How the Weather Impacts your Customers Buying Behavior

And why context matters so much

Our growing mobility, on mobile and desktop, have led to the emergence of new marketing forms. Contextual marketing is the one we’ll focus on today as it relies on the constantly changing context of your customers. The device they use to check their emails, their location, the weather at this precise location or their webmail define this notion of context. In today’s article, we’ll look into the weather forecast.

Assumed for a long time, the weather’s impact on customers buying behavior has now been proved and should be taken into account when creating your email marketing campaigns. Thanks to email intelligence technologies, you can choose to display specific images depending on the weather conditions of your subscribers. Then, at each opening of your email, the weather forecast of each subscriber will be detected automatically in order to display the product you previously chose.

For example, if you sell running products and one of your subscriber open your email on a raining day, the email will show raincoats and trousers but, if this subscriber open this email again on a sunny day, he’ll see t-shirts and shorts. Email intelligence technologies allow you to decide what your subscribers will see depending on the weather conditions (rain, sun, snow) or the temperatures.

Indeed, for some activities, temperatures would be more relevant to track and rely on for displaying one product rather than another. Let me explain. If you sell barbecues for example, even if the sky is perfectly clear, if it’s cold, no one will feel like having a barbecue. On the other side, if the weather is not perfect but it’s very hot, it would be clever to send an email with barbecue offers, wouldn’t it?