How to create snow and cold weather triggered marketing campaigns in Klaviyo

When you integrate Weather for Email with Klaviyo, you can automatically trigger marketing campaigns during cold snaps and snowstorms to promote relevant products when customers need them most.

This guide will show you how to set up cold weather flows that trigger when temperatures drop or snow is forecast, perfect for promoting winter essentials, heating solutions, or cold weather safety items.

Setting Up Your Cold Weather Flow

Create a new Flow in Klaviyo

  1. Go to Flows and select "Create Flow"
  2. Choose "Create From Scratch"
  3. In the trigger selection, go to "All Metrics" and select the "Upcoming Weather Change" metric

Adding Trigger Filters

Since weather can fluctuate frequently, you'll want to add specific filters to ensure your cold weather campaign only triggers during genuine cold conditions.

Set your trigger filters to activate when:

  • temperature_trend is "Colder" or "Much_Colder"
  • forecast_min_temperature_c is less than 5°C (or forecast_min_temperature_f less than 41°F)
  • forecast_conditions contains "Snow" OR forecast_chance_of_snow is greater than 50% (optional - for snow-specific campaigns)
Example trigger filters

Example trigger filters

Adding Profile Filters

To prevent customers from receiving multiple cold weather emails during extended cold periods, add a flow filter that limits how often someone can enter this flow.

Recommended setting: Allow someone to enter this flow once every 7 days

Example profile filters

Example profile filters

Your Complete Trigger Setup

Your final trigger configuration should look like this:

  • Trigger: Upcoming Weather Change event
  • Conditions: Temperature trend is "Colder" or "Much_Colder" AND minimum forecast temperature below your threshold
  • Flow Filter: Skip anyone who has been in this flow in the last 7 days

Building Your Cold Weather Campaign

Now you can create your email content using Klaviyo's standard flow actions. Here are some ideas to get you started:

Product Recommendations:

  • Winter clothing and thermal wear
  • Heating devices and blankets
  • Hot beverages and warming foods
  • Ice removal and snow clearing tools
  • Winter car accessories and antifreeze
  • Home insulation products
  • Emergency supplies and flashlights

Creating a Cold Weather Segment

In addition to automated flows, you can create a segment of profiles currently experiencing cold weather conditions for targeted campaigns or one-off promotional emails.

Creating the Segment:

  1. Go to Lists & Segments in Klaviyo
  2. Click "Create List/Segment" and select "Segment"

Setting Up Your Cold Weather Conditions: Add the following profile property conditions:

  • wfe_current_weather_temp_c is less than 5 (or wfe_current_weather_temp_f less than 41)
  • AND wfe_forecast_min_temperature_c is less than 2 (or wfe_forecast_min_temperature_f less than 36)
  • AND wfe_temperature_trend equals "Colder" or "Much_Colder"

Optional Additional Filters for Snow Campaigns:

  • wfe_current_weather_condition contains "Snow"
  • wfe_forecast_chance_of_snow is greater than 70%
  • wfe_forecast_conditions contains "Snow" or "Heavy Snow"

This segment will automatically update as weather conditions change, giving you a real-time list of customers experiencing cold weather or snow conditions.

Example cold snap segment

Example cold snap segment

Using Your Cold Weather Segment:

  • Send targeted promotional campaigns for winter essentials
  • Create urgency around heating and insulation products
  • Promote emergency preparedness items before major storms
  • Schedule location-specific snow removal service offers

Personalising with Weather Data

Make your emails more relevant by including actual weather information. In your email template, you can reference:

  • {{event.wfe_forecast_min_temperature_c}} - The minimum expected temperature in the next 3 days
  • {{event.wfe_current_weather_temp_c}} - Current temperature
  • {{event.wfe_forecast_chance_of_snow}} - Chance of snow percentage in the next 3 days

Example Email Content

Subject Line: "Brrr! It's dropping to {{event.forecast_min_temperature_c}}°C - Stay warm with 25% off heating"

Email Body: "Hi {{person.first_name}},

The temperature in your area is expected to drop to {{event.forecast_min_temperature_c}}°C this week{% if event.forecast_chance_of_snow > 50 %} with a {{event.forecast_chance_of_snow}}% chance of snow{% endif %}!

Don't let the cold catch you unprepared.

[Include product recommendations and promotional offers]

Stay warm and safe!"

More Cold Weather Campaign Ideas

Frost Warning Flow (Perfect for garden centers and plant retailers):

  • Trigger when forecast_min_temperature_c is less than 1°C
  • Promote plant protection covers, frost cloths, and greenhouse heaters
  • Include care tips for protecting plants

Snow Storm Preparation Flow:

  • Trigger when forecast_chance_of_snow is greater than 80%
  • Promote snow shovels, salt, emergency kits
  • Create urgency with "before the storm hits" messaging

Extreme Cold Alert:

  • Trigger when temperature_trend is "Much_Colder" and forecast_min_temperature_c is less than -10°C
  • Focus on safety products: hand warmers, emergency blankets, backup heating
  • Include cold weather safety tips

Best Practices

  • Adjust temperature thresholds based on your audience's location - what's "cold" varies greatly by region. Canada regularly get sub-zero temperatures, but in the UK it's not as common.
  • Segment by geography if you serve customers across different climate zones
  • Time your sends appropriately - send cold weather emails 2-3 days before temperature drops
  • Include safety information alongside product promotions to add genuine value
  • Consider wind chill factors in your messaging for more accurate weather representation
  • Plan inventory accordingly - cold snaps can create sudden demand spikes

With Weather for Email, you can automatically capitalise on winter weather opportunities and provide timely, relevant offers that help your customers stay warm, safe, and prepared.