Frost alert: one number to choose a base layer by

Products and resources in the concept

• Lightweight Crew 200

  Lighter base layer top, 200 g/m²

• Midweight Crew 250

  Hero product: base layer top, 250 g/m²

• Base Legging 250

  Matching bottom layer

In Weathercop, merchants choose up to ten products for each trigger. The event sent to Klaviyo carries them to the email. Care guides and other advice links can be added to the creative.

Why it’s useful

• One number from the brand’s own catalogue, explained simply, helps customers compare products before the cold arrives, without a discount.
• Saying what the number isn’t, garment weight or a warmth rating, keeps the email accurate.

These are reasons to try it, not measured results.

Subject and preheader

Proposed subject

{{ location }} hits 24° Thursday. Here’s a number to layer by.

Proposed preheader

250 g/m² is fabric weight, not garment weight or a warmth rating. Here’s what it tells you.

{{ location }}stands for the customer’s city, filled in when the email sends.

Inside the email

1. 01

   Header

   The Kelder merino wordmark in green with a small mountain mark, on white.

2. 02

   Headline

   A forecast chip, “Chicago · Thursday low of 24°F”, then “Thursday’s 24°F. 250 g/m². A number to layer by.” Before you pick a base layer for Thursday, here’s what the number on every Kelder label means.

3. 03

   Hero photo

   A woman in a green merino crew pulling on a wool coat beside a snowy window.

4. 04

   The number

   “What 250 g/m² means: 250 grams of merino fabric in every square metre.” Two bars drawn to scale, lightweight 200 g and midweight 250 g. 250 ÷ 200 = 1.25, so the midweight fabric has 25% more merino per square metre than the lightweight.

5. 05

   What it isn’t

   Not the garment’s weight: it’s measured on the fabric before it’s cut and sewn. Not a warmth rating: it tells you how much merino is in each square metre, nothing more. Button: Compare base layers.

6. 06

   Products

   “Before Thursday.” Lightweight Crew, 200 g/m² merino, $85; Midweight Crew, 250 g/m² merino, $95; Base Legging, 250 g/m² merino, $90.

7. 07

   Notes and footer

   Layer it under; machine washable; sizes XS to XXL, with the fit guide and garment weight on every product page. Free exchanges and free shipping on orders of $100 or more. A note that Kelder Merino is a fictional demo brand.