Want to take your trigger-based emails to the next level? Contributor Jason Warnock has some tips for utilizing weather events to drive sales.
Real-time email campaigns triggered by events like the weather are among the most effective marketing strategies to drive click-through rates and increase sales.
By sending real-time email campaigns based on consumers’ current environments and weather conditions, marketers can increase open rates by 2.5 times and double the amount of unique clicks versus traditional promotional email campaigns.
If executed correctly, triggered email campaigns can significantly improve your results and increase customer engagement. Be sure to incorporate the following three fundamentals for success when you are setting up your real-time email marketing campaigns based on weather:
1. An Appropriate Weather Scenario
When determining your weather triggers for email campaigns, consider the time of year and typical weather conditions. You will want to use a weather trigger that’s truly unique to the season and grabs consumers’ attention.
If it’s the middle of summer and the sun has been shining for two months straight, do not run a weather campaign based on warm weather and sunshine.
Consumers are already buying seasonal products for the summer, and your engagement will likely be lackluster. Instead, schedule campaigns for a unique weather event that’s relevant to your products and launch your promotion the moment it happens.
For example, on the morning of the first heavy snow of winter, car dealers can offer a real-time deal on snow tire installation or restaurants can offer free delivery.
On a rainy Saturday afternoon after two weeks of sun, museums can send an email campaign with discounted family admission, and movie theaters can offer discounted matinee tickets. Take advantage of timely opportunities to drive more sales online and offline.
2. A Compelling Subject Line
The subject line is the most important element of a real-time weather email campaign. You must consolidate your weather-based offer and drive the consumer to take action in ten words or less (the most effective length, according to a recent study by Retention Science).
Tell your customer why this email is relevant and worth opening, and be sure to tie in the weather scenario.
Although marketers are still testing the perfect subject line formulas for real-time campaigns, there are a couple of proven techniques for crafting a compelling email subject.
The basic formula mentions the weather condition and offer. For an automotive tire reseller offering a deal on tires, a strong subject line is “First snowfall of the year: Snow tire sale!” A fast-food chain can offer free coffee with any purchase on an unusually chilly day with the email subject line, “Beat the wind chill with a free coffee.”
Another approach is using an intriguing subject line. This type of subject line entices consumers with a special offer or exclusive information, surprising consumers because you know about their current environment and motivating them to open your email.
An example for a pizza restaurant would be the subject line, “Snowed in? We deliver.” Or for a retailer, “We know it’s raining…How about a free umbrella?”
3. Strong Content
After consumers open your email, you need to provide engaging content and strong calls to action that drive visitors to visit your website and convert. Your content should clearly associate your brand and offer with the current weather conditions that target audiences are experiencing.
For an apparel retailer, an offer for a free pair of mittens with any purchase would be a great deal during inclement weather or temperatures below freezing. A vehicle repair shop could offer 10 percent off cosmetic repairs for automobiles during strong hailstorms.
Deliver on the promise of your subject line and avoid irrelevant scenarios or offers by providing additional details that connect your campaign to the current weather conditions. It would be detrimental to your email campaign and click-through rates if you sent an offer promoting your restaurant patio when it is snowing outside.
Aside from these three fundamental principles, it’s also important to use good judgment when determining weather triggers and real-time marketing campaigns. A poorly contrived, offensive offer during a tragic natural disaster would be distasteful and turn customers off to your brand.
With relevant, highly targeted email offers in real time based on current weather conditions, brands can significantly improve email marketing performance and sales. Focus on aligning your content and core products or services, and incorporate punchy subject lines with strong calls to action that compel visitors to make a purchase.
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