Content
Get updates on tests we run to improve conversion...
Weather patterns affect conversion rates
02/08/2010
Email marketing conversion rates differ depending on the weather, a new study has found.
The weather can have a substantial impact on the effectiveness of email marketing campaigns and, subsequently, conversion rates.
According to a study by email marketing firm Pure360, recipients respond to communications in different ways depending on current weather patterns and their relationship to the products or services being advertised.
For example, consumers are almost twice as likely to open an email promoting festival tickets on a sunny day than they are when it is raining.
Similarly, emails from holiday companies achieve clickthrough rates of 27 per cent in hot weather, compared to 12 per cent in poor weather conditions.
However, it is not just the sun that boosts conversion rates, as cold and wet weather can also benefit some marketers if they time their communications right.
Indeed, consumers are more likely to be thinking about "life-changing purchases" such as cars or homes in bad weather, the research showed.
Adam Bambrough, product and experience manager at Pure360, recommended monitoring the performance of email marketing campaigns, perhaps through AB testing and analytics to determine how weather patterns can be used to best advantage.
AB testing and email analytics could help with this.
Posted by Christina Townsend
According to a study by email marketing firm Pure360, recipients respond to communications in different ways depending on current weather patterns and their relationship to the products or services being advertised.
For example, consumers are almost twice as likely to open an email promoting festival tickets on a sunny day than they are when it is raining.
Similarly, emails from holiday companies achieve clickthrough rates of 27 per cent in hot weather, compared to 12 per cent in poor weather conditions.
However, it is not just the sun that boosts conversion rates, as cold and wet weather can also benefit some marketers if they time their communications right.
Indeed, consumers are more likely to be thinking about "life-changing purchases" such as cars or homes in bad weather, the research showed.
Adam Bambrough, product and experience manager at Pure360, recommended monitoring the performance of email marketing campaigns, perhaps through AB testing and analytics to determine how weather patterns can be used to best advantage.
AB testing and email analytics could help with this.
Posted by Christina Townsend