E-commerce: pitch to a retail buyer
A brand pitches its products to a retailer's buyer with the details buyers need: fit, margin structure and minimums.
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Subject lines
- Ceramics for {{company}}(used in the template)
- Ceramics for your shop
- A homeware range for {{company}}
Follow-ups reply in the same thread, so they’re sent as “Re:” the first subject.
The sequence: 2 emails
Email 1 · day 1
Ceramics for {{company}}
Hi {{first_name}}, We make handmade stoneware mugs and bowls in small batches, and I think they'd sit well alongside the kitchenware you already stock at {{company}}. Wholesale orders start at 24 pieces, and we can send samples so you can see the quality in person. Would you like a sample box? {{sender_first_name}}
Email 2 · day 8 (7 days after the previous one, if there’s no reply)
Re: Ceramics for {{company}}
Hi {{first_name}}, If you plan buying around a season, let me know when you're choosing ranges and I'll get in touch then. {{sender_first_name}}
{{first_name}} and similar are filled from each lead; after a “|” is the text used when the field is empty. Written for a small homeware brand writing to independent shop buyers.
When to use it
For buyers at shops whose range clearly fits yours.
Why it works
- Buyers want to know quickly whether a product fits and sells, not the brand story.
- Mentioning order minimums and sample availability answers practical questions up front.
How to adapt it
- Say why your product fits their shop specifically.
- Include your real minimums and terms.
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