Enhancing internal communications through email marketing
For over 25 years, the France Pare-Brise Network has fixed and replaced windshields and window panes for vehicles in France, offering a wide range of added value services such as temporary vehicle swap, at-home service and camera calibration.
With 180 independent owners and over 360 centers across the country, the brand has accelerated its digital transformation since its acquisition by the Saint-Gobain group in 2016.
In 2019, the Marketing team at France Pare-Brise selected Sendinblue to reinforce their communication activities with their Network, as well as their insurers, who are the main promoters of the brand.
A platform to communicate in a personalized manner
Driven by a mission to support their members in a personalized manner, the Marketing team at France Pare-Brise was looking for a robust, yet simple platform, that would allow them to add the email marketing channel to their internal communication activities aimed at their members. “We needed an email marketing tool to improve the communication with our Network and talk about life in our headquarters and regions.”
In order to ensure recurring information sharing with their members, the Marketing team wanted to increase their understanding of field issues, as well as be able to offer more personalized content based on the region.
Easy to implement, easy to use
The Marketing team was completely autonomous from the start on their Sendinblue account management. “We did everything online, there was no need to speak with a sales advisor, it was really easy.” The upload of their contacts also went smoothly: “We used the Excel template provided in the platform, we were able to choose the profile information that we wanted to include and our contacts were uploaded on their own!”
The team sends several newsletters a year: “With the help of Regional Managers, we promote the day-to-day of our centers. We conduct interviews, whether members or headquarters team members. The objective is to share our life within France Pare-Brise!”
Every center in the France Pare-Brise Network has its own email address. “Our newsletters are aimed at all employees, from the technician to the assistant”. There is also a dedicated email for the owners, used for more confidential communications. Thanks to Sendinblue’s segmentation feature, the Marketing team can easily choose which audience they want to send their campaigns to.
Beside, the Marketing team sends out multiple one-off campaigns to promote their own initiatives. This was the case recently when they launched their new intranet platform, about which the team was able to communicate on several occasions. Finally, the team uses Sendinblue to send campaigns to insurers, who are the first promoters of the France Pare-Brise brand, as well as their fleet partners.
The team is very happy with how easy the platform is to use, especially when it comes to creating email templates. “Our graphic designer creates the banners and we add them to the template, it’s very intuitive, there aren’t any complex elements, we know exactly where we need to position each block.” In addition, the team appreciates that they can find answers to their questions either using the white papers, or the online help center. “We were looking to add a countdown to one of our campaigns and Sendinblue had actually written an article on this topic, we thought it was very practical.”
The solution delivers on the expected results
The Sendinblue platform allows the Marketing team to focus on very specific topics in their campaigns, such as the intranet launch for instance. “Our communications have been well received by the Network and the headquarters staff”.
In addition, the Marketing team thinks the solution is “very affordable, considering everything it does. We’re seeing open rates around 50%, 100% deliverability and no unsubscriptions.” The team also mentions their high level of satisfaction on their click rate and reactivity rate, and they also track the most clicked part of their campaigns. “This has allowed us to improve the quality of our content, for example by offering more video content, which our audience finds more engaging”.
In the future, the Marketing team at France Pare-Brise is considering leveraging further the benefits of the Sendinblue solution to communicate with their customers, perhaps by creating a blog that would attract more traffic to the website and improve the organic ranking. They’re also thinking about setting up automated workflows for their members.
With a Network of over 360 centers in France, France Pare-Brise specializes in windshield and window pane replacement for all types of vehicles, including cars, civil engineering, agricultural, buses or trucks. The company offers drivers a comprehensive service to facilitate their customer journey, leveraging a wide fleet of temporary swap vehicles, mobile replacement trucks, and since 2018, online appointment bookings. Its clients are insurance firms, company fleets, car rental companies and individual customers. France Pare-Brise became part of the Saint-Gobain group in October 2016. Their objective is two-fold: simplifying their customers’ lives by offering more services and meeting insurers’ needs. Today, with the proactive engagement of more than 180 independent entrepreneurs and the daily implication of their teams across over 360 centers, France Pare-Brise is one of the leaders in the French market.
- Industry: Automotive
- Company Size: 58 employees
- Location: Ennery, France
- Website: franceparebrise.fr/
- Plan: Premium
The Marketing team at France Pare-Brise
"The platform is very intuitive, we can now communicate on a regular basis with our members and insurers in a personalized manner"
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