You have a product. You have stock. You have a website that gets a trickle of traffic. What you do not have is distribution. Wholesalers and stockists can put your product in front of hundreds or thousands of new customers overnight, but only if they open your email and reply.
Most wholesale outreach emails get ignored. Not because the product is wrong, but because the email itself gives the buyer nothing to work with. A vague subject line. No price range. No order minimums. No photos. Just a sentence that says “I would love to work with you” and a link.
This is how to write a wholesale outreach email that actually gets a response, based on what buyers say they want to see.
What Buyers Actually Read First
Wholesale buyers at retailers and distributors receive dozens of outreach emails a week. They do not read every word. They scan for three things: product category, price point, and minimum order quantity. If those three are not immediately visible, the email gets archived.
Your email needs to answer those questions before the buyer has to ask them. That means your subject line names the category, your opening paragraph states the price range, and your first bullet point lists the order minimum.
The Structure That Works
Every successful wholesale outreach email follows the same pattern. It is not creative writing. It is a structured pitch that respects the buyer’s time.
Subject line: Category plus value prop
Your subject line should tell the buyer exactly what you sell and why it matters. Not “Exciting new opportunity” or “Partnership enquiry.” Something like “Australian-made soy candles, wholesale from $8/unit, MOQ 50.” The buyer knows the category, the price range, and the minimum before they even open the email.
Opening: Who you are and what you sell
Two sentences maximum. “I run [brand], a [category] brand based in [city]. We make [product type] for [target customer].” That is it. No origin story. No mission statement. Save that for the about page.
Body: The details the buyer needs
Use a short bulleted list. Buyers scan, they do not read paragraphs. Include:
- Product category and brief description
- Wholesale price range (per unit)
- Recommended retail price range
- Minimum order quantity
- Available variants (colours, sizes, scents, etc.)
- Lead time for first order
- Whether samples are available
If the buyer has to email back to ask any of these, you have made it harder than it needs to be.
Close: One clear next step
End with a single, specific call to action. Not “Let me know if you are interested.” Instead: “I have attached our wholesale catalogue and price list. Can I send you a sample pack this week?” One question. One action. Easy to say yes to.
Common Mistakes That Kill Response Rates
Sending a link instead of information
“Check out our website for more details” puts the work on the buyer. They will not click through to find your price list. Put the key details in the email body. Attach a one-page PDF catalogue if you have one. Link to the website only as a secondary reference.
Writing a novel
Your brand story does not belong in a cold outreach email. The buyer does not know you yet. They need facts first. Earn the right to tell your story after they reply.
Forgetting attachments
If you mention a catalogue, price list, or lookbook, attach it. Emails that say “I can send you our catalogue if you are interested” add an extra step. Attach it upfront. Let the buyer browse on their own time.
No minimum order quantity
Buyers need to know the smallest commitment they can make. If you do not state your MOQ, the buyer assumes it is either too high or too low for them. State it clearly. If you are flexible, say “MOQ 50 units, negotiable for first orders.”
The Email Template You Can Adapt
Here is a template you can customise for your own product and brand. Replace the brackets with your details.
Subject: [Product category] wholesale from $[price]/unit, MOQ [number]
Hi [Name],
I run [Brand], a [city]-based [category] brand making [product type] for [target customer].
We are looking for retail partners and wanted to reach out because [specific reason this retailer is a fit, e.g. “your customers match our demographic” or “your store carries similar brands”].
Quick details:
– Wholesale price: $[range] per unit
– RRP: $[range] – MOQ: [number] units
– Variants: [number] [colours/sizes/scents] – Lead time: [number] business days
– Samples available: YesI have attached our wholesale catalogue with full product specs and pricing. Can I send you a sample pack this week?
Best,
[Your name] [Brand] | [Website]
When to Follow Up
Send one follow-up email four to five business days after your initial outreach. Keep it short. “Just checking if you had a chance to review the catalogue. Happy to send samples if you would like to see the product in person.” That is enough. Two follow-ups maximum. After that, move on.
Wholesale buyers who are interested will reply. The ones who do not are not your target stockist right now. Focus your energy on writing better outreach to the next ten buyers on your list.
The Quick Version
- Subject line: category, price range, MOQ
- Opening: two sentences about who you are and what you sell
- Body: bullet points with price, RRP, MOQ, variants, lead time, samples
- Close: one specific next step, ideally sending samples
- Attach your catalogue, do not make them ask for it
- Follow up once after four to five business days, then move on
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