The Ultimate Guide to Faire Onboarding Flows & Email Strategies

If you’re looking to get your products stocked in retail stores via Faire wholesale marketplace, one of the most critical aspects of success is how you communicate with leads.  

Having a great product is only half the battle; getting retailers to notice and buy from you requires a well-thought-out email strategy. Our brand, Bare Kind, has made six-figure sales on Faire marketplace over the past six years, and we use our experience to share insights every week to help you do the same.  

In this guide, we’ll walk you through how to effectively onboard new retailers, craft compelling emails, and follow up the right way to convert leads into long-term customers. 

The Faire Onboarding Email Flow: Step-by-Step 

Once you have a retailer’s email address, your goal is to guide them through a series of emails that introduce your brand, highlight your products, and ultimately lead them to place an order. Here’s how to structure your outreach: 

1. Keep It Simple & Direct 

B2B emails are not like B2C emails; they should be concise, professional, and to the point. Keep in mind that you are one business owner talking to another, so keep it friendly but professional. Don’t be afraid to email multiple times. This is because it can take months or even a year for a retailer to convert at times. 

2. Recommended Email Cadence 

To start, send a flow of 3-5 emails with approximately 6 days between each email. You can use the cheat sheet below to get you started on your first emails. 

Best Practices for a Successful Email Flow 

1. Play Around with Your Subject Lines 

The subject line is the first thing retailers will see when they receive an email from you. If you notice that your emails aren’t being opened, try and tweak your subject lines. Below are a few effective subject line examples: 

2. Make It Personal (But Not Too Personal) 

Personalisation is always a winner when it comes to email marketing. Where possible, customise your emails by industry, location, or retailer type to suite each reader’s situation. That said, if you're sending high-volume emails, broad personalisation works just fine. For example, using words like “Perfect for boutique gift shops!”.