I bought from the NA store and received the email that tells you how to activate via the Heavensward webpage. After using the code there, I was able to activate it. I think the people receiving this second email are people for whom the first one they got said it was already claimed (or, maybe, they never tried to redeem the code yet but it was in the batch of the ones that showed as claimed already). I haven't received any 2nd email -- I'm assuming this is because the first one allowed me to activate without the "already claimed" issue.