I could be nit picky and say that using sugar cubes to illustrate 'sweeter' is a cliche and I expect better of First Direct but that is not my main concern.
As a bank, First Direct know a huge amount about their customers including what products they have. I have had a First Direct offset mortgage for many years. So why are they sending me an email encouraging me to buy a product I already have?
If I wasn't such a First Direct brand avocate, this email could make me think they were hopeless or even worse turn me into a brand terrorist.
In pre-web / email days, this sort of blanket approach to marketing was the norm due to a combination of lack of data; poor systems; lack of resource and high costs. In 2011, it is unacceptable.
For example, with the advanced email system I use for clients (big and small), it is possible to send a specific email to a specific segment or individuals. This can even be done by using dynamic content where the copy for each email varies based on database content. e.g. the 2nd, 3rd & 4th paragraphs of an email might be different for every email recipient based on their address or gender or age or type of product purchased etc
This avoids sending an email to a customer asking them to buy something they already have bought which is clearly stupid.
Fortunately, I have so much brand goodwill for First Direct, I can forgive them for their poor email marketing on this occasion.