How to Boost Your CRM Strategy with Weather-Responsive Campaigns
- Cara Wilson
- Jan 29
- 6 min read
Updated: Mar 31
Have you ever noticed how much your day can change with a shift in the weather? Whether it's the chill of a winter morning or the warmth of a sunny afternoon, the weather often has a way of influencing our mood, our decisions, and even how we shop. As I wrote this post, the rain was pouring and I suddenly became aware of how many decisions I've made about my day just because of the weather.
Nearly "60% of consumers alter their shopping habits when it's hot or when it rains" (Weatherads). So for marketers and business owners, understanding these weather-driven behaviour shifts could be essential to the success of their customer relationship marketing (CRM) strategy.
In this blog, you'll explore the benefits of weather-based CRM, practical ways to incorporate it into your strategy, and why an empathetic approach is essential for truly connecting with your customers.
The Benefits of using Weather-Based CRM
Weather influences what people buy, when they buy it, and how they engage with brands. In the UK, "a seasonal temperature just 1°C higher or lower than average typically causes a 1% fluctuation in sales" (Weatherads). Integrating weather data into your CRM strategy unlocks powerful opportunities to drive engagement and sales - here are some key benefits:
1. Provide an Enhanced Customer Experience
We know it's important to provide a personalised experience to our customers. By tailoring your campaigns to current weather conditions, alongside other personalisation tactics, you'll be delivering content that feels ultra personal and timely. Relevant offers are more likely to be noticed and acted upon, leading to better engagement and higher conversions.
76% of consumers said receiving personalised communications makes them more likely to consider purchasing from brands
2. Gain Competitive Advantage
Using real-time weather in your marketing can set you apart from competitors. A report from Salesforce found that "65% of customers expect companies to adapt to their changing needs and preferences". By delivering relevant, weather-based content, your brand appears attentive and responsive, giving you an edge over many companies that still rely on generic, one-size-fits-all messaging.
Example: Co-op created this email to stand out from other retailers during a bank holiday weekend. The weather forecast was personalised to each recipient's location and the hero image would change from BBQ themed to indoor fun, depending on the forecast.
3. Drive Conversions and Customer Loyalty
Weather-responsive campaigns can significantly boost sales. For example, clothing retailer Burton, saw an 11.6% uplift in website conversions when they used live weather data to personalise their website and serve up relevant products to their visitors.
Beyond short-term gains, this type of approach strengthens long-term customer relationships. If you align your content with your customers’ immediate needs, e.g. a sun-soaked travel deal abroad when the weather is grim at home, you'll increase the likelihood of a positive experience that will encourage them to return to your brand time and time again.
How to Boost your CRM Strategy using the Weather
Incorporating weather data into your CRM strategy goes beyond simply reacting to the forecast. It’s about using real-time data to create timely, relevant, and personalised customer interactions. Here are some powerful ways to put weather-driven marketing into action:
Weather-Triggered Campaigns
With the right technology you can use weather forecasts to trigger real-time automated campaigns and content. For example, create automated emails or SMS to offer discounts on wet weather clothing or accessories when it rains, or a promotion for SPF products during a heatwave.
Weather-triggered campaigns are relevant for various industries, not just retail. Examples might include:
Charities with specific mission messaging that is relevant to emphasise when certain weather conditions are met
Facilities management might have safety advice that needs highlighting when temperatures are extreme
Energy companies might provide tips for keeping cool or staying warm when energy demand spikes in response to the weather.
These triggered campaigns work well due to their immediacy and personalised aspect. By using a weather API and setting up location based triggers, you're able to address the conditions your recipients are experiencing at that very moment. But, as with all automations, preparation is key. Your content needs to be set up in advance and designed for longevity - unless you’re using dynamic content (which we’ll cover next).
Example: On the hottest day of 2024 in the UK, The Guardian newspaper sent this email from a climate specialist using the subject line "As a climate scientist, I trust the Guardian". As a brand that understands their audience and how to create an impact, they ensured this content aligned with the peak of the summer heat.
Weather-Specific Promotions
Leverage weather conditions to drive urgency or exclusivity. For example, launch flash sales like “20% off coats while it’s snowing!” or “Cool down with this summer offer.” Pairing a limited-time incentive with weather triggers can create a sense of fun and immediacy. However use this type of messaging sparingly to maintain its impact - afterall, something can't always be urgent. If you can plan your promotional offerings in advance and have the right technology in place, you can also automate these campaigns, ensuring they run seamlessly when weather conditions align.
Dynamic Content
Dynamic content is a game-changer for adapting your digital marketing to the weather your audience is experiencing in real time. Think about where it makes sense for your content to automatically change based on weather conditions - for example, within your email campaigns, app homepage, or website.
Not only does this make your content ultra relevant but it provides you with flexibility on which aspects change and which need to remain constant. It also streamlines your workflow, as you won’t have to create separate campaigns for every weather scenario and can insert this content into existing campaigns.
Dynamic content allows you to get as granular as you need to. You can set rules to change just an image or apply it to entire content modules depending on what you're working on and the objective of your campaign.
Example: Ted Baker used dynamic content to create a personalised email featuring a live weather forecast and relevant products. This is the wet weather version but it would change according to the weather in the recipient's location at the time of opening the email.
Seasonal Product Education
Of course it isn't always about selling - sometimes, it’s about educating. This is particularly important when considering where your customer is in their lifecycle e.g. if they're still considering a purchase then educational and informative content is more useful to them.
Relate your content to your products or services. For example, if you sell gardening tools, consider sharing seasonal planting tips tailored to the local climate. Outdoor gear brands can offer advice on how to prepare for extreme weather conditions or how to make the most of seasonal activities.
This type of educational content not only strengthens your relationship with customers but also positions your brand as a trusted resource. When you align your products with your customers' seasonal needs, it deepens their connection to your brand - and can even influence future purchasing decisions.
Approach with Empathy
I'm sure you're well-aware of the extreme weather events that have been hitting countries around the world recently, resulting in devastating floods and wildfires. So I want to emphasise that while weather-driven marketing can be highly effective, recognising how extreme weather negatively impacts and endangers human lives is fundamental. In such circumstances, marketing messages promoting products or services would be inappropriate and tone-deaf. Customers experiencing hardship need help and understanding, not marketing emails.
Here's how you can manage this responsibly:
Monitor Extreme Weather Events: Use weather alerts or monitoring systems to track areas impacted by severe conditions. This allows you to identify regions where forecast-led campaigns may not be appropriate.
Pause Campaigns in Affected Areas: CRM tools and email platforms often allow you to segment audiences by location. When extreme weather strikes, you can temporarily pause campaigns for those regions to avoid sending irrelevant or inappropriate messages.
Shift the Focus to Support: Instead of marketing, pivot communications to offer help and resources. This might include:
Providing information on emergency assistance or relevant resources
Extending flexibility on delivery schedules, cancellations, or payment terms
Using appropriate channels to offer support where possible
Ensure the tone of any communication during these times reflects empathy and sensitivity. Even an acknowledgment of the situation can go a long way in showing your customers that you care.
Example: Online retailer Huckberry emails a message of support to subscribers after the LA wildfires offering free credit and discounts to those affected.
Summary: Why Use Weather-Responsive Campaigns
Understanding how weather affects consumer behaviour can give brands an edge when tailoring their CRM strategies. By incorporating weather-responsive campaigns, you can better align your messaging with your audience’s current needs, boosting relevance and engagement. Whether it’s sending weather-triggered promotions, using dynamic content to reflect local conditions, or providing relevant seasonal product advice, weather-based CRM strategies offer endless possibilities.
While it may not be a game-changer for every brand, for many, using weather data in CRM can offer a unique opportunity to connect with customers in a timely and impactful way.
It's crucial, however, to approach with empathy and awareness - during extreme weather events customers need support and showing sensitivity to their circumstances can help build a stronger relationship.