Pro-actively offering something which is not available, a new low
I have an Amex 241 booking in J in December to Miami. I got an email today saying there are a few seats in F available and would I like to upgrade. So I clicked on the "Upgrade now" link, which took me through to the normal MMB section (without of course logging me into the booking concerned). I logged into the booking and "what a surprise", both of the Upgrade options cash and with Avios said Sorry you cannot upgrade this booking.
Honestly the place I get my nails done has better IT than BA. Surely someone who has studied the tiniest bit of marketing knows that if you send out an email, the link should work and you should restrict it to people who can actually take up the offer as otherwise it just serves as a(nother) way of peeing off your customers.