December Severe Weather Playbook: ZIP-Level Promises, Throttles & Messaging
- ZipScale
- 3 days ago
- 3 min read
Updated: November 24, 2025
Don’t pause all promos when storms hit—localize. Use ZIP-level rules in ShipHero to (1) auto-adjust delivery promises, (2) throttle risky lanes, and (3) trigger proactive emails/SMS. Pair those rules with carrier service alerts so your PDP/checkout always reflect reality without manual edits.
What this playbook does
Keeps conversion in safe regions while storms affect only a slice of ZIP codes.
Prevents over-promising by adding dynamic buffers or hiding fast services in impacted lanes.
Reduces tickets with proactive, empathetic comms and self-serve options.
1) Set up ZIP-level “weather states” (ShipHero SLA rules)
Create three states you can toggle by region or ZIP prefix:
Normal: Standard buffers; all eligible services shown.
Caution: +1 day buffer; hide air options that carriers flag as at-risk.
Hold: Don’t offer date-certain promises; show a conservative range (e.g., “Arrives in 4–7 days”).
How to wire it
Geo groups: Build regions by ZIP3 (e.g., 802*, 803*) or by carrier network region.
Transit overrides: Add +1/+2 day buffers per geo group for affected services.
Service visibility: Temporarily disable services carriers mark constrained (e.g., certain air lanes).
Fallbacks: Define backup services/nodes when a primary lane degrades.
Pro tip: Keep saved presets (Normal/Caution/Hold) so your team can switch states in seconds.
2) Automate signal intake (so rules update themselves)
Carrier alerts: Subscribe to UPS/FedEx/USPS operations updates; feed them to your ops Slack/email.
Weather API or feed: Map forecast severity to your ZIP3 groups (e.g., winter storm warnings).
Exceptions board: In ShipHero, flag orders >X hours past SLA or with repeated scan stalls.
Trigger examples
“If carrier alert mentions Denver hub → set CO/NM/WY ZIP3s to Caution (+1 day).”
“If NTSB/NOAA warning for the state → toggle affected ZIP3s to Hold for air services only.”
“If scan dwell time >36h in lane IL→NY → add +1 to that lane and switch to regional.”
3) PDP/checkout: honest promises that still convert
Show what shoppers need to decide—not the internal chaos.
Display logic
Normal: “Order within 2h 14m to arrive by Fri, Dec 19.”
Caution: “Weather in your area may add 1 day. Estimated arrival: Dec 20–21.”
Hold: “Severe weather in your area. Estimated arrival: Dec 22–24.”
What to hide/show
Hide “date-certain” badges in Hold state.
Keep a countdown timer to warehouse cut-off even in Caution/Hold—clarity helps trust.
4) Messaging pack (copy you can paste)
Site banner (auto-show by region)
Caution: “Weather may add a day in your area. Dates shown at checkout are live.”
Hold: “Severe weather: delivery windows extended. We’ll keep you posted.”
PDP helper text
“Arrival dates calculate your ZIP, warehouse cut-off, carrier pickups, holidays, and weather. If conditions change, we’ll notify you.”
Checkout reassurance
“We ship from the closest warehouse that can meet your date. If weather shifts, we’ll update your ETA and adjust service.”
Proactive email (delay notice)
Subject: Weather Update for Your Order #[12345]Body:Hi [First Name],Severe weather is affecting carriers in your area. Your new estimated delivery is [New Date/Range]. No action needed—we’ll keep you updated and upgrade service if needed.Thanks for your patience,—Zipscale Support
SMS (concise)
“Heads up: weather may add a day. New ETA: Dec 20–21. We’ll update if that changes. Reply HELP for options.”
5) Throttles that protect CX and margin
Promo throttle: Reduce ad spend or hide expedited shipping only in impacted ZIP3s.
Service throttle: Temporarily disable risky air services on those lanes.
Split-shipment penalty +1: Encourages single-node fulfillment when hubs are disrupted.
Auto-upgrade rule: If ETA slips beyond window for VIP/certain SKUs, route to faster fallback.
6) Fast SOP your team can follow (1-page)
Check signals (carrier + weather feed) at 9am/1pm/4pm.
Toggle states for affected ZIP3s (Normal/Caution/Hold).
Re-publish promises (Arrives-By widget updates automatically).
Push banner + email/SMS to impacted customers.
Review exceptions board; upgrade orders that miss promise.
Daily post-mortem: On-time ship %, promise accuracy, refund/upgrade count.
7) KPIs to watch (and fixes)
Promise accuracy (claims per 1k orders) → add +1 day buffer to that region.
On-time ship % (<98%) → pull cut-off earlier; re-balance labor; use wave picking.
WISMO tickets → strengthen banner/checkout copy; add SMS step.
Upgrade rate → tighten “VIP” logic or expand regionals with later pickups.
Severe Weather Playbook FAQs
Q: Should we pause all ads during storms?No—localize. Throttle impacted ZIP3s only so you keep healthy demand flowing elsewhere.
Q: Are regional carriers better in storms?Often, yes in their home zones. Keep fallback to nationals if regionals cap capacity.
Q: Can we still offer express during Hold?Offer only if cost-to-promise rules confirm on-time likelihood; otherwise hide to avoid claims.
Make Weather a Non-Event
Get our Weather Playbook Pack wired into ShipHero—ZIP-level states, throttles, and messaging templates ready to go.
Brands typically cut weather-related tickets 30–50% with local throttles.
