How the right mobile promotion copy can mitigate the negative effects from rainy weather

Midsummer is fast approaching and with that the traditional midsummer rain. Here is an interesting study that shows how the weather impacts your mobile promotion efficiency. And how the right copy can mitigate those effects. See below for a brief summary, or read the full paper here: https://lnkd.in/ewC4w3x

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In Sweden, midsummer is fast approaching and with that the traditional midsummer rain. A study by researchers at Fudan University1 sheds light on how rain and other weather effects impact your mobile promotions. Here is what they found:

•The purchase response from promotions is both higher and faster (+21%) in sunny weather compared to rainy weather (-10%).

•Better-than-yesterday weather and better-than-forecast weather also leads to more purchases and vice versa

•The copy of the mobile ad also interacts with the weather.
A prevention copy (“do not miss the opportunity to take advantage of this special deal”) will hurt the initial promotion boost from sunshine but reduces the initial promotion drop due to rainfall, compared to a neutral copy (“a general greeting of dear respected customers”)

Have a great midsummer / the Formulate team

1) Li et al., 2014