Faire Already Did the Hard Part
Most brands treat their Faire DM channel like a megaphone. One message, blasted to everyone. Then they wonder why response rates are in the gutter.
Here's what they're missing: Faire already segments your customers for you. Right inside the platform, you have five pre-built segments based on actual buyer behavior. Lapsed buyers. Abandoned carts. Unused credits. New signups. One-time purchasers. Each one represents a different relationship stage, a different mindset, and a different reason to buy.
The brands that use these segments strategically are seeing reorder rates 2-3x higher than the ones sending the same generic blast to their entire list. The difference isn't better products. It's better messaging.
The Five Segments and What to Do With Each
1. Lapsed Buyers (Last Order 60+ Days Ago)
These retailers already liked you enough to order once. Something pulled their attention elsewhere. Your job isn't to sell them again -- it's to give them a reason to come back.
Lead with value, not a pitch. Share marketing assets they can use: product photography for their social media, display ideas for their store, a LinkedIn post template featuring your products. Make their life easier.
Then mention what's new. "We just launched our spring line -- your customers are going to love these." Keep it conversational. If you sound like a sales email, you'll get treated like one.
2. Abandoned Cart
Someone looked at your products, added them to their cart, and walked away. That's intent. Don't waste it.
Follow up within 24-48 hours. Keep it short and direct: "Hey, noticed you were checking out our [product]. Happy to answer any questions about sizing, minimums, or anything else."
Low pressure. High helpfulness. If you want to add a nudge, use social proof: "This is our number one reordered product -- retailers say it practically sells itself." That's more persuasive than any discount code.
3. Unused Faire Direct Credit
These retailers signed up for Faire Direct specifically to buy from you. They got $300 in credit. And then... nothing.
Don't hard-sell them. They already showed intent by signing up. They just need a reason to act. Show them your bestsellers or seasonal picks. Make it dead simple: "Your $300 credit is waiting. Here are the three products our retailers reorder most."
Urgency helps here too. If the credit has an expiration, mention it. "Your credit expires next month" is a lot more motivating than "Check out our catalog."
4. New Signups (Last 30 Days)
Brand new contacts are not ready for a sales pitch. They're ready for a relationship.
Introduce yourself. Share your brand story -- why you started, what makes your products different, who your ideal retail partner is. Offer genuine guidance: "Here's what our best-selling retailers order first."
Behind-the-scenes content works well here. How your products are made, where you source materials, your mission. People buy from brands they feel connected to. Give them something to connect with before you ask for the order.
5. One-Time Buyers (Never Reordered)
This is the most important segment on the list. Converting a one-time buyer into a repeat buyer is where real growth happens.
Start by asking about their experience. "How are the [products] selling for your customers?" This does two things: it shows you care about their success, and it gives you intel on what's working.
Then share restock timing. Most retailers don't think about when to reorder unless you tell them. "Most of our retailers restock every 6-8 weeks" plants the seed. Highlight new additions to your line. If you can, offer a small reorder incentive -- even free shipping on their second order can tip the balance.
Why Faire's Algorithm Rewards This
This isn't just about individual sales. Faire's algorithm tracks reorder rates and uses them to decide which brands to surface in search and recommendations.
Here's the math that matters:
- Higher reorder rates = better search visibility. Faire pushes brands that retain buyers.
- Commission drops from 25% to 15% on reorders from marketplace buyers. That's a 40% reduction in your cost of sale.
- Faire Direct reorders stay at 0% commission. Every repeat Faire Direct order is pure margin.
More reorders train the algorithm to recommend you to similar retailers. It's a flywheel: better retention leads to better visibility leads to more new buyers leads to more retention.
The 61-Day Rule
Faire tracks a "frequently ordered" metric. Brands that get reorders within 61 days of the previous order receive an algorithm boost. After 61 days, you start losing ground.
Set up reminders at day 45-50 after every order. A simple message works: "Hey [Name], most retailers restock around this time. Want me to put together a reorder for you?" Hit them before the 61-day window closes, and you lock in the algorithmic advantage.
Go Beyond Faire's Built-In Segments
Faire's five segments are a starting point. The brands pulling the best numbers build their own segments on top.
Track what each buyer ordered, when they ordered, and how much they spent. Create custom groupings -- "gift shops" get different messaging than "fashion boutiques" because they have different buying patterns, different seasons, different bestsellers.
Hyper-targeted outreach converts 3-5x better than generic blasts. That's not a guess. We've seen it repeatedly across brands doing $50K-$500K on Faire.
The limitation is that Faire doesn't give you great tools for this kind of tracking. You need a spreadsheet or CRM outside the platform to do it right. But even a basic Google Sheet tracking buyer names, last order dates, and product categories will put you ahead of 90% of brands on Faire.
The Bottom Line
Faire gives you the segments. Most brands ignore them. The ones that don't -- the ones that send the right message to the right buyer at the right time -- are the ones building reorder machines.
Start with the five built-in segments. Write 2-3 message templates for each. Customize the opener so it doesn't read like a form letter. Track what works. Refine.
It's not complicated. It's just intentional.
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At [Smoothed](https://smoothed.io), we help Faire brands build the systems and outreach strategies that turn one-time buyers into loyal reordering retailers. If you're ready to stop guessing and start growing, [let's talk](https://smoothed.io/contact).