Understanding Faire's Native Communication Tools
When sellers talk about "email marketing" on Faire, they're usually conflating two distinct channels: external email campaigns you run through providers like Klaviyo or Mailchimp, and Faire's built-in messaging system that lives directly on the platform. This page focuses on the latter—the native tools Faire provides for communicating with your wholesale customers.
Faire's messaging tool consistently outperforms external email for wholesale communication. One brand reported that Faire messages generate significantly better read rates and response rates compared to traditional email campaigns. This makes sense: retailers are already logged into Faire to browse products and manage orders, so messages appear where they're already working.
The platform offers several communication channels: direct messages to individual retailers, broadcast messages to customer segments, automated order updates, and the ability to message based on customer actions like abandoned carts or past purchases. Understanding how to leverage each effectively can be the difference between crickets and conversions.
The Faire Direct Messaging System
Faire's DM system functions as your primary communication hub with wholesale buyers. Unlike email, which competes with hundreds of other messages in a retailer's inbox, Faire messages appear in a dedicated space within the platform where buyers are actively thinking about inventory and purchasing.
The messaging interface allows for rich media—you can attach images, include product links, and format text for readability. More importantly, messages appear with your brand profile, which means retailers can immediately click through to your storefront or view your catalog while reading your message.
Response times matter significantly on Faire. The platform tracks how quickly you respond to retailer inquiries, and responsive sellers benefit from better algorithm placement. During peak periods like Summer Market or holiday shopping seasons, responding within hours rather than days can be the difference between securing an order and losing it to a competitor.
One crucial advantage: Faire messages have context. When you message a retailer, you can see their order history with your brand, what they've browsed, and whether they've left items in their cart. This visibility allows you to personalize messages in ways that external email simply can't match.
Building Effective Onboarding Flows
Your onboarding sequence for new Faire leads needs to accomplish several objectives: introduce your brand, build trust, explain why your products fit their store, and overcome any hesitation about using Faire as a purchasing platform.
Start with three to five emails spread over several weeks, with roughly six days between messages. This isn't aggressive—wholesale buyers operate on different timelines than consumers, and conversion can take months. Some leads won't convert until the following season, particularly if you're reaching out during off-peak periods.
Your first message should introduce you personally. Include a photo of yourself or your team. Wholesale buying, especially on Faire, is about independent retailers supporting independent brands. Buyers want to know they're working with real people, not faceless corporations or dropshippers. This personal connection differentiates you as Faire becomes increasingly saturated with vendors.
The second and third messages should highlight your unique selling proposition—repeatedly. You might feel like you're being redundant, but retailers receive hundreds of pitches. They're not reading every word of every message. Repetition ensures your key differentiators actually land. Are your products handmade? Do you donate to charity? Do you offer exceptional margins? Whatever makes you different needs to appear in multiple messages from different angles.
Include social proof throughout your sequence. Screenshots of positive reviews from other Faire retailers, photos of your products displayed in actual stores, testimonials about your customer service—anything that demonstrates other buyers trust you and have succeeded with your products.
Explaining Faire to First-Time Users
A significant portion of your potential customers may not understand Faire or may be hesitant to use it. If you're sourcing your own leads through outbound prospecting, you're often introducing them to the platform for the first time. Your messages need to educate as well as sell.
Address common concerns directly. Explain that Faire Direct means you receive 100% of the sale price (zero commission), so there's no markup for ordering through the platform versus directly. Highlight the benefits for retailers: consolidated shipping, net 60 payment terms, free returns on opening orders, and the ability to discover complementary products from other vendors.
Many retailers worry that ordering through Faire creates distance between them and the brand. Counter this by explaining that you'll receive their order immediately, that you control fulfillment and shipping, and that they can message you directly through the platform anytime. Make it clear that Faire is simply a convenient storefront and payment processor, not a middleman who owns the relationship.
For retailers already on Faire, your messaging should acknowledge their familiarity and focus on your specific offerings. These customers understand the platform's benefits, so you can spend more time on product details, margins, and how your line complements their existing inventory.
Seasonal Market Messaging Strategy
Faire's major markets—particularly Summer Market and Winter Market—represent critical sales opportunities that require dedicated messaging strategies. Summer Market typically runs in late July, while Winter Market occurs in January. These events feature platform-wide promotions, increased buyer activity, and heightened urgency.
Your messaging should begin well before the market opens. In the four weeks leading up to Summer Market, retailers experience a natural dip in purchasing because they know deals are coming. Instead of lamenting this slowdown, lean into it. Use July to build anticipation, showcase new products launching during the market, and encourage retailers to browse your catalog and add items to their carts in preparation.
Pre-market messages should detail your specific promotions: what percentage off you're offering, whether you're providing additional discounts on certain collections, and which products you're putting on pre-order. Christmas inventory, for example, should be heavily promoted during Summer Market with additional incentives for early ordering. This allows you to secure orders and revenue before paying your own suppliers, improving cash flow.
During the market itself, increase your messaging frequency dramatically. Send daily reminders about your offers, respond to inquiries within hours, and actively pursue abandoned carts. The market window is narrow—usually one to two weeks—and retailers are shopping across hundreds of brands. Staying visible is essential.
Abandoned cart messages during market periods are particularly crucial. Retailers often browse and add products with the intention of checking out, then get distracted or decide to think it over. A timely message reminding them of what's in their cart, emphasizing the limited-time nature of market promotions, and offering to answer any questions can recover significant revenue.
Segmented Messaging Using Faire's CRM
Faire's CRM tool offers sophisticated segmentation capabilities that most sellers never explore. You can filter customers by dozens of criteria: last purchase date, total lifetime value, specific products purchased, business type, geographic location, review status, and more.
This segmentation enables targeted messaging that feels personal rather than broadcast. Consider these applications:
Message customers who purchased Christmas inventory last year as Summer Market approaches. Remind them it's time to reorder, highlight any new holiday designs, and offer early-bird incentives.
Reach out to customers who bought a specific collection to announce complementary products or the next iteration of that line. If someone stocked your spring florals, they're likely interested in your summer botanical collection.
Target customers in specific regions with localized messaging. If you're attending a trade show in California, message all your California retailers to invite them to your booth.
Segment by business type to tailor your pitch. A message to garden centers should emphasize different product benefits than a message to boutique gift shops, even if you're selling the same items.
Identify customers who haven't ordered in 6-12 months and send a re-engagement campaign. Offer a special "welcome back" discount or highlight how your product line has evolved since they last purchased.
Review-based segmentation can also be powerful. Customers who've left you positive reviews are your brand advocates—message them first when launching new products or running special promotions. They're most likely to order quickly and provide social proof to other retailers.
Stock Update Communications
Regular stock updates represent some of the most valuable messages you can send, yet many sellers neglect them entirely. Retailers don't have time to monitor your inventory levels, but they desperately need this information to make informed purchasing decisions.
Implement a system for monitoring your stock daily and messaging customers when relevant changes occur. Running low on a bestselling design? Message everyone who's purchased it before, along with customers whose purchase history suggests they'd be interested. Restocking a popular item that's been out of stock? Alert the customers who inquired about it and anyone who purchased it previously.
Christmas presents a particularly critical stock management window. In the months leading up to the holiday season, retailers are planning their inventory. Weekly stock updates during this period keep your brand top of mind and help retailers decide when to place orders. Messages should clearly communicate: what's currently available, what's running low, expected restock dates, and pre-order opportunities for items not yet in stock.
Stock updates also create urgency without feeling pushy. You're providing valuable information, not hard-selling. A message that says "Our bestselling reindeer socks are down to final inventory—only 200 units remaining" prompts action while serving the retailer's need to stay informed.
Monthly Newsletter Strategy
Beyond transactional messages and targeted campaigns, maintaining a regular newsletter keeps your brand present in retailers' minds between purchases. Monthly is a reasonable starting frequency, though you might increase to biweekly or weekly during peak seasons.
Structure your newsletter around value rather than sales. Include sections like:
Upcoming relevant events: If you sell animal-themed products, alert retailers to National Pet Day, World Wildlife Day, or other calendar hooks they can leverage for in-store promotions and social media content.
Brand updates: New certifications (B Corp, carbon neutral), media coverage, charity partnerships, or company milestones that strengthen your brand story and give retailers conversation points with their customers.
Product launches and improvements: Showcase new designs, materials, or features. Explain the thinking behind changes so retailers understand you're responsive to feedback and continuously improving.
Marketing assets: Provide downloadable photos, graphics, or social media content retailers can use to promote your products. Most independent shops lack design resources, so ready-made assets are enormously valuable.
Merchandising ideas: Share photos of excellent in-store displays, suggest product pairings, or offer seasonal merchandising themes. Help retailers sell more by helping them present your products effectively.
Charity or mission updates: If you donate a percentage of profits or support specific causes, share stories about the impact. This deepens the emotional connection retailers feel to your brand and gives them meaningful stories to share with their customers.
Notice what's absent from this newsletter structure: aggressive sales pushes. Your newsletter should feel like communication from a partner, not a pitch from a vendor. You're building relationships that will generate sales over time, not trying to force immediate transactions.
Acquisition Flow Best Practices
Acquisition flows target cold leads—retailers you've identified as potential customers but who haven't purchased from you yet. These sequences require persistence and patience.
Plan for five to ten emails spread over several months. Yes, months. Wholesale purchasing operates on longer cycles than consumer shopping, and buyers often need repeated exposure before they're ready to commit. One brand reported that leads routinely take six months to a year before converting, with some not purchasing until a full seasonal cycle has passed.
Your flow should gradually build familiarity and trust:
Email 1: Introduction and core value proposition. Who you are, what you make, why it's relevant to their business.
Email 2: Product details and benefits. Focus on retailer outcomes—margins, customer appeal, reorder rates—not just product features.
Email 3: Social proof and trust building. Reviews, testimonials, photos of products in other stores.
Email 4: Faire platform education. How it works, why it's beneficial, what protections and promotions they receive.
Email 5: Urgency or exclusive offer. Limited-time discount, market promotion, or seasonal relevance.
Emails 6-10: Continued touchpoints with varying angles—new product launches, restocks, seasonal opportunities, or simply staying top of mind.
Don't fear unsubscribes. They're a normal part of email marketing, and arguably positive—someone who unsubscribes at least engaged enough to make a decision. An unsubscribe is better than sending dozens of emails to someone who never opens them.
Brand your emails consistently. Even if you're using Faire's basic messaging tool, create a simple header graphic in Canva that includes your logo and brand colors. This visual consistency helps retailers recognize your messages and builds brand recall.
Abandoned Cart Recovery
Abandoned cart messaging deserves special attention because it targets the highest-intent audience: people who've already selected your products but haven't completed checkout. During major markets, abandoned cart recovery can represent 10-20% of your total sales.
Faire doesn't automatically send abandoned cart reminders, so you need to monitor this manually and reach out yourself. During market periods, check for abandoned carts daily. Outside markets, weekly checks suffice.
Your message should acknowledge what they've selected, ask if they have questions, and create gentle urgency. During markets, emphasize the limited-time nature of promotions. Outside markets, mention stock levels or upcoming price changes if applicable.
Sample framework: "Hi [Name], I noticed you have [Product A] and [Product B] in your cart. These are great choices—we're seeing strong reorders on both. Do you have any questions I can answer? I wanted to make sure you knew about [relevant promotion or stock information]. Happy to help finalize the order whenever you're ready!"
Keep the tone helpful rather than pushy. You're offering assistance, not pressuring them to buy.
Post-Purchase Thank You Messages
Every customer who orders during a market period should receive a thank-you message. This seems basic, but many sellers skip it or send only automated order confirmations.
Your thank-you should include:
Personal gratitude: A genuine thank you for their business.
Order summary: Confirmation of what they purchased and expected ship date.
Brand information: Brief reminder of your mission, values, or story—particularly important for first-time customers.
Marketing assets: Attach or link to product photos, brand graphics, or social media content they can use to promote your products.
Shipping details: Expected timeline and tracking information once available.
Next steps: Let them know you're available for questions and that you'll send restock reminders or new product alerts.
For repeat customers, keep it briefer but maintain the personal touch. Acknowledge their continued support and treat them like the valuable partners they are.
Template Examples That Convert
Here are proven message frameworks you can adapt:
Pre-Market Anticipation: "Hi [Name], Summer Market opens in two weeks! We're offering [X]% off our entire collection plus an additional [Y]% off Christmas pre-orders. I'd love for you to check out our [new collection/bestsellers]. Any questions about what might work for your store? I'm here to help you plan your order."
During Market Urgency: "Quick heads up—we're down to final inventory on [popular product] and Summer Market promotions end in 3 days. Let me know if you'd like me to reserve any units for you or if you have questions about any products in your cart."
Stock Update: "Wanted to give you a heads up that our [product line] is running low—about [X] units left before we're out until [restock date]. I know several of your customers would love these for [upcoming season/holiday], so let me know if you'd like me to set aside inventory for you."
Seasonal Relevance: "Hi [Name], just a reminder that National [Holiday] is coming up on [date]. We're seeing lots of retailers promote our [relevant products] for the occasion. I've attached some marketing graphics you can use if you'd like to create posts or in-store displays. Let me know if you need any additional assets!"
Re-engagement: "Hi [Name], it's been a while since your last order! We've added [X] new designs and improved [Y] based on retailer feedback. Would love to get your products back in your store. What would help make that happen?"
Measuring What Works
Track these metrics to optimize your Faire messaging:
Open rates: If below 30%, test different subject lines or sending times.
Response rates: If people open but don't respond, your content may not be relevant or compelling enough.
Conversion rates: Track which messages lead to orders. This reveals which themes, offers, or product highlights resonate.
Time to conversion: How many messages does it typically take before someone orders? This informs how long your acquisition flows should run.
Cart abandonment recovery: What percentage of abandoned carts convert after you message? This justifies the time investment in cart recovery.
Seasonal patterns: When do your messages perform best? This helps you time campaigns more effectively.
Faire provides some analytics within the platform, but maintaining your own spreadsheet with message dates, types, and resulting orders gives you more detailed insights over time.
Common Pitfalls to Avoid
Giving up too early is the most common mistake. Sending three emails and concluding "email doesn't work for wholesale" misses the reality that B2B sales cycles are long. Persistence over months, not weeks, is required.
Second is sending sales-only messages. Every communication that's just "here's a discount, buy now" trains retailers to ignore you. Mix in value-added content—stock updates, merchandising ideas, market intelligence—so your messages feel helpful rather than transactional.
Third is failing to segment. Broadcasting identical messages to every customer wastes the targeting capabilities Faire provides. A customer who bought minimalist jewelry shouldn't receive the same message as someone who bought bohemian accessories, even if you sell both styles.
Fourth is ignoring Faire's messaging tool in favor of external email only. Faire messages have context (order history, browsing behavior) and appear where retailers are already working. They complement external email rather than replacing it, but they shouldn't be neglected.
Fifth is using illegitimate email lists. Sending messages to purchased lists of questionable quality can get your Faire messaging privileges suspended. Only message people who've legitimately opted in or are clear prospects you've personally identified.
Integrating Faire Messages with Broader Email Strategy
Faire's native messaging works best as part of a multi-channel approach. Use external email platforms like Klaviyo or Mailchimp for:
- Initial outreach to cold leads before they're in Faire
- Longer-form content like detailed product education or brand stories
- A/B testing subject lines and content variations
- Newsletter distribution to your full B2B list
Use Faire's messaging for:
- Communications with customers who've already purchased through Faire
- Time-sensitive messages during market periods
- Order-specific follow-ups
- Messages that benefit from Faire context (cart contents, browsing history)
- Quick responses to retailer inquiries
The handoff point is usually when a lead makes their first Faire purchase. At that point, they enter your Faire messaging workflows while potentially staying on your external newsletter list as well.
Scaling Your Messaging Operations
As your wholesale business grows, manually managing all these message types becomes unsustainable. Consider these scaling approaches:
Create message templates for common scenarios (stock updates, abandoned carts, post-purchase thank-yous) that you can personalize quickly with customer name and specific details.
Schedule dedicated blocks for Faire messaging rather than responding reactively throughout the day. Daily 30-minute sessions for checking and responding often suffices outside of market periods.
During major markets, consider having team members dedicated to responding to Faire messages and managing cart recovery. These events generate enough revenue to justify the focused attention.
Use AI tools like ChatGPT to generate message variations. Feed them your brand information, product details, and the type of message you need, then edit the output for accuracy and tone. This speeds up the drafting process significantly.
Track your time investment versus results. If messaging generates £150,000 in sales but requires 50% of team time, that's valuable data for deciding whether to hire help or maintain the current approach.
The Long Game
Faire email marketing—whether through the platform's native tools or external providers—is fundamentally about relationship building. Wholesale customers are partners, not transactions. They're independent business owners trying to curate inventory that serves their specific customer base.
Your messaging should reflect this partnership mentality. You're not just selling products; you're helping them run successful stores. When you provide genuinely useful information—stock levels, merchandising ideas, marketing assets, calendar hooks—you position yourself as a valuable vendor they want to work with long-term.
The brands seeing six-figure sales on Faire aren't doing anything magical with their messaging. They're being consistent, providing value, segmenting appropriately, and staying persistent even when individual messages don't generate immediate results. They understand that wholesale relationships develop over months and years, not days and weeks.
Start with the basics: regular stock updates and a monthly newsletter. Add acquisition flows for new leads and abandoned cart recovery during markets. Layer in segmentation as you learn what resonates with different customer types. Over time, this systematic approach compounds into significant revenue from the Faire channel.