5 Dos and Don’ts for Weather-Related Emails

DON'T: Be Late
Even if you've prepared options for a trending pop in the weather, other factors such as an ongoing sale or pre-planned promotion could present obstacles to getting an email sent out quickly. In my experience, these emails perform best just after the weather predictions are made, and the response tends to trail off once the weather hits. By the time folks have to actually deal with the impact, your message may have lost some of its momentum. Several retailers were late to the game with the recent arctic blast on the East Coast and the emails, in my opinion, just fell flat.