· 7 min read
Supplier outreach: 3 email templates that get replies
The exact first-contact email structure we use on our coaching calls, plus two follow-up templates for the 40% that go quiet.
We've A/B tested dozens of first-contact email variants across the PeakFlow community. These three get the highest reply rate.
Template 1: The direct ask
Subject: New DTC retailer for [niche]: dropship / MAP question
Hi [name],
I'm [name], founder of a new DTC brand in the [niche] space. I'm evaluating manufacturers for my launch this quarter.
Three quick questions:
1. Do you support dropshipping to approved retailers?
2. What is MOQ for standard wholesale terms?
3. Is MAP enforced? (I want to commit to a partner who protects margin.)
Happy to hop on a 15-min call: [calendar link].
Best, [name]
Template 2: The social proof pull
Use this when you found the supplier through a competitor store and can reference a brand they already work with.
Subject: Saw you support [competitor brand]: similar question
Hi [name], I noticed [competitor] is one of your retailers. I'm launching a DTC brand in the same category, targeting a slightly different segment ([your positioning]). Are you taking on new retail partners this quarter?
Template 3: The follow-up
Forty percent of first-contact emails get no response. Send this one 5 business days later.
Subject: Re: New DTC retailer, following up
Hi [name], appreciate the bandwidth is tight. If the three questions I sent aren't the right fit, no worries. Any chance you could point me to the right person?
The takeaway
Short emails. Three questions max. No pitching the product. The goal of the first contact is to qualify whether the supplier is workable, not to sell them on your vision.