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colora colours its communication with inspiring, advisory email marketing

Jasper Jasper Van Biesen
26-10-2023 • 
9 minutes reading time
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colora colours its communication with inspiring, advisory email marketing
    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.

    About colora

    Flexmail

    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
    Paint shop
    Paint shop

    Paint shop

    Paint shop
    Colour advice
    Colour advice

    Colour advice

    Colour advice

    Those who want to paint, should think about colora

    We should be in our customers’ thoughts at the right moment
    Being 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.”

    Subject: It’s time to tackle the exterior wood
    Subject: It’s time to tackle the exterior wood

    Subject: It’s time to tackle the exterior wood

    Subject: It’s time to tackle the exterior wood
    Campaign numbers


    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 level
    If 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.

    “The topics in these emails to professionals differ from those in the emails we send to our private customers. They include interviews with fellow professionals for example, just to show what beautiful things you can make with our products.”

    Subject: Discover our actions on interior walls
    Subject: Discover our actions on interior walls

    Subject: Discover our actions on interior walls

    Subject: Discover our actions on interior walls
    Campaign numbers

    Loyal to Flexmail

    When we have questions or problems, we can always rely on Flexmail standing by with personal contact
    We at colora know full well that reliable email marketing software is just as important as an excellent painter. Not surprisingly, the paint company has been loyal to Flexmail for a decade. Especially the outstanding support and the personal contact are very important to the company.

    “For this reason we have used your platform since the days your business was called Addemar,” Kimberly says. “Our emails are an important part of our content strategy. Customers can have themselves registered in the shops, or they leave their email address on the website.”

    At colora, we send newsletters every two weeks. This frequency is sometimes increased due to their waves. The customer database consists of three major groups: Flanders, Wallonia and the Netherlands. Although the marketing team does not use segmentation in a detailed manner, many colora emails have a local character, according to Kimberly.

    “Now take for example our events. When a certain shop organises a specific workshop, we send an email from that shop to the clients who shop there. We personalise these mails with a picture from the shop or from the team who works there. That way, our clients know immediately which shop it is about.”

    Subject: Register now for our outdoor painting workshops
    Subject: Register now for our outdoor painting workshops

    Subject: Register now for our outdoor painting workshops

    Subject: Register now for our outdoor painting workshops
    Campaign numbers


    In our knowledge centre, you can read why segmentation is important for the success of your email campaigns. How tailored is your mailing?


    Don’t be afraid to experiment

    We are still in the process of looking around and trying new things
    Thanks to the useful reporting tools in Flexmail, the people at colora are not afraid to experiment with their email communication. Kimberly: “Our email content has to be consistent with our customers’ interests. So every now and then you have to try something new. Via Flexmail, we can see which items have been clicked often and which open rates are lagging behind. Emails we send in the afternoon, often have the highest scores.”

    Although they sometimes test something new, they want to use automation more often with Flexmail in the near future. “It saves you a lot of time, for manual follow-ups and sending everything manually would be extremely time-consuming. This also frees up time to work on segmentation and personalisation.”

    With automation
    you save time, and you let Flexmail do the hard work. It leads to increased output and better results!

    Kimberly’s tip on email marketing:

    Send emails that are useful to your target group
    You have a lot to tell as a company, so you have a lot to communicate too. But do your (new) customers – your target group – look forward to it? It is a question you should always ask yourself as a marketeer, Kimberly says.

    “Find out what your customers are really looking for, what they need, and how you can respond to this as a company. Try to keep your content digestible and simple. It is no use to make things more difficult than necessary. What you want to convey should be clear, to the point and relevant. With every email we send, this is essential.”
    Would you like to try Flexmail?

    Would you like to try Flexmail?

    Design mails tailored to your needs, reach your target group, and learn from the proper results.

    Get a free trial now

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