On first glance it appears to be a sales-promotion prize draw, but a closer look reveals it is a permissioning vehicle delivered by mail, fulfilled by text and related to email contact permissions.
This is a clever and brave piece of direct mail. With many companies encouraging customers to opt in to communications via confusing tick boxes, HSBC is doing the opposite and being open and honest.
The mailer clearly states the terms and conditions of the offer and that personal information collected via email will be used by all members of the HSBC Group - this may well be a group-wide extension of the existing permission structure that increases access to customers for alternative brands.
My only concern would be how customers perceived their permission status after receiving this mailer and not responding - would they think they had refused permission, or that nothing had changed?
HSBC should be congratulated for the first permission promotion I have seen. I hope its response rates reassure other brands that this kind of activity maintains or increases their audience.
- Mailing: RMG Connect.
.jpg)
.jpg)