Houlihans – E-mail marketing gone bad

I love Houlihans.

It’s a great restaurant that started here in Kansas City, and has now spread across a lot of the United States.  Their atmosphere is great, food is awesome, happy hour specials (if you’re in a state that allows them…) are off the chain.  Just a great place to grab some eats and drinks.

So, a few years ago, I was at a Houlihans for a lunch meeting.  It was the one that is on the other side of town from where I live.  I’ve only been to that location ONCE – that one time.  During the lunch meeting, the server got me to sign up for their email program, promising me coupons, and specials on my birthday, and news.  I filled it out – figured, “it’s a place I go to, why not save some money…”

BUT, what I didn’t know is that the coupons and news is only from THAT location.  You cannot use them at any of the other ones, like the two that are a lot closer to where I live.  Totally frustrating.  So, for my birthday a few weeks ago, I got a coupon, but couldn’t use it, unless I drove to the other end of the city.  Yuck.  Oh, and apparently you can’t change locations.  FAIL.

Why I haven’t opted out, I’m not sure. I  guess I just like junk mail that is of no use to me.  If the “single location” email wasn’t a big enough fail in my book, today I got an email from them.  Apparently, trying to drive traffic considering the blizzard we just got.

What’s wrong with this picture?

Folks, email marketing is awesome.  It’s so nimble, inexpensive, targeted, but don’t pigeon hole yourself into saying a client needs to visit a particular location (if you have more than one location), and certainly, certainly, certainly, proof the email before it goes out.  Gheesh.  My name is Jason, not Jenna.  Yeah, I know this was probably sent from an aggregator tied to a database, but still, you can proof emails prior them being sent.  It’s a great idea that can turn sideways on you if you keep making critical marketing mistakes by bastardizing your clients.  Or… calling them Jenna.  Shame on you, Houlihans!