Try this for your rule instead:
ENV{ID_SERIAL_SHORT}=="9QM42EXK", ACTION=="add",
RUN="/usr/local/bin/backup %k%n drive1"
>From the udev man page:
The following key names can be used to match against device
properties. Some of the keys also match against properties of the parent
devices in sysfs, not only the device that has generated the event. If
multiple keys that match a parent device are specified in a single rule,
all these keys must match at one and the same parent device.
<snip>
ENV{key}
Match against a device property value.
--
e100: eth0: e100_request_firmware: Failed to load firmware "e100/d101m_ucode.bin
https://bugs.launchpad.net/bugs/530348
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