A few weeks ago, a client of mine, who has over 1,000 stockists, asked me an interesting question:
“What’s the etiquette for adding marketplace retailers to my wholesale newsletter?”
Honestly? I have no idea what the official ‘rules’ are, and I didn’t bother to look them up.
(Sometimes, the official answer isn’t what actually works in real life.)
Instead, I gave her this advice: Do what’s right for your business.
Should You Add Marketplace Retailers To Your Newsletter?
In this case, I genuinely believe it’s the right move to add anyone who agrees to be on your newsletter list. Here’s why…
You Control Deliverability
Marketplaces are great for visibility and convenience, but they have their limits, especially during busy promotional periods. Those emails you send via a marketplace might not even reach every buyer’s inbox. Adding your stockists to your own mailing list ensures you’re in control of communication, so your offers, updates, and news actually get seen.
Better Buyer Relationships
When you have a direct line to your stockists, it’s easier to build a connection. It’s not all about just sending order reminders, you get to show up regularly in their inbox with value. Share helpful insights, updates on your bestsellers, or even sneak peeks of upcoming launches. You’ll stay top-of-mind, which means when they’re ready to order, you’re the first person they think of.
It’s Good for Everyone
Just because someone typically orders through a marketplace doesn’t mean they can’t stay in the loop with your brand. If anything, it’s a win-win, since they get updates directly, and you get the chance to stay on their radar without relying on the marketplace’s tools.
How To Add Marketplace Retailers To Your Newsletter
If you’re thinking, “Great, but how do I actually go about this without upsetting anyone?” here’s what I recommend!
Ask for Permission
When you onboard a new stockist, ask if they’d like to join your wholesale newsletter. Make it clear that it’s separate from the marketplace and meant to keep them updated on your products, promos, and business news.
Provide Value
The key to a good wholesale newsletter is making it worth their time. Focus on what’s in it for them, like insider tips on what’s selling well, reorder reminders, or early access to seasonal launches.
Don’t Spam
Keep your emails purposeful and concise. Nobody likes clutter in their inbox, especially busy retailers.
Why Wholesale Newsletters Work
I’ve helped plenty of clients implement wholesale newsletters, and they often become one of their most valuable sales tools.
They’re a fantastic way to stay on top of your wholesale relationships, even during the busiest times of the year. And let’s be real: when life gets chaotic, that regular nudge in a buyer’s inbox could be the difference between them placing an order with you or someone else.
So, go ahead and add those marketplace retailers to your newsletter (with their consent, of course). Your business, and your stockists, will thank you for it.
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