Learn how to write personalised wholesale emails that get a response. Creating wholesale email templates that you can personalise is one of the most effective ways to stand out and get noticed by stockists.
Rather than sending a generic message, crafting thoughtful, tailored outreach helps buyers see the value of your products and why they belong on their shelves.
In this blog post guide, we’ll walk you through how to create personalised wholesale emails that get replies and build long-term retail relationships.
Your First Wholesale Email: Make It Personal
Your first personalised wholesale email sets the tone for the relationship. This is your chance to show you’ve done your homework and genuinely want to work with this retailer.
Here’s how to personalise your wholesale email effectively:
- Use their name: Always find out the buyer’s name if you can. It shows effort and respect.
- Compliment their business: Let them know why you love their shop, product range, or ethos.
- Explain why your products are a great fit: Be specific. Highlight 1–2 items from your collection that align with their style, customer base, or values.
- Emphasise your unique selling points:
- UK-based or local brand
- Fast turnaround
- Low minimum order quantities
- Flexible and reliable
- Explain what makes your products great for them: Focus on the benefits for the retailer – what will help them sell more easily.
- Share bestsellers: Make it easy to see what’s proven to sell well.
- Include clear pricing: Attach your wholesale line sheet or catalogue, and make sure it’s easy to understand.
- Mention any previous contact: If you’ve met at a trade show or previously reached out, include that context.
- Add urgency or incentive: For example:
- “Order now for Christmas delivery”
- “Free shipping for first-time stockists”
- “Limited stock available for bestsellers”
- Ask follow-up questions: Invite engagement. For example, “Are you currently looking for new suppliers for the festive season?”
Tip: Before you hit send, check — have you included everything a buyer needs to confidently say yes?
Second Personalised Wholesale Emails: Seasonal or Occasion-Based Follow-Up
Don’t be disheartened if you don’t get a response the first time. Retailers are busy, and timing is everything.
In your second personalised wholesale emails, focus on a timely hook:
- Mention upcoming gifting occasions: Christmas, Mother’s Day, Valentine’s, etc.
- Suggest relevant products: Share bestsellers or themed items suitable for that occasion.
- Ask a specific question: e.g. “When do you usually place orders for your Christmas stock?”
This keeps the conversation relevant and helps the buyer plan ahead.
Follow-Up Wholesale Emails: Keep Adding Value
It often takes multiple emails to get a response – that’s normal. Here are some value-adding ideas for follow-ups:
- Share order deadlines: Help them plan ahead by letting them know when they need to order by.
- Announce new launches: Let them know what’s new and how they can get first access.
- Share press or awards: Increase your credibility by showcasing features in magazines or blogs.
- Offer industry insight: Share relevant retail trends or articles that would interest them.
Keep the tone helpful, not salesy. You’re here to support their business growth too.
Stay Organised and Build Relationships
Wholesale outreach is a long game. Staying consistent and building relationships over time pays off.
- Track your leads: Keep a document with who you’ve contacted, what you sent, and when to follow up.
- Email at least 3 times: Often, it’s the 2nd or 3rd message that gets noticed as you are more persistent than other potential stockists.
- Send samples to dream stockists: Let your products do the talking.
Once you’ve secured a stockist, keep that relationship warm and ask questions such as:
- Ask how products are selling
- Offer POS materials
- Share testimonials or reviews
- Check in regularly to support re-orders
Creating personalised wholesale emails takes more effort upfront, but it dramatically improves your chances of getting a reply and building lasting wholesale partnerships. Focus on the retailer, be timely, and always lead with value.
Personalised wholesale emails are a simple yet powerful way to grow your stockist list and increase your product-based business revenue.
Want Personalised Wholesale Support?
Get in touch to book a Wholesale Strategy Session and get tailored support on your email outreach, pricing and retail-ready range.
