We live in Queens -- a borough of New York City. It is also it's own county. It is not like any other borough or any other place in the world.
So to suggest that we live in nearby Brooklyn is like someone suggesting San Francisco-based DoorDash is actually in Oakland -- sure, it's nearby, but it's a different world.
I ordered from DoorDash once, although I'm not sure when or why. Maybe it was to take advantage of a credit card offer, or perhaps it was that time last year when my wife and I really, really wanted a Carvel ice cream cake but didn't feel safe taking the subway there in the middle of a pandemic. Regardless, that one order was enough to be added to their email marketing list.
DoorDash knows where I live: firmly in a Queens zip code. So, the only reason to send me an offer email with a Subject line of "Hey, Brooklyn" is to want to get a Fail for Creative. Brooklyn is a nice borough, but to suggest that we live there is insulting to those of us who can walk to the World's Fair Site or the Louis Armstrong Museum -- or can brag they live in the same borough where Peter Parker grew up with his Aunt May.
But, to suggest I live in Brooklyn? Ouch! Not even a month of free pizza could get me to say, "Fuhgeddaboutit." I'm going to just leave this picture here.
Lesson:
If you want to appeal to your customers based on locality, make sure you get their location right.
