Cold Email Templates That Get Retail Buyers to Stock Your Product

Cold emailing is a powerful tool for F&B brands looking to secure retail partnerships, especially in competitive markets. Done well, it can help you achieve response rates in the mid-teens and open rates of up to 90%. Even when buyers don’t respond immediately, a well-crafted email can build brand recognition and leave a lasting impression.

This article explores how to write effective cold emails tailored to retail buyers, covering everything from subject lines and preview text to call-to-action (CTA) strategies. You’ll also find ready-to-use templates designed for both small and large retailers.

Why Subject Lines Are Critical

Your subject line is the first thing a buyer sees and determines whether your email gets opened or ignored. A great subject line is engaging, specific, and targeted to the recipient. Dream can help personalize at scale.

Tips for Crafting Subject Lines

• Make It Buyer-Specific: Include something unique to the recipient, such as their location or store focus.
  • Example: “The Best Biscuits in Norfolk” for a buyer in Norwich.
• Highlight Your Product’s Value: Focus on what makes your product unique or appealing.
  • Example: “Award-Winning Vegan Snacks Your Customers Will Love.”
• Avoid Generic or Clickbaity Lines: Retail buyers can spot mass emails.
  • Bad: “Our New Product!”
  • Bad: “Must-See Snacks for 2024!”

The Preview Text is Key

Preview text is the first few lines of your email and appears in Gmail, Outlook, and other inboxes right after the subject line. This is your second opportunity to hook the buyer, so make it count.

If you’re wondering how to personalize preview text at scale, take a look at Dream.

How to Use Preview Text Effectively

• Lead with Value: Make your first sentence something immediately interesting.
  • Example: “Hi Mark – Our gluten-free cookies are a top seller in [Region] and perfect for [Retailer Name].”
• Avoid Generic Pleasantries: Skip “I hope this finds you well.” Instead, personalize if needed:
  • Example: “I hope all is well in [Location].”
• Tease Your Offer: Hint at samples, benefits, or success stories.
  • Example: “We’d love to send you samples of our best-selling vegan snacks.”

Why Cold Email Works in FMCG

Cold email isn’t just for high-volume industries like SaaS—it’s an effective strategy for F&B brands, even with lower outreach volumes. Here’s why:

• High Open and Response Rates: With personalization and relevance, 5-15% response rates and high open rates (70-90%) are achievable.
• Brand Recognition: Even if buyers don’t respond immediately, consistent and well-crafted emails build familiarity with your brand.
• Cost-Effective: Cold email is a scalable way to connect with buyers without the overhead of in-person visits or large sales teams.

Crafting the Perfect Call-to-Action (CTA)

Your CTA determines whether the buyer takes the next step. A good CTA is specific, relevant, and easy to act on.

Effective CTA Examples

• Offer Samples: “Can we send you samples of our best-selling gluten-free cookies?”
• Propose a Quick Call: “Would you have 10 minutes next week to discuss this?”
• Focus on Their Goals: “Let’s explore how we can help you meet growing demand for organic snacks.”

Email Templates for Food and Drink Brands

For Drinks Brands – Small Retailers

Subject Line: “A Drink That’s Making Waves in [Region Name]”
Preview Text: “Hi Sarah – Our sparkling kombucha is a hit in [Nearby City] and loved by health-conscious customers.”

Body:
Hi Sarah,

Our sparkling kombucha is a hit in [Nearby City] and loved by health-conscious customers

We’ve been seeing incredible demand for our sparkling kombucha in [Nearby City/Region]—it’s now the top choice for health-conscious customers at stores like [Local Example].

Can we send you a sample to see if it’s a fit for your store in [Retailer Location]?

Looking forward to hearing from you!

Best regards,
[Your Name]

For Food Brands – Large Retailers

Subject Line: “Why [Competitor Retailer] Is Stocking This Trending Snack”
Preview Text: “Hi John – Meet the most popular plant-based cookie on TikTok.”

Body:
Hi John,

Meet the most popular plant-based cookie on TikTok

I’m [Your Name] from [Brand Name]. We specialize in plant-based snacks, and retailers like [Competitor Name] have seen a 15% lift in sales after introducing them to their healthy snack aisle.

Would you be open to a quick chat next week to discuss how we can support your healthy snack category?

Thanks,
[Your Name]

For Drinks Brands – Specialty Stores

Subject Line: “A Premium Drink Your Customers Will Love”
Preview Text: “Hi Amy – Our craft cold brew coffee is a hit in boutique stores across [Region]. Can we send samples?”
Body:
Hi Amy,

Our craft cold brew coffee is a hit in boutique stores across [Region]. Can we send samples?

I’m [Your Name] from [Brand Name]. Our craft cold brew coffee has been performing exceptionally well in boutique stores across [Region], and I think it could be a perfect fit for your premium drinks selection.

Would you be open to receiving a few samples to see if it aligns with your customer base?

Best regards,
[Your Name]

Cold email remains one of the most effective tools for F&B brands to connect with retail buyers. By focusing on personalized subject lines, engaging preview text, and tailored CTAs, you can increase your chances of success while building long-term recognition for your brand.

Ready to start crafting effective cold emails? These templates are your first step to turning prospects into retail partners.