HSBC need to concentrate on customer segmentation....

This morning whilst checking my Gmail i came across a 'personalised' email from HSBC asking me to upload my photo for the chance to win the ultimate Hawks-related prize.

WOW - thanks HSBC, i just have a one question...

Who or what are the Hawks and how or why should they be relevant to me?

On further investigation i have discovered that they are some sort of sports team (football, rugby?...i don't care).

This cements the fact that this is not relevant to me, in fact it's utterly irrelevant....I am not a sports fan whatsoever.

I would suggest that they start to do some customer segmentation to ensure that they hit an audience who actually gives a shit about the Hawks and start to become slightly more efficient with their EDM (and DM for that matter).

The sheer fact that they have mentioned my name in the email doesn't make it personalised or customised to me, in fact i would call it spam.

Just a thought.