Direct choice: HSBC

by Chris Duncan, Managing director, Alchemetrics, Marketing 01-Feb-06

Nearly five weeks have passed since Christmas and many of us are now dreaming of our next holiday. I recently came across this cross-channel mailer from HSBC.

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.