Revamped Email Program Helps Hunter Douglas Resellers Connect With Prospects

Hunter Douglas recently launched a new turnkey email program to help resellers promote the manufacturer's window treatments to consumers.

High-income homeowners in the 34 to 54 age range are the target audience for Hunter Douglas' products, which are sold primarily through locally owned independent retailers, says Joyce Kaneta, Internet training specialist for Hunter Douglas North America.

"There's a lot of training we do with retailers, so they know the right applications for products," she notes. "Some are more energy efficient, while others offer more privacy or light control."

While the division of the company that manages HunterDouglas.com does send out enewsletters to consumers who sign up on the manufacturer's website, the majority of the company's emails steer people to their local retailer.

Hunter Douglas has had an ongoing partnership with Constant Contact, whereby dealers can log in and build their own customized communications using a template. Five issues are created per year for dealers to use to reach their local customer bases, and they are prepopulated with information, such as articles on design tips. Dealers have the option of adding their own content or offers, including promotions for other types of products they may sell, such as floor coverings.

"While this is very easy, it can be hard for smaller mom-and-pop shops to find time because they are wearing multiple hats," notes Kaneta.

This led Hunter Douglas to create a second email option for dealers, one closely tied into its CRM system. Dealers can upload their own customer databases into Hunter Douglas' system. The "auto emails" sent from the CRM system are customized to look like they come from the dealer.

"We're kind of like the ghost writer," says Kaneta of the new monthly design newsletter, launched late last year. "We do all the work, and prepopulate it with design articles and all the reseller's information—like their contact data and logo."

Some dealers opt to do the Constant Contact newsletter, which they have more control over, and some do both. About 450 resellers have opted in to use the CRM system, which is integrated with FreshAddress' REACT product to clean dealers' databases as soon as they are uploaded. "The majority are opting in for the ones we do, because there's no effort on their part," she says. "The only part they have to do is input their email addresses."

The content in the monthly newsletters isn't heavily branded with Hunter Douglas, and covers design knowledge beyond windows, as many of its dealers also sell other items like flooring, paint or bedding.