Frost alert: choose a warm hat by your morning

Products and resources in the concept

• Lakeshore Ear Band

  For moving: a cabled, fleece-lined ear warmer

• Harbour Watch Cap

  For walking: a ribbed cap with a fold-up cuff

• Long Night Double-Knit

  Hero product, for standing still: double-layer pom beanie

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

• A cold-morning forecast is when people notice the hat they own isn’t right for how they spend the morning.
• Sorting the range by situation rather than by warmth makes the choice quick, and gives every product a clear reason to exist.

These are reasons to try it, not measured results.

Subject and preheader

Proposed subject

{{ location }} drops to 25° on Tuesday morning. Hat weather.

Proposed preheader

Pick a hat by how you spend the morning: moving, walking or waiting.

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

Inside the email

1. 01

   Header

   The Hollowbeck Knitworks wordmark in serif on midnight blue, with links to hats, scarves and gifts.

2. 02

   Hero

   “Frost alert · Burlington, VT.” “Tuesday morning, 25°F.” The coldest morning in Burlington this week; a hat is the easiest layer to add, so pick yours by how you spend the morning. A photo of a woman at a frosted bus shelter in a berry-red pom beanie with a cream ribbed cuff.

3. 03

   Overnight lows this week

   A line chart of lows with a dashed freezing line at 32°F: Sunday 38°, Monday 33°, Tuesday 25° (highlighted), Wednesday 29°, Thursday 34°.

4. 04

   Intro

   Tuesday is the kind of morning that turns a ten-minute wait for the bus into a long one. Instead of a warmest-to-lightest list, the range is sorted by what you’ll be doing at 7 a.m.

5. 05

   Choose by your morning

   Moving the whole time (the run, the ride, the brisk lap with the dog): Lakeshore Ear Band, $28, cabled front, fleece-lined. Walking somewhere (the commute, the school run): Harbour Watch Cap, $42, two layers of knit over the ears when the cuff is turned up. Standing still, marked “For Tuesday” (the bus stop, the sideline): Long Night Double-Knit, $58, two layers of knit, a fleece band and a pom that snaps off. Each shows its colours and a Shop link.

6. 06

   Fit, care and footer

   Fit: one size, stretches to fit 21 to 24 inch heads. Care: hand wash cool, dry flat. Button: Shop all hats; free exchanges on colour, gift wrapping on request. Footer with frost-alert preferences and “Fictional concept · Weathercop”.