Imagine promoting umbrellas just before or during a rainstorm or refreshing ice cream on a hot summer day. By tailoring your content to your audience's current environment, you can create a highly relevant and engaging experience that drives conversions and boosts customer satisfaction.
How are these brands so spot on with weather personalization?!
SFMC is a powerful marketing automation platform. Have you explored and played with the Einstein Content Selection feature and its ability to personalize and promote content based on local weather conditions?
In this 5-step SFMC.Essentials blog, you'll understand how to access weather-related attributes and create tailored and personalization customer experiences that drive engagement and conversions.
Let's dive in and make your marketing strategy truly weather-aware!
Step 1: Understanding Einstein Content Selection
Einstein Content Selection is a powerful feature within Salesforce Marketing Cloud that uses artificial intelligence to dynamically select the most relevant content for each recipient. This feature allows you to create personalized email campaigns that adapt to individual preferences, demographics, and, most interestingly, local weather conditions.
Step 2: Exploring Weather-Related Attributes
To harness the power of weather-driven personalization, you'll need to access weather-related attributes in Salesforce Marketing Cloud. Some commonly used attributes include:
Temperature: Current temperature in the recipient's location (in Fahrenheit or Celsius).
Weather Condition: Current weather conditions, such as sunny, rainy, or snowy.
Wind Speed: Current wind speed in the recipient's location (in mph or kph).
Humidity: Current humidity percentage in the recipient's location.
Sunrise/Sunset Time: The time of sunrise or sunset in the recipient's location.
Step 3: Accessing Weather Data
In order to use weather data in your campaigns, you'll first need to integrate a weather data provider into Salesforce Marketing Cloud. Popular weather data providers include OpenWeatherMap, Weather Underground, and Dark Sky. Once you've chosen a provider, follow their documentation to set up an API integration with Salesforce Marketing Cloud.
Step 4: Creating a Weather-Based Personalization Rule
With weather data available in Salesforce Marketing Cloud, you can create personalization rules that adapt content based on local weather conditions. Here's a step-by-step guide on creating a rule to promote weather-appropriate products:
Navigate to the 'Content Builder' module in Salesforce Marketing Cloud.
Click 'Create,' then select 'Einstein Content Selection.'
Give your rule a descriptive name, such as 'Weather-Based Product Promotion,' and click 'Next.'
Define the selection criteria by selecting the weather attribute you'd like to use (e.g., 'Weather Condition') and setting the appropriate conditions (e.g., 'Equals' and 'Rainy').
Click 'Next' to configure the content that should be displayed when the rule's conditions are met. This might be a promotion for raincoats, umbrellas, or other rain-related products.
Step 5: Implementing Weather-Based Personalization in Email Campaigns
Now that you've created your weather-based personalization rule, it's time to implement it in your email campaigns:
Navigate to the 'Content Builder' module and create a new email or open an existing one.
In the email editor, drag the 'Einstein Content Selection' block onto the canvas.
Click the block to configure its settings, then select the weather-based personalization rule you created earlier.
When recipients open your email, Einstein Content Selection will dynamically display weather-appropriate content based on their local conditions.
By using Einstein Content Selection in Salesforce Marketing Cloud, you can tap into the power of weather-driven personalization to create highly relevant and engaging email campaigns.
You know have the pragmatic knowledge and guide how to personalize your marketing journeys with relevant weather data.
SFMC.Essentials is extremely curious to see what creative journeys you will make to drive better engagement and higher conversions, all while delivering a tailored experience for your audience!
Finding yourself needed some extra pair of brains? Have a troubleshoot session with one of the SFMC.Essentials fixers