Flexmail

Flexmail is a Belgian email marketing platform, run by Flexmail nv from Genk, that sends newsletters, campaigns, automated workflows and transactional email for businesses that mail their own contacts. Its home page calls it "Een Belgische e-mail software voor wat jij vandaag én morgen nodig hebt" (Belgian email software for what you need today and tomorrow), and it sells the tool together with human support: the pitch is a reliable tool "met experts die jou helpen het maximale uit je e-mail te halen" (with experts who help you get the most out of your email). The site is published in Dutch, English, French and German.

The platform covers email campaigns, automatic mail flows, a marketing CRM, real-time reports, interests, forms and surveys, AI tools, integrations and transactional email. The FAQ explains why the company chose to build a Belgian platform: as a Belgian business it knows what managing a multilingual audience means, and it supports customers in their own language.

What a sender gets

Campaigns are built in a drag-and-drop builder that, in the home page's words, handles all the technical specifications so the sender can focus on content. Users can build their own templates without technical knowledge, show only relevant content per recipient, and personalize with contact data, down to opening with "Beste #firstname#". A set of Flexmail AI tools is offered to "Maak betere e-mails in minder tijd" (make better emails in less time), and the footer links to a generative AI policy.

Contact management works differently from most tools, and the FAQ says so directly. Flexmail does not use separate mailing lists; everything lives in one database, and a sender mails to segments built from it. The company's reasoning is that separate lists create duplicate data and duplicate costs, and that segmentation across lists is not possible. To keep track of where a contact came from, Flexmail records sources (became a customer, attended an event, left details in a shop, filled in a form). Dynamic audiences are built from current contact data and click behavior, and per audience a sender can show specific content inside one mail.

Interests add another layer. Contacts can choose which topics they want to receive, click behavior can be linked to interests, and articles in a newsletter can be shown or hidden accordingly. Unsubscribing per interest is supported, which the site presents as a way to lose fewer subscribers.

Double opt-in is mandatory. The FAQ asks "Waarom vraagt Flexmail altijd een double opt-in?" and answers "Wij werken niet voor spammers" (we do not work for spammers): every new address confirms by email before it can be mailed, which the company says keeps only validated, interested addresses in the database, gives clear consent for GDPR purposes, and means the customer only pays for contacts with real value. Existing subscribers who already gave consent may be imported without a new opt-in round, according to the anti-spam policy.

Automation, forms and reports

Automation is built as scenarios with tree structures and logic, triggered by actions "binnen Flexmail, in de inbox of op je website" (inside Flexmail, in the inbox or on your website). A scenario starts from a form submission, a status change, a click on a specific link or an event registration. The sender then writes the emails, sets rules (wait for an action or a date, wait until someone fills in a form, or clicks a link or does not), chains scenarios together, adds an alternative path for contacts who do not meet the criteria, and can update a status or other database field at the end. The automation page lists uses from welcome mails and event follow-up to birthday or appointment reminders, automatic delivery of white papers, survey follow-ups and contact updates. Reporting shows how many contacts wait in each step and how each mail performs.

Forms, surveys and polls are built in the same tool and linked to emails. Fields can be pre-filled from existing data, new answers update the database automatically, and a survey can spread question types over several pages, be answered anonymously or by name, and use conditional logic to skip questions that no longer apply. For events, a form can cap the number of participants, close with a message after a set date, and trigger automatic replies to people who responded, or did not.

The reports page lists real-time dashboards for opens, clicks and conversions, historical comparisons by week, month or across campaigns, detail reports per campaign, audience or time window, link tracking and click maps, device and email client breakdowns, automation reports, contact growth, form conversions, bounce management, spam score monitoring and geographic data. A/B testing sends two variants of a subject line or call to action to a small part of the audience, and "Flexmail bepaalt automatisch de winnaar en verstuurt die naar de rest van je lijst" (Flexmail picks the winner automatically and sends it to the rest of your list). Addresses that do not exist are detected and removed automatically; the anti-spam policy specifies that hard bounces under RFC 3463 code 5.1.1 are moved to a central blacklist in the account. Reports export to CSV or Excel, and API endpoints let a team build custom reporting in its own systems.

Transactional email and integrations

Flexmail also sells transactional email, promising clear documentation, deliverability and an affordable price. The home page says promotional and transactional emails "mixen nooit" (never mix), and that transactional customers get 45 days of data retention. Integrations run "Op basis van onze API of via Zapier" (through our API or via Zapier), and the footer links to developer documentation and a status page.

Pricing and trial

Flexmail has no free plan, and the FAQ explains why: "Waarom biedt Flexmail geen gratis versie aan? Omdat we je premium kwaliteit willen bieden." (Why does Flexmail not offer a free version? Because we want to offer you premium quality.) The company argues that free tiers force paying customers to subsidize free users and says it will not put users on slow servers or count unsubscribed contacts to push them onto a paid plan. What it offers instead is a 30-day trial: "30 dagen volledige toegang", no credit card required, and "Alle Pro-features beschikbaar" (all Pro features available). The home page promises transparent packages, unlimited email sending and no hidden costs ("Onbeperkt e-mails versturen", "Geen verborgen kosten"), and the footer notes that all listed prices exclude VAT. Package prices are listed on the separate pricing page ("Prijs") in the menu.

Compliance and support

GDPR sits at the center of the pitch. The home page promises "GDPR-conform mailen met alle nodige garanties op informatie- en databeveiliging" (GDPR-compliant mailing with all necessary guarantees on information and data security) and describes Flexmail as a European tool with the right quality labels. The FAQ says "ons hele beleid is daarop afgestemd" (our whole policy is built around it) and "beschikken we bijvoorbeeld ook over een ISO 27001 certificaat" (we also hold an ISO 27001 certificate). A data processing agreement is linked in the footer. The anti-spam policy is strict: every mail needs an unsubscribe link, customers must answer spam complaints within 24 hours, an account that has not responded within 48 hours can be closed without refund, and contacts who never opted in directly, including those taken from business cards, may not be imported.

Support is sold as a core feature, with "Killer support met échte mensen die jou helpen slagen" (killer support with real people who help you succeed). A customer quote on the home page says the team can always count on personal contact. The FAQ lists separate contacts for sales, support and finance, and training comes in three forms: a basic course, custom training around a team's strategy, and self-study. A free email marketing masterclass sends one lesson a week for 5 weeks.

Who it suits

Flexmail suits Belgian and other European businesses, especially those mailing in more than one language, that want campaigns, automation, forms and surveys in one tool with GDPR and ISO 27001 statements behind it and a support team that speaks their language. Event organizers get participant caps and follow-up flows, and marketers who run both newsletters and order or account mail can keep both with one vendor while the site says the two streams stay separate.

It suits less well a sender who wants a free plan to grow into, since there is none, or one who likes to keep separate mailing lists and import contacts without confirmation: the single database and mandatory double opt-in are deliberate choices the company defends.