80th anniversary of VE Day. It is offered with an "Order now" option.
- BR Battle of Britain Class (Rebuilt) '303 Squadron' 34053. A model of the rebuilt Battle of Britain Class locomotive, named after the Polish 303 Squadron, which fought in the Battle of Britain. It is also available to order now.
The newsletter lists prices of £279.99 and £249.99 alongside the locomotive entries, but the layout does not clearly link each price to a specific item. Customers should confirm current prices and availability on the Hornby website before purchasing. The newsletter also notes that payment is available through Klarna, which allows customers to pay in flexible instalments.
Part 3: About the Store (hornby.com)
Hornby, operated by Hornby Hobbies Limited, is a long-established name in British model railways and hobby products. The email, sent from the hornby.com domain, presents the brand as both a retailer and a community. Its Hornby Community and Rewards programme invite customers to join for free and earn points, encouraging long-term engagement with the brand.
The store's focus is clear from the newsletter: OO Gauge model trains, rolling stock, and collectable special editions tied to notable locomotives, anniversaries, and regional rail operators such as Greater Anglia. Its willingness to link a product launch with charitable giving, here a donation to the Royal British Legion's Poppy Appeal, shows a commitment to community and remembrance beyond commerce.
The store also offers flexible payment through Klarna and a partnership reference to FRASERSPLUS, suggesting a modern, accessible shopping experience. Its communications are professional and well structured, with clear calls to action, transparent contact and preference options, and a formal company footer listing its registration and VAT numbers, which reinforces its credibility as a UK-registered business.
