Finding the Perfect Email Frequency for Your Faire Customers

Balancing Engagement and Deliverability Without Spamming or Missing the Mark

Ever wonder how often you should email your Faire customers without crossing that thin line between helpful and “unsubscribe”? You’re not alone. I’ve spent years figuring out an email cadence (email obsessed: yep) that keeps my customers informed—without overwhelming them. Here’s how I’ve landed on a sweet spot that works for my handmade business, and how you can refine your own strategy.

Why Email Frequency Matters

Email remains one of the most direct ways to reach your wholesale buyers. But too few emails, and you risk fading into oblivion. Too many, and your audience could suffer email fatigue. That’s why consistency is key—on a schedule that balances your promotional goals with your readers’ attention spans.

A Quick Stat for Perspective

Research shows that 69% of recipients will unsubscribe if they’re inundated with emails, even if they once loved your brand. So, moderation is everything.

Our Approach: Twice a Month to the Entire List

I typically send emails twice a month to my entire Faire subscriber list. It’s enough to keep my name fresh in their inbox but not so frequent that it feels spammy. If we’re launching a new collection, promoting a new product or restock, those two monthly sends are usually enough to generate buzz.

When to Segment Further:

• Special Product Launch: If I have a new product that only appeals to a certain niche (like eco-friendly boutiques), I’ll break out that audience for a segmented email.

• Regional Promotions: Sometimes I offer special shipping discounts for retailers in neighboring states—that’s another time I’ll segment.

This approach keeps the bulk of my audience engaged while letting me target smaller subsets without piling onto everyone else’s inboxes.

Why We Keep a Separate Email List

Faire offers an integrated messaging system, but relying solely on it can be risky. Deliverability issues may arise, design options, segmentation and stats are limited. So I maintain a list in Klaviyo as well. This gives me multiple benefits:

• Deliverability Control: I can track open rates, click-throughs, and unsubscribes more precisely.

• Not All Eggs in One Basket: If Faire’s system changes or has downtime, I still have a direct line to my buyers.

By using Klaviyo alongside Faire, I protect my reach in case one channel faces hiccups.

The Limitations of Faire Emails

Faire places restrictions on how often you can email your customers, and they monitor key metrics like open rates and unsubscribes. If you spike in either direction (too many sends, high unsubscribes), you could get flagged. If this happens, don;t panic. Reach out to Faire. Then adjust future emails accordingly; or run the risk of being blocked from sending emails. Beyond that, customers themselves might unsubscribe if you bombard them.

Pro Tip: Don’t fret if you’re running a special promo. If your retailer follows you on Faire, they’ll often get automatic notifications about new product launches, restocks, or sales. That means you might not need to send a dedicated blast every time—Faire is already doing some heavy lifting for you.

Best Practices to Keep in Mind

1. Be Transparent: Let your retailers know upfront how often you plan to email them. If it’s once or twice a month, say so.

2. Stay Relevant: Keep content focused on what genuinely benefits them—new products, insider tips, or exclusive deals.

3. Watch the Metrics: Track open rates and unsubscribe rates. They’re your barometer for whether you’re hitting—or missing—the mark.

4. Keep It Personal: A conversational, friendly tone helps your emails stand out. This isn’t just a sales pitch; it’s a relationship.

   
   

Finding the right email frequency for your Faire customers is a balancing act. You want to remain top-of-mind without wearing out your welcome. For me, two monthly sends plus occasional segment-focused emails hit the sweet spot. Using a second platform like Klaviyo ensures I don’t have all my eggs in one basket, and I can track performance in more detail.

What if your Faire rep has been telling you to research potential new accounts and add them to your Faire account? Here's how I handle this.

Take a moment to reflect on your own cadence. Could you reduce unsubscribes by sending fewer, more targeted emails? Or do you need to speak up a bit more to stay visible? Test, measure, and adjust—soon enough, you’ll find the rhythm that delights your retailers and keeps them coming back for more.