Faire built a marketing channel into your brand portal that most wholesale brands aren’t using yet. It’s called email automations, and it’s sitting there right now in your Marketing tab, ready to send emails on your product brand’s behalf without costing you a single campaign send or a minute of your time once it’s set up.
Here’s what you’re going to get from this article: what Faire email automations actually are, why they matter more than almost any other marketing lever available to you on the platform right now, and a full breakdown of all 12 automations Faire currently offers. By the end, you’ll know exactly what to turn on first and how to think about the rest.
And if you want the full step-by-step setup guide, complete with copy prompts to customize every single automation, grab the free Faire Email Automations Guide here and follow along inside your own Faire brand portal.
What Are Faire Email Automations?
Faire email automations are pre-built email triggers inside your Faire brand portal that fire automatically based on a retailer’s behavior, no scheduling, no manual sends, no remembering to do it.
A retailer places their first order. An automation fires. A retailer hasn’t reordered in 90 days. An automation fires. A retailer hits their fifth order with your brand. An automation fires.
You use the pre-determined copy or write your own copy once (recommended), turn it on, and Faire handles the rest.
You’ll find them in your Faire brand portal under Marketing, then Automations. Faire has pre-built templates for each one, each tied to a specific trigger in the retailer relationship. Your job is to customize the copy so it actually sounds like your brand, save it, and flip the toggle on.
This rolled out across the first half of 2026 as part of a bigger automations upgrade on the platform, and it’s still evolving. But what’s live right now is more than enough to change how your wholesale marketing runs.
Why Faire Email Automations Matter for Your Wholesale Business
A big sticking point for many brands is that there’s a cap on how many marketing campaigns and direct messages you can send to retailers on the Faire platform each week. You’ve probably bumped into that threshold before, especially heading into a big season like Faire Market or a new product collection launch, when you want to send more and the platform tells you no.
Automations are the loophole, except it’s not a loophole. Faire built it this way on purpose.
Automations do not count against your brand’s campaign or messaging limits. They run on a completely separate track. That means you can be totally maxed out on your weekly campaign sends and your automations are still landing in your best retailers’ inboxes, still creating touchpoints, still reminding your warmest leads that you exist, all without spending a single outreach credit.
Even retailers who’ve opted out of your marketing emails still receive these automations, because Faire classifies them as relationship-specific rather than promotional. That’s a meaningful gap in your favor.
It Meets Buyers Exactly Where They Are
Buyers don’t operate on your calendar. They operate on their own, a buying cadence built around markets, seasons, budget cycles, and sell-through review windows, and that cadence rarely lines up with when you happen to feel like sending an email. A buyer might be deep in a sell-through review in week one of the month, building next season’s open-to-buy in week two, and not making a single purchase decision until week three or four. If your outreach doesn’t land inside the window where they’re actually evaluating, it doesn’t matter how good the pitch or wholesale marketing campaign email is. It just isn’t there yet.
This is where automation earns its keep. It doesn’t guess at your buyer’s cadence, it responds to it.
A 60-day check-in fires exactly when a buyer’s sell-through data is mature enough to act on. A 90-day nudge lands right as memory of your brand starts to fade and a competitor’s email might otherwise fill that gap. Consumer buying psychology backs this up directly: purchase decisions are shaped by psychological factors including motivation, perception, learning, and attitudes, and the AIDA model, awareness, interest, desire, and action, describes the stages a buyer moves through before purchasing. A buyer sitting in the “desire” stage, someone who’s already sold on your product and is just waiting for the right moment to reorder, needs a very different message than one still building “awareness.” Automations let you meet a buyer in whichever stage they’re actually in, without you having to track it manually across hundreds of accounts.
Faire market weeks make this even more pronounced. Buyers don’t start shopping on day one of market week. They spend weeks ahead of a season building carts, reviewing sell-through from the last cycle, figuring out budgets, and mentally shortlisting brands before they ever place an order. By the time market opens, a lot of that decision is already made.
That means the brands that show up in a buyer’s inbox before market, at the exact moment a buyer is evaluating whether to reorder, are the brands that get the buy. Email automations put you in that inbox automatically, at the moment a retailer is already thinking about restocking, without you having to guess when to send anything.
This is buyer psychology, not a Faire feature. It’s the same logic that makes a well-timed reorder reminder outperform a generic newsletter blast: relevance and timing beat volume every time.
Built on Proven E-Commerce Logic, Applied to Wholesale
Automated email isn’t a new idea. D2C and e-commerce brands have leaned on automated flows like welcome series, cart abandonment, and win-back sequences for years, and the results are well documented. Faire essentially took that playbook and adapted it for the wholesale relationship: a new customer welcome instead of a D2C welcome series, a reorder check-in instead of a browse-abandonment email, a milestone email instead of a loyalty-tier email.
What’s different is that wholesale buyers behave differently than end consumers. They’re managing budgets, sell-through, and multiple vendor relationships at once, so the same underlying mechanism (relevant message, right moment, zero manual effort) does even more work here because so few wholesale brands are using it yet.
The Results Automated Email Drives
The numbers on automated email, even though most of this data comes from general e-commerce rather than wholesale specifically, make the case on their own.
Automated emails generate a wildly disproportionate share of revenue relative to how many are actually sent. According to Omnisend, automated flows drive roughly 30% of all e-commerce email revenue despite making up only about 2% of total send volume, and automated emails generate 16 times more revenue per send than manual campaigns.
Timing and relevance are the reason why. One in three people who click on an automated email go on to make a purchase, compared to roughly one in 18 for a scheduled campaign email. That’s not a small gap. It’s the difference between an email that happens to land and an email that lands at the exact moment someone was already thinking about buying.
Open rates tell a similar story. Automated flows average open rates north of 42% across industries, and welcome emails specifically can hit open rates above 83%, the highest of any automated email type, because they land while the relationship is at its warmest.
Segmentation compounds all of it. Segmented campaigns generate roughly 760% more revenue than non-segmented sends. Faire’s automations are inherently segmented. Each one only fires for the retailer it’s actually relevant to, which is exactly why they outperform a generic blast to your whole list.
None of this data was collected on the Faire platform specifically. Wholesale buyers don’t behave exactly like retail consumers. But Faire built these 12 automations around wholesale-specific buyer behavior, and the underlying mechanism, relevant message, right moment, no manual lift, is the same one driving these results everywhere else automated email has been measured.
Automations don’t work in isolation from the rest of your Faire performance either. A high-converting automation feeding into a shop page with a weak conversion rate is still leaving money on the table, and what your Faire analytics are actually telling you is the natural next read if you want the full picture of what’s happening on your page before and after these emails land.
What This Looks Like From the Buyer’s Side of the Desk
I spent over 18 years as a corporate retail buyer, including buying for Urban Outfitters, and 7 years buying for my own independent e-commerce gift shop, before I ever coached a wholesale brand. So let me tell you what actually happens on the other side of these emails, because it changes how you’ll think about setting them up.
Buyers are not sitting around waiting for your brand. They’re managing a budget across dozens or hundreds of vendors, tracking sell-through on last season’s buys, and mentally triaging which brands are worth their attention this week. A brand that shows up at the right moment, with a message that matches exactly where that buyer is in the relationship, gets remembered. A brand that goes quiet for four months and then sends a generic “check out our new arrivals” blast gets deleted, if it even gets opened.
Here’s what I mean by “right moment.” When I was buying, I’d build my seasonal plan weeks ahead of a market, reviewing what sold through and what didn’t, figuring out where I had open-to-buy dollars, and shortlisting brands before I ever placed an order. By the time I walked a show floor or opened my Faire dashboard, most of that decision was already made in my head. The brands that had already reminded me they existed, that had already nudged me about a reorder window or a new collection, were the ones that got my attention first. Not because their product was necessarily better. Because they were already in my head.
That’s exactly what a 90-day reorder check-in does. It doesn’t ask a buyer to make a cold decision. It reminds a buyer, at the moment they’re already thinking about restocking, that you exist and that reordering from you is easy. That’s a completely different psychological ask than a cold pitch to a brand-new retailer, and it’s why these automations convert so differently than a standard marketing email.
The same logic applies to the lapsed customer automation. A retailer who hasn’t ordered in a year isn’t necessarily a lost account, plenty of my own buys were seasonal by nature, certain brands only made sense for me at certain times of year based on the aesthetic or the price point. An automation that shows up right before a big buying season, reminding that retailer what’s new since they last ordered, catches them exactly when they’re already building out next season’s assortment. That’s not a coincidence. That’s the entire mechanism working as designed.
This is also why the review request automation matters more than it looks. When I was evaluating a new vendor, social proof from other retailers carried real weight, it told me whether a brand’s product actually performed once it hit a sales floor, not just how it looked on a product page. Every review you collect through this automation becomes proof for the next buyer deciding whether to take a chance on you.
None of this requires you to guess what a buyer is thinking. Faire built these 12 triggers around real, observable behavior: a first order, a gap in reordering, a cart sitting untouched, a fifth purchase. Your job is just to write the copy so it sounds like you’re actually talking to that buyer at that moment, not reciting a template.
If you want to go deeper on how different types of retailers actually think and buy, not just the general psychology but the specific archetypes of wholesale buyers you’re likely selling to, Episode 114 of The Buyerside Chat breaks down four wholesale buyer types and exactly how to win each one. (Listen on Spotify instead, if that’s your platform.)
All 12 Faire Email Automations, Explained
Here’s every automation currently available in your Faire brand portal, listed in the order they appear in your Automations hub.
1. New Customer Welcome Fires when a retailer joins through your Faire Direct link, before they’ve even placed their first order. This is one of the most engaged moments in the entire relationship. They just raised their hand. The default copy already references your Faire Direct first-order offer and free shipping, but this is your chance to set the tone for the whole relationship.
2. Sign-Up Offer Reminder Reminds a Faire Direct lead to use their sign-up offer before it expires. They clicked, then got busy. This automation re-surfaces the incentive before interest dies from distraction rather than a real no.
3. Abandoned Cart Follow-Up Sends to a retailer who has your products sitting in their cart but hasn’t checked out. A full cart is a buyer mid-decision, not a maybe, especially in the weeks before a market season when buyers build carts slowly while planning budgets.
4. 60-Day Re-Engagement Fires for a retailer who hasn’t placed an order in 60 days. This is the evaluation window, they’re watching sell-through and starting to think about their next buy, and this email gets you in front of them before they start browsing your competition.
5. 90-Day Re-Engagement For a retailer who hasn’t ordered in 90 days. Sell-through is proven at this point, but memory is fading. This one often does the heaviest lifting of the whole reorder-check-in set, because a buyer can genuinely love your product and still forget to reorder.
6. 120-Day Re-Engagement Fires at the 120-day mark. By now, either the retailer forgot about you or their first order underperformed, and this email has to work a little harder than the 60 and 90-day versions. It’s also a strong spot to attach a targeted promotion to sweeten the reorder.
7. Lapsed Customer Re-Engagement Targets a retailer who hasn’t ordered in a full year. Lapsed doesn’t mean lost. Some accounts are genuinely seasonal, and a market season is one of the best possible windows to win them back, since every retailer is buying for the next big quarter regardless of when they last ordered from you.
8. 1st-Order Review Request Sends after a retailer’s first delivered order, asking for a review. Faire manages the exact send timing based on delivery, and reviews matter here for two reasons: they’re social proof for every future buyer browsing your page, and your review rating factors into your ranking on Faire.
9. 5th-Order Milestone Fires when a retailer places their fifth order with your brand. Five separate purchase decisions is proof of a genuinely committed account, and this email needs no pitch at all. Its only job is to make a loyal buyer feel seen.
10. 1-Year Customer Anniversary Sends around the one-year mark of a retailer reordering from you. The money in wholesale lives in the reorders, and a year-long relationship deserves more than silence.
11. Tradeshow Lead Follow-Up (New-to-Faire) Follows up with a trade show visitor who scanned your card or connected with your brand but doesn’t have a Faire account yet. This is top-of-funnel, and getting them onto Faire through your Faire Direct link keeps you at 0% commission on their future orders.
12. Tradeshow Lead Follow-Up (Faire Retailer) Follows up with a trade show visitor who already has a Faire account. Since they already understand the platform, this automation can go straight to your shop or a specific collection instead of pitching them on signing up.
Every Automation Maps to a Stage in the Buyer Relationship
Here’s the piece most brands miss when they look at this list: these 12 automations aren’t 12 separate tactics. They’re one system, built around the actual stages a retailer moves through in their relationship with your brand.
A prospective retailer who’s never ordered from you needs a completely different message than a retailer on their fifth order. A buyer who just went quiet for 60 days needs something different than one who’s been gone a full year. Faire didn’t build these as a grab-bag of reminder emails. They built them as a relationship map, and once you see it that way, the question stops being “which automations should I turn on” and becomes “where is this specific retailer in their journey with me, and what do they need to hear right now.”
Think about it in four rough stages:
The prospect. They haven’t ordered yet, but they’ve raised their hand somehow, they clicked your Faire Direct link, they scanned your card at a show, they added something to a cart. This buyer needs reassurance and a reason to act now, not a sales pitch. Several of the 12 automations exist specifically for this stage, and they’re doing very different psychological work depending on exactly how that prospect showed up.
The new account. They just placed their first order. This is the shortest window you’ll ever have their full attention, and what you say here sets the tone for every order after it. Get this one wrong and you’ve spent your best shot at first impressions on generic template copy.
The proven, active buyer. They’ve ordered, sold through, and are somewhere in their natural reorder rhythm. This is where most of the automation set lives, because this is where most of your revenue actually lives too. But “active” isn’t one moment, it’s a window, and a buyer 60 days out from their last order is in a completely different headspace than one at 120 days. Treating them the same is where most brands leave money sitting on the table.
The lapsed or at-risk account. Something’s gone quiet, whether that’s a cart that never converted or a year of silence from a once-loyal account. These buyers aren’t gone, they’re just not currently being met where they are. The message that wins them back looks nothing like the message that keeps an active buyer active.
Every one of the 12 automations sits in exactly one of these stages, built around what a buyer at that stage actually needs to hear, not what’s convenient for you to send. That’s the real system underneath the list.
This stage-mapping only tells half the story though. It tells you when to reach a buyer. Episode 114 of The Buyerside Chat tells you who you’re actually reaching, since a Discovery Buyer moving through these stages behaves very differently than an Account Buyer doing the same thing.
Keeping Automations Relevant & Running Well (Without Babysitting Them)
Once these are live, they genuinely do run in the background, but a little quarterly attention keeps them performing instead of going stale.
Check your Automations dashboard about two weeks after you turn everything on. You’ll see delivered rate, click rate, and revenue, though you’ll need to click into each individual automation to see the revenue tied to that specific one. During high-volume windows like a market week, take the delivered and skip rate with a grain of salt, since shared retailer email limits across the whole platform mean more sends get held back during those weeks regardless of how well your automation is written. Click rate and revenue are the more reliable signals during those stretches.
Set a recurring quarterly reminder, about 30 minutes, to refresh your copy so seasonal references don’t go stale and so you’re highlighting whatever’s newest in your line. If you keep any product or collection links inside an evergreen automation, point them at evergreen products so you’re not stuck manually updating links every quarter.
Want the Deeper Strategy Behind This?
Knowing the stages is one thing. Knowing exactly which of the 12 automations fires at which stage, how to sequence them so a buyer never gets the wrong message at the wrong moment, and how to write copy that actually sounds like you instead of Faire’s shared template, is the part that takes this from “interesting framework” to “running system.”
That’s exactly what’s inside the Faire Email Automations Guide: the full setup walkthrough for all 12 automations, copy prompts built for each stage of the buyer journey, my recommended priority order if you’re short on time, how to use promo codes and targeted promotions to sweeten the moments that need it, and the maintenance rhythm that keeps all of it running without becoming another thing on your plate.
Faire Email Automations: Frequently Asked Questions
Do Faire email automations count against my campaign or messaging limits?
No. Automations run on a separate track from your weekly campaign and direct message limits. You can max out your campaign sends for the week and your automations will still land in retailer inboxes.
They do, however, count toward the total number of emails a retailer can receive from all brands on Faire per day. During high-traffic windows like a market week, a retailer may hit that shared ceiling and your automation gets held back, which is a Faire-wide limit, not something specific to your brand.
Will retailers who’ve unsubscribed still get these emails?
Yes, in most cases. Faire classifies automations as relationship-specific rather than promotional, so a retailer who has opted out of your marketing emails will typically still receive automations tied to their order activity. A full unsubscribe or a delivery-level suppression from Faire’s email provider is the exception that stops all sends, automations included.
What time do Faire automations send?
All automations send at 8:30 AM Pacific, daily. You don’t control the send time yourself, which means you don’t have to worry about an automation firing at an odd hour just because a retailer happened to place an order at 2 AM.
Do I need to use Faire’s default template copy?
No, and you shouldn’t. Faire’s templates are a skeleton every brand on the platform is using. Rewriting the copy in your own brand voice is what makes these automations actually convert instead of reading like a form email. You can use Faire’s personalization tags, like retailer name and shop name, to keep it feeling specific without writing each email by hand.
How many of the 12 automations should I have running at once?
There’s no single right number, it depends on your team’s bandwidth and how established your customer base is. A brand with a long order history has more to work with across the reorder and milestone automations, while a newer brand will get more immediate value from the automations built around first orders and cart activity.
Do Faire automations replace email campaigns and Faire Messenger?
No. Automations, campaigns, and Messenger serve different purposes on Faire. Automations run in the background on autopilot, campaigns are one-off sends you control the timing of, and Messenger is for one-to-one conversations with individual retailers. The strongest brands on Faire use all three together rather than relying on just one.
How do Faire email automations relate to my Faire analytics?
They’re connected. Automations drive traffic and conversions, and your analytics dashboard is where you’ll see whether that’s actually happening, shop traffic, conversion rate, and revenue per automation all move together. This breakdown of what your Faire analytics are actually telling you is the companion piece if you want to close the loop.
The Bottom Line
Faire built a marketing channel that runs in the background, doesn’t touch your campaign limits, and reaches retailers even after they’ve opted out of your regular marketing emails. That’s rare. Most wholesale brands aren’t using it yet, which means the ones who do are staying top of mind while everyone else scrambles to send one more campaign before market opens.
You don’t need all 12 running today. You need the first few set up correctly, in your voice, so they start compounding while you focus on everything else on your list.
Grab the Faire Email Automations Guide to get every one of the 12 automations set up, tweaked for your brand, and running before your next Faire Market Season.
To listen to the foundation of this system on Episode 113 of The Buyerside Chat podcast, give it a listen below on Spotify or here on Apple Podcasts.
And if you want to round out the full picture: Episode 114 covers the four wholesale buyer archetypes these automations are built to reach, and Episode 115 walks through the Faire analytics that tell you whether it’s actually working.
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