Weather-Triggered Email for Activewear and Outdoor Sports Brands

Your customers don't run, cycle, or head to the trails on a schedule. They go when the weather is right. The sunny Saturday morning after a grey week. The evening when it finally stops raining. The first warm weekend of spring.

Your emails should follow the same logic.

Why timing is everything for this category

Research from Neuro-Insight found that clear, sunny weather activates the brain's engagement and memory centres — people feel more open, more energised, and more ready to act. Campaigns sent into this window can see up to 10% higher ROI than those sent in neutral conditions.

For activewear and outdoor sports, this isn't abstract. The customer who woke up to sunshine this morning is actively thinking about getting outside. That's the moment to be in their inbox — not three days earlier when it was raining and they had no intention of moving.

The properties to use

• wfe_forecast_max_temperature_c — peak temperature in the 3-day forecast. Trigger warm-weather activity content above a threshold.
• wfe_forecast_conditions — list of conditions for each forecast day. Check for Sunny or Clear or Partly Cloudy before a weekend send.
• wfe_temperature_trend — Warmer or Much_Warmer signals the weather is improving. Send motivational content ahead of the good spell.
• wfe_forecast_chance_of_rain — high rain probability is the wrong moment for outdoor run campaigns. Use this as a flow filter to suppress sends.
• wfe_current_weather_condition — use in dynamic content to personalise email copy based on what's actually happening right now.

Weather profile properties in Klaviyo

4 campaigns to build

1. "The weather's breaking" motivation send

Trigger when wfe_temperature_trend is Warmer or Much_Warmer and wfe_forecast_max_temperature_c is above 14°C. This catches the leading edge of an improving spell — before the good weather arrives, when motivation to get outside is building.

Weather improving email

Angle: energy and anticipation. "The forecast looks good this weekend. Here's what we're running in."

2. Sunny weekend campaign

Send on Thursday evenings to customers where wfe_forecast_conditions includes Sunny or Clear and wfe_forecast_max_temperature_c is above 16°C. Weekend outdoor activity campaigns — cycling routes, running kit, trail gear — timed to land when customers are planning their Saturday.

An example sunny weekend email

Add a filter: wfe_forecast_chance_of_rain less than 30% to only send when the forecast is genuinely promising.

3. Category-specific weather triggers

Different activities suit different conditions. Build separate flows by customer segment:

• Runners — trigger when wfe_forecast_max_temperature_c is between 8°C and 18°C (ideal running temperature). Too hot suppresses the send.
• Cyclists — trigger when wfe_forecast_conditions contains Sunny or Clear and wind conditions are calm. Add high-visibility gear messaging when rain is forecast.
• Hikers / trail — trigger on the first warm dry weekend of spring. Combine wfe_temperature_trend of Much_Warmer with low rain probability.

4. Cold weather training campaign

When wfe_current_weather_condition is Rain, Heavy Rain, or Cloudy and temperatures drop, don't go silent. Pivot to cold-weather gear: base layers, waterproof jackets, gym and indoor training equipment. Rainy weather drives indoor browsing — use it.

Subject line example: "Not the best day outside. Here's what serious athletes do instead."

Example of an indoor training day email

Dynamic content example

Use wfe_current_weather_condition in your email template to tailor the intro line:

{% if person.wfe_current_weather_condition == "Sunny or Clear" %}
  Perfect conditions. No excuses. 
{% elif person.wfe_current_weather_condition == "Rain" %}
  Not ideal out there — but the gear that handles it is.
{% else %}
  Whatever the forecast, you can be ready for it.
{% endif %}

One filter worth always including

On any outdoor campaign, add a suppression filter: wfe_forecast_chance_of_rain greater than 70% = don't send. A sunny outdoor campaign landing into a week of heavy rain is actively counterproductive — research shows weather-misaligned campaigns are 11% less memorable and drive a 10% decrease in purchase intent.

Start using Weather in your Emails today with a free 14-day trial →