Brand Email Program

Welcome Subscribers!

In 2020, we started a brand initiative to offer monthly newsletters to our email subscribers. This was a lengthy process, as email creation itself was new for most of our brands and our department.

I was glad to be a lead on this project, and put my digital skills to work, and to learn the ins and outs of the email world. We started with a ‘Welcome’ email and a few subscribers and we’ve increased that by 200% from 2020.

Since 2020, we’ve expanded our email content beyond newsletters. We created product launches, promos, chip ordering and endless inspiration for our curious DIYer.

Valspar also had a glow up, receiving its very own email subscriber list and monthly newsletters as well. Being able to work on both brands helps me expand my creativity and focus on the nuances of the consumer for each brand and switch between the two quickly.

Our focus is always making the paint journey easier for the consumer. Email newsletters, promos and inspiration have all been key to this success.

We started this process in Adobe XD and used the resources of our IT team for the coding aspect. In 2021, we transferred to using ‘Marketo’ which has been helpful in allowing us to create templates and work more efficiently as we add new brands to the email library.