Weather conditions can play an important role in the effectiveness of marketing campaigns in certain industries. That is why we prepared a recipe that takes into account the weather in the area where your subscriber is based, segments your list instantly, and has each subscriber receive the most appropriate marketing message.
This weather-based re-engagement recipe checks the weather conditions at your subscriber's location when they click on any link inside one of your campaigns. Since you want to promote product offers that are weather-sensitive, different campaigns will be sent out to different user segments. If it is rainy, you could promote umbrellas, or if it is sunny, you can promote straw hats instead.
If you have already found the Re-engagement email based on weather recipe among the available recipes, and know how recipes are laid out, then let's go right ahead and see the ingredients of this recipe:
The trigger (1) for this recipe is called When someone clicks on any link in any campaign and, as its name implies, it fires up your automation when someone clicks on any link in any of your campaigns. Following the trigger is a Wait for 0 minute(s) control step (2) which creates a practical distance between the time the subscribers click on a link and the time an email campaign is dispatched to them, based on the Then send email campaign action steps (4) and (5). To discern which of the two campaigns should be dispatched, the Filter by weather conditions in contact's location conditional step (3) will check the conditions in the contact's location, based on their IP address, and steer the workflow accordingly.
B. Changing the Recipe
If you are already familiar with how to use Action steps and how to use Conditional / Control steps, you can use that knowledge to change parts of this recipe as you see fit. It's exactly like creating or editing one of your own automation designs: you can add steps, remove steps, or edit the steps already available to fit your design's needs.
You can also save your changes as a custom recipe, and use it at your leisure.
C. Using the Recipe
A recipe cannot be activated as it is. You first need to complete all the incomplete tasks found in the task list and transform the recipe into a fully functional automation workflow. The Re-engagement email based on weather recipe requires the following tweaks:
1. Click on the Wait for 0 minute(s) step.
2. Set the required time value and measurement unit, on the available fields.
Click on Save when you are done.
3. Click on the Filter by weather conditions in contact's location step.
4. Choose one of the available weather conditions from the drop-down menu.
Your options are:
- Clear Skies
- Extreme Conditions
Click on the Save button when you are done.
5. Click on the Then send email campaign step, to set the occasion in which the weather at the location matches your above choice.
6. Set the appropriate campaign options on the available fields.
This type of action requires that you define a Subject line, the "From" name, the Content as well as set an optional Emails per day cap so that a customer won't get more emails than you would want on the same day. Click on Save when you are done and then proceed to set the corresponding Then send email campaign steps for the occasion in which the weather at the location does not match your choice.
7. Don't forget to activate your automation by toggling the switch to Active.
Remember, this type of recipe requires that you connect your website to your account so that your automation workflows know where your subscribers are located when they click on a link in any of your campaigns.