I spent 18 years buying for stores like Urban Outfitters. Nobody on the retail side of the table is thinking about your email automations. But they are absolutely thinking about whether you'll show up again after that first order, whether you'll make it easy to reorder, and whether you'll stay top of mind without being annoying about it.
Automations do that work for you. On autopilot. While you're doing literally anything else.
Faire just rolled out 12 of them, and most brands have no idea what to do with all 12. This guide fixes that. Set these up once, and you've got a system quietly nurturing every buyer relationship, from the person who just clicked your link to the account that's ordered five times.
Keep your Faire brand portal open in another tab. You'll be toggling things on as we go.
What's Inside
01Where to start (quick quiz)
02How automations actually work
03All 12 automations, explained
04Grouped by buyer journey
05Your setup roadmap
06Full setup walkthroughs
07Promo codes
08Maintenance, Troubleshooting & FAQ
Quick Quiz
Where should you start?
Twelve automations is a lot to look at once. Answer three quick questions and I'll tell you exactly where to start.
Before you touch a single toggle, get the lay of the land. This is the stuff you only need to learn once.
Where to Find Them
Log into your Faire brand portal.
Click Marketing in the left menu.
Select Automations.
You'll see all 12 listed, each with a toggle, a status, an "Edit email" option, and a revenue estimate specific to your account.
Where Everything Lives
The Marketing tab is Faire's home for campaigns, automations, promotions, flyers, and digital images. Automations are just one piece of it.
What to Know Before You Start
Send time is fixed. Every automation sends at 8:30 AM Pacific, daily. You don't control this.
Automations don't eat your weekly send limit. Your campaigns and direct messages have a weekly cap. Automations run in the background no matter how many campaigns you've sent.
Retailers have their own daily ceiling. Every email a retailer gets from every brand on Faire counts toward one shared daily limit. During high-traffic windows like Faire Market, a retailer can hit that ceiling and your automation gets held back. Just how the plumbing works.
Unsubscribes are real. A full opt-out or a delivery-level suppression stops sends to that address for good.
You're always in control. Toggle any automation on or off whenever you want. Edit the copy whenever you want.
Rewrite the template. Faire gives every brand the same skeleton copy. If you leave it as-is, you sound like every other brand on the platform. Rewrite it in your voice.
Tip
Faire caps your weekly campaigns on a fixed Monday-to-Sunday reset. Want two campaign sends close together during a big push? Send one Thursday and one the following Monday, straddling the reset. Automations aren't affected by this at all.
Personalization Tags
These tags automatically pull each retailer's own details into your email — their name, their shop name, their sign-up credit — so every send reads like you wrote it just for them. Type each tag exactly as shown, even in non-English campaigns, or it won't populate.
Tag
Pulls In
{{customerName}}
Retailer's first name on Faire
{{shopName}}
Retailer's shop name (defaults to "Your store")
{{faireDirectCredit}}
Their current Faire Direct sign-up discount
{{myBrandName}}
Your brand name on Faire
What This Actually Does
One Bootcamp student who rewrote her automation copy in her own voice, instead of leaving Faire's default template, is seeing a 47% open rate on her automated emails. That's what happens when a buyer opens something that sounds like a person.
All 12 automations, explained
Here's the full lineup, start to finish, with what each one does and why it matters. Later sections show you how to group them and set them up.
1
New Customer Welcome
Fires when a retailer joins through your Faire Direct link, before their first order. Sets the tone at one of the most engaged moments in the whole relationship.
2
Sign-up Offer Reminder
Nudges a Faire Direct lead who hasn't used their sign-up offer yet. Re-surfaces the incentive Faire already funds for you before they forget about it.
3
Abandoned Cart Follow-up
Fires when a retailer leaves your products sitting in their cart. Wholesale's version of e-commerce's highest-converting automation.
4
Tradeshow Lead Follow-up (New-to-Faire)
Follows up with show visitors who don't have a Faire account yet, and gets them onto the platform through your link at 0% commission.
5
Tradeshow Lead Follow-up (Faire Retailer)
Follows up with show visitors who already have a Faire account. The ask isn't "join Faire," it's "order from me."
6
1st-Order Review Request
Fires once an order is delivered. Builds the social proof and review rating that helps every future buyer trust you faster.
7
60-Day Reengagement
Fires when a customer hasn't ordered in 60 days. Catches them in the evaluation zone, before they browse the competition.
8
90-Day Reengagement
Fires at 90 days of silence. Often the heaviest lifter of the reengagement set, buyers can love your product and still forget to reorder.
9
120-Day Reengagement
Fires at 120 days. Works harder than the earlier check-ins, and it's a strong spot for a targeted promotion to win the reorder back.
10
Lapsed Customer Reengagement
Fires when a retailer hasn't ordered in a year. Lapsed rarely means lost, and market season is a strong window to bring them back.
11
5th-Order Milestone
Fires on a retailer's fifth order. Pure appreciation for a proven, committed account that chose you five separate times.
12
1-Year Customer Anniversary
Fires around one year of reordering. A year-long account is worth more than any new one, and the real money in wholesale lives in the reorders.
The Buyer-Backed Lens
Where each automation fits in the buyer journey
This is the part most brands miss. Every automation exists to answer one unspoken question a buyer is asking at a specific moment: should I trust you, should I finish this order, should I come back? When you set them up with that in mind, instead of just flipping toggles, they stop feeling like email chores and start working like a buyer relationship on autopilot. Here's where each one lands, and some show up in more than one place, because that's how buyer behavior actually works.
Prospective Retailer
Hasn't ordered yet, deciding whether to trust you
New Customer Welcome
Sign-up Offer Reminder
Abandoned Cart Follow-up
Tradeshow Lead Follow-up (New-to-Faire)
Tradeshow Lead Follow-up (Faire Retailer)
Just Placed First Order
Testing the waters, watching how you show up
1st-Order Review Request
Existing Retailer
Nurturing the relationship toward reorders
60-Day Reengagement
90-Day Reengagement
120-Day Reengagement
5th-Order Milestone
1-Year Customer Anniversary
Abandoned Cart Follow-up
Lapsed Retailer
Gone quiet, worth winning back
120-Day Reengagement
Lapsed Customer Reengagement
Abandoned Cart Follow-up
Your setup roadmap
Twelve automations feels like a lot. It's not, if you go in phases. Work top to bottom and you'll capture the fastest wins first.
Check off each automation once you've completed it, this list is interactive.
Phase 1: Top Priority
These sit on the highest-intent moments you've got: a lead who just joined through your Faire Direct link, a buyer with a full cart already mid-decision, and proven buyers sitting right in their natural reorder window. Set these four up first and you've already captured most of the upside.
Phase 2: Mid-Priority
This phase is about reactivation and proof. You're recovering revenue you've already half-earned, warm leads who clicked but didn't order, buyers who went quiet, and building the social proof that makes every future buyer trust you faster.
Phase 3: Nice to Have
Important for the long game, not urgent this week. The 120-day catches stragglers your 60 and 90-day emails missed, the milestones deepen loyalty with your best accounts, and the trade show follow-ups matter most right after a show, so save these for when you've got a show on the calendar.
Full setup walkthroughs
Every automation gets turned on the same way. Four steps, every time:
Go to Marketing → Automations in your Faire brand portal and find the automation by name.
Click Edit email to open the template.
Rewrite the copy in your own voice using the prompts below.
Save, then toggle it ON.
That's the whole mechanical process — same for all 12. The walkthroughs below are organized by where the buyer is in their journey, so the intent behind each email stays clear while you write it.
Turning Cold Leads Into Buyers
These four reach people who haven't ordered from you yet. The job of each is to lower the friction between interest and that first order.
Sign-up Offer Reminder
Fires when a Faire Direct lead hasn't used their sign-up offer yet.
They raised a hand, then got busy. Interest rarely dies from a no, it dies from distraction. This email re-surfaces the incentive Faire already funds for you: 50% off their first order (up to $150) plus free shipping for a year.
Copy Prompts
Keep it short, they already know your brand
Lead with the incentive and that it won't last forever
Name one or two bestsellers to give them a reason to start their cart now
One clear call to action: start your first order
Subject Line DirectionYour [Brand] Welcome Offer Is Still Waiting
Abandoned Cart Follow-up
Fires when a retailer has your products sitting in their cart, unpurchased.
A full cart is a buyer mid-decision. This is wholesale's version of e-commerce's highest-converting automation. Faire also lets you optionally attach a promotion here for an extra nudge.
Copy Prompts
Acknowledge the cart casually, never creepy: "saw you were eyeing a few things..."
Remove friction, remind them of minimums, lead times, or free shipping thresholds if favorable
If you attached a promo, make it the star of the email
One call to action: complete your order
Subject Line DirectionYour [Brand] Cart + a Little Something
Proof This Works
One Bootcamp student turned this automation on and saw 5 orders in her first 30 days, directly traceable to this email. A full cart is the closest thing to a guaranteed yes you'll ever get in wholesale, and most brands never follow up on it.
From the Buyer's Side of the Table
Buyers build carts for weeks while they plan a budget, especially before market season. A cart sitting untouched is usually just a person who got pulled into six other things. Show up before they forget why they added your products in the first place.
Tradeshow Lead Follow-up (New-to-Faire)
Follows up with show visitors who don't have a Faire account yet.
This targets the top of your funnel. Get them onto Faire through your Faire Direct link and you're paying 0% commission on their orders.
Copy Prompts
Open with where you met: "so good to meet you at [show name]"
Lead with the Faire Direct incentive as the reason to sign up now
One clear call to action: sign up and shop through your Faire Direct link
Consider a "show special" promo code for extra urgency
Subject Line DirectionGreat Meeting You at [Show Name]!
Tradeshow Lead Follow-up (Faire Retailer)
Follows up with show visitors who already have a Faire account.
They're warmer than a cold trade show lead. They already understand the platform, so the ask isn't "join Faire," it's "order from me."
Copy Prompts
Open with where you met, same as above
Since they're already on Faire, drive straight to your shop or a specific collection
Name a bestseller or a show-only highlight
Consider a personal promo code
Subject Line DirectionYour [Brand] Picks From [Show Name]
Keeping Buyers Coming Back
These reach retailers who've already ordered at least once. The job here is to stay top of mind and make the next reorder the easy, obvious choice.
New Customer Welcome
Fires when a retailer joins through your Faire Direct link, before their first order.
This is one of the most engaged moments in the entire relationship. They just raised their hand. This email sets the tone before they ever place that first order. The default template already references their Faire Direct offer and free shipping for a year.
Copy Prompts
Open with genuine excitement they connected with your brand, short, warm, human
Remind them of the first-order incentive using {{faireDirectCredit}}
Share one useful insight: your bestseller for stores like theirs, or a merchandising tip
Include a link to high-res images for their website
Close with how to reach you, make it feel like they now know the founder
Subject Line DirectionWelcome to [Brand] (+ a Tip for Your Shelves)
60-Day Reengagement
Fires when a customer hasn't ordered in 60 days.
This is the evaluation zone. They're watching sell-through and starting to plan their next buy. You want to show up before they browse your competition.
Copy Prompts
Warm check-in energy: "how's everything selling?" not "you haven't ordered"
Give ONE reason to come back now: what's new, or what similar stores are reordering most
One clear call to action: reorder link
Subject Line DirectionWhat's Reordering Fastest for Shops Like Yours
90-Day Reengagement
Fires when a customer 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 reengagement set. Buyers can love your product and still forget to reorder. They get buried too.
Copy Prompts
Nudge harder than the 60-day, they've had time to sell through
Tease new product or name the season or market moment coming up
Mention your current bestseller with a specific number, buyers think in numbers
One call to action: reorder now
Subject Line DirectionRestock Alert for Your Shelves
From the Buyer's Side of the Table
This is the one I watched kill vendor relationships that had nothing wrong with them. A buyer loves your product, sells through it fine, and still goes quiet, because reordering competes with fifty other things on their desk every single day. Silence from you reads as "out of sight." This email is the difference.
120-Day Reengagement
Fires when a customer hasn't ordered in 120 days.
By now they've either forgotten you or their first order underperformed. This email has to work harder than the 60 and 90-day versions, without naming either possibility outright.
Copy Prompts
Remind them what you carry and what your bestsellers are
Share what's new since they last ordered
This is a strong spot for a targeted promotion, it protects your margin while sweetening the reorder for this specific account
One call to action: come back and restock
Subject Line DirectionA Little Something to Restock Your [Brand] Shelf
Lapsed Customer Reengagement
Fires when a retailer hasn't ordered in a year.
Lapsed doesn't mean lost. Some accounts are seasonal by design. Market season is a strong reactivation window because everyone's buying. Let the automation handle volume, and save your personal outreach for the VIP accounts.
Copy Prompts
Zero guilt-trip energy, seasonal gaps are normal
Lead with what's new since they last ordered, a year is a long time and your line has evolved
Consider an incentive to make the return easy
Pro move: for your top lapsed accounts, send a personal email too, on top of the automation
Subject Line DirectionLook What's New Since We Last Talked
From the Buyer's Side of the Table
As a buyer, I never read a year of silence as rejection. Budgets get reallocated, categories rotate in and out of the assortment, buyers turn over at the company entirely. Lapsed usually means "not right now." Show up like you know that.
Rewarding Your Best Accounts
These reach the retailers who've proven their loyalty. The job here is to make your most valuable accounts feel genuinely seen.
1st-Order Review Request
Fires automatically once an order is successfully delivered.
Reviews are social proof for every future buyer browsing your page, and your review rating factors into your ranking on Faire. Retailers can submit or edit a review for up to 180 days after delivery.
Copy Prompts
Keep the ask small and specific: "two minutes, a few sentences about how it's selling"
Tell them why it matters: reviews help other stores discover brands they'll love
Subject Line DirectionQuick Favor About Your [Brand] Order?
Manual Add-On for Better Timing
Faire's own guidance says the best time to ask for a review is 2 to 4 weeks after delivery, once they've actually unpacked and started selling. If you want that better-timed ask, filter your Customers tab by order date at the 14 and 30-day marks, then send a short, personal review request through Faire Messenger. It reads as far more genuine than an automated one at that stage.
5th-Order Milestone
Fires when a retailer places their fifth order.
Five orders means a proven, committed account. They chose you five separate times. Loyalty compounds when you actually acknowledge it. No pitch needed here, this one is pure appreciation.
Copy Prompts
Make it personal: "five orders in, and I want you to know we notice"
No discount needed, this email's only job is to make a proven account feel seen
Optional: slip a few extras into their next order and tell them to keep an eye out in the box
Optional: plant a seed for growing the relationship, a new collection, a heads-up on what's coming
Subject Line DirectionOkay, This Means a Lot to Us
1-Year Customer Anniversary
Fires around one year of the retailer reordering from you.
A year-long account is worth more than any new one. The real money in wholesale lives in the reorders, not the first sale.
Copy Prompts
Thank them for the partnership, not just the orders
Acknowledge the full year specifically, it shows you're paying attention
Pro move: for your top anniversary accounts, mail a handwritten note the same week
Subject Line DirectionOne Year of [Store] + [Brand]
Promo codes
Faire now gives you the ability to create custom promo codes at the retailer level, so you can sweeten a specific offer for a specific account instead of discounting your whole shop. You've got two tools for this, and they do different jobs.
Custom Promo Code
How It Works
Retailer types a code at checkout
Account Targeting
Shareable to anyone who has the code
Stacking
Stacks with one shop-wide or product promo, plus Faire-funded Market matching
Best For
A general nudge you share broadly
Top Shop Score
Does not count toward it
Targeted Promotion
How It Works
Auto-applies, no code needed
Account Targeting
Locked to specific accounts by name or segment
Stacking
Counts as a shop-wide promo, only one applies at a time
Best For
Real retailer-specific targeting
Top Shop Score
Counts toward it
Best Pairings
Abandoned Cart Follow-up: attach a promo or code for the hesitating buyer
120-Day Reengagement: a segment-targeted promotion to sweeten the reorder for that specific lapsed account
Lapsed Customer Reengagement: a return offer targeted to your lapsed segment, so it doesn't erode margin platform-wide
Trade show follow-ups: drop a code into individual emails or messages to specific accounts
Maintenance, Troubleshooting & FAQ
Your 30-Minutes-a-Quarter Checklist
Check off each task as you go, this list is interactive.
Tip
During high-volume windows like Faire Market, take your delivered and skip rates with a grain of salt. Shared retailer daily limits mean more sends get held back than usual. Watch click rate and revenue instead, that's the real signal.
Troubleshooting
Your dashboard splits recipients into Active (Queued, Bounced, Rate-limited, Error, Ineligible to order) and Inactive.
"Inactive" is about the email address, not whether the buyer is new or returning. Even a first-time buyer can get flagged inactive — usually a bounced or invalid address, a full unsubscribe, or Faire's delivery service suppressing that address to protect sender reputation. Faire shows you the count, but not who they are or exactly why. If a retailer you know didn't receive an email they should have, open a Faire support ticket and ask them to check that address.
Shared send limits: automations, campaigns, and Faire Direct invites all count toward a retailer's daily email cap from every brand combined.
Toggle is off: easy to save an edit and forget to flip it back on.
Trigger criteria not met yet: the reengagement clock resets with every new order.
Stale email on file: worth checking for your older contacts.
Timing: automations only send once daily at 8:30 AM Pacific — a same-day trigger won't fire instantly.
Frequently Asked
Faire's documentation doesn't spell this out clearly, and it varies by trigger. The safest bet: turn everything on now, then use a manual campaign filtered by last-order-date to catch any accounts that might have slipped through before your automations went live.
No. Every automation sends at 8:30 AM Pacific, daily. It's not adjustable per brand.
No. Automations run completely separate from your weekly campaign and direct message caps.
Not constantly, but quarterly is smart. Swap in new bestsellers, update seasonal references, and keep it feeling current.
Check the toggle first, that's the most common miss. If it's genuinely on and they still aren't receiving it, that usually points to an inactive or suppressed email address. A Faire support ticket can confirm.
Free Training
You've got the setup. Here's the strategy behind it.
These 12 automations handle your email flow. But email is one piece of a much bigger Faire strategy, your product assortment, how you pitch buyers, how you show up during market season. That full picture, taught the same buyer-backed way as this guide, is exactly what I cover in a free training.
See how a former corporate buyer would build your entire Faire strategy, not just your email flow.
Want the rest of the guide?
Enter your name and email and I'll send you the link to the complete guide — all 12 automations, the setup roadmap, promo code strategy, and troubleshooting.
