I also got the same message in Italian. It is a bit less confusing: simply ask to check the XP counter and check promotions on Awards while they wish you Seasons Greetings (wich for an average Italian in Christmas time sounds a bit impersonal altough politically correct).
Certainly we would expect something better...a coupon would be nicer but I can understand that the financial situation is not the best one....even though they are not offering any coupon/discount even for the birthday.
In the past I got only once from KLM...never from AF while Swiss, Austrian and LH send me at least 1-2 times a year each coupon such coupons!
Maybe I have only to wait New Years Eve....