Colora? That’s right, the paint shop. But colora is a lot more than the place to go for a lick of paint on your walls. This well-known paint chain has a strong focus on expertise and advice. For all your questions about paints, from the right colour to the best painting technique, you can turn to colora. This advisory role is also reflected in the company’s email marketing. “In our emails, this advice is even more important than our products.”
This is a remarkable comment from online content marketeer Kimberly. She works at both colora and BOSS Paints, the family business behind colora. This Belgian player has produced paint for over 77 years and has 60 colora paint shops, including three in the Netherlands. Kimberly informs us about the latest on the newsletters and emails colora sends, and the role of Flexmail in all of this.
This is a remarkable comment from online content marketeer Kimberly. She works at both colora and BOSS Paints, the family business behind colora. This Belgian player has produced paint for over 77 years and has 60 colora paint shops, including three in the Netherlands. Kimberly informs us about the latest on the newsletters and emails colora sends, and the role of Flexmail in all of this.
About colora

The paint shop of BOSS Paints
The shop where customers have always been welcome for a pot of paint and explanations since 1981. The company currently boasts over 50 shops throughout Belgium and even some in the Netherlands. The end of its growth is not in sight. colora is the ultimate retail formula of BOSS Paints, a Belgian family business, where the third generation is developing professional paint and high-quality accessories as we speak.Target groups approached via Flexmail
- For BOSS Paints, the paint manufacturer: the professional in Belgium (Flanders and Wallonia) and the Netherlands
- For colora, the paint shop: the private customer in Belgium (Flanders and Wallonia) and the Netherlands
Those who want to paint, should think about colora
We should be in our customers’ thoughts at the right momentBeing mentioned together with their product, being top of mind is the ultimate target of many companies. colora responds to this by being a ‘paint advisor’ in addition to being a shop. “We offer high-quality paint, of course. We even have our own colours,” Kimberly says. “But we really stand out by helping our customers and by giving them advice.”
New customers and seasoned do-it-yourselfers easily find their way around in the colora shops, where they receive the best advice. “This unique service also applies to our online communication. Our emails via Flexmail are an important part of this. Whoever is on our mailing list, will receive painting tips, step-by-step plans or answers to frequently asked painting questions.”
And that is not all. colora speaks about email ‘waves’, which they use to present their actions, such as promotion weeks or colour advice actions. “We have been linking our newsletters more and more to themes lately, such as the outdoor season, so that we can inspire our customers with useful tips and tricks,” Kimberly says. “This prevents our emails from being a mixed bag of topics. The right combination of information and inspiration is key.”
It is remarkable that the various colora products are not explicitly focused on in these emails. “That’s correct. First and foremost we want to support our customers in their paint project – with inspiration and advice to begin with. We think it is a good way to give our online sales and our sales in the shops a boost,” Kimberly explains.
Separate emails to the professional
Our e-letters to professionals are action-oriented and at a product levelIf the company communicates at a product level, the marketing team does so using e-letters from BOSS Paints to professional painters. “In these e-letters, the focus is rather on our products and novelties,” Kimberly says.