Those who live in the Northeast are familiar with how Mother Nature’s unpredictable patterns can influence purchasing decisions. Marketers are now capitalizing on a weather-based email marketing trend. The weather has always made popular small talk so it is no surprise that personalizing an email message by mentioning the local weather conditions will result in higher open rates.
Although certain businesses may see opportunity in this type of marketing more than others using a bit of creativity – everyone can use the weather to the benefit as the local weather gives you a commonality.
What types of forecast conditions might be capitalized upon?
- First Day of the Season Sale – weather it is Spring, Summer, Fall, Cold or Warm … it’s easy to tap into the emotions of those in the Northeast with a mere mention of temperature and the season.
- Rainy Day or Snow Day Promotions – a local spa that I frequent does this with facials and massages and it works like charm.
- Prepare for the Forecast – take advantage of 3 or 5-day forecasts and use them to your benefit.