Emailing store buyers is the next step in email marketing. If you have a blog or customer newsletter in place, you might want to start setting up a wholesale buyer list.
Personally, I have never started a email campaign to buyers I did not already know. When I first set up my wholesale site, Idaho Gifts Wholesale, ten years ago, I was still on the road visiting store buyers. At the time, I had a form describing my wholesale site with a blank for buyers to fill in their email addresses. When I got back to my office, I manually added these folks to my newsletter list — available through my ecommerce software.
I build a wholesale buyer email list pretty fast with this method. But what if you don’t have the advantage I had and want to build an email list?
Here are a few tips from Justine Grey, the founder of Create Hype
→ I would always use an actual name if I knew it (and calling the store is a great way to get the name).
I think my jewelry collection would be a perfect match for your customers because I carry fun, flirty and whimsical pieces that any girl would love!
→ Most of the stores I contacted were kitchsy, girly and a perfect match for my line. You would use a similar message tweaked to your market as a way to show the store that your items are great for their customers.
My name is Justine Smith, I am a jewelry designer based in Toronto…. My items are now being carried in boutiques in Toronto, Ontario and Woodstock, NY. The photo attached is my best seller “Happy Necklace” in yellow.
→ I didn’t have this line in the original pitches but added it in shortly after my first few wholesale orders to further add in noteworthy information about my company.
Please find in this email my wholesale line sheet and order form for your consideration. If you would like to place an order but have further questions, please contact me at any time.
→ The line sheet is what helped me get orders. I didn’t include one in my original pitches and rarely heard back from anyone. Once I included the professional specs and prices, I had much better luck.
A few things I would add when launching your email pitches:
- Check out the store or the website FIRST before contacting them. If you think your products would be a good fit, I would say: “I see you are carrying XYZ and ABC products. I have found that stores who do well with those lines will do well with my XXX product (or line)”
The idea is to explain to the store how your line will benefit the store’s customers and thus bottom line. Emphasis is on the store NOT on your line! Subtle difference, but an important one.
- Expect that buyers WILL NOT get back to you. Not only are they busy, but they are also bombarded by sales reps and producers. Wait a week and call the buyer to see if they got your email. Offer to send a sample, if applicable. And continue to follow up (ask the buyers when you should get back to them) until you get a firm response. If they say they are not open-to-buy at this time, ask when they might be.
Persistence is the key in working with buyers.