Build the list with consent
- Ask at checkout with an unticked box, and at signup with a clear line about what you will send.
- Offer something real for signing up: restock alerts, new batch reports, or early access to a limited batch.
- Use double opt-in, where the subscriber confirms from their inbox. It keeps typos and fake addresses off the list.
- Never buy or rent a list. It damages your sending reputation and often breaks the rules of your email provider.
What every marketing email must include
In the United States the CAN-SPAM Act sets the basics for commercial email. Check the Federal Trade Commission's own guidance for the current rules; in short, every marketing email needs:
- Honest sender details and a subject line that matches the content.
- A clear way to unsubscribe, honored within 10 business days.
- Your valid physical postal address.
- Identification as an advertisement where that applies.
This is general information, not legal advice. If you sell outside the US, other rules apply, and some are stricter about consent.
What to send research buyers
| When | Why it works | |
|---|---|---|
| Welcome | Right after signup | Sets expectations and links your lab reports |
| Back in stock | When a sold-out product returns | Sent only to people who asked, so it is wanted |
| New batch report | When a new lot is released | Proof, not promotion |
| Reorder reminder | Timed from what the buyer last ordered | Useful, and easy to act on |
| Order and shipping updates | Each step of the order | Cuts support questions and disputes |
Wording that gets you filtered or reviewed
The same rules that apply to your product pages apply to your emails. Avoid anything that describes what a compound does to a person, and be careful with urgency language that reads like consumer retail. Mailbox providers also filter heavy use of capitals, exclamation marks and link shorteners.
Check any draft with the free wording checker before it goes out.
How Purity handles email
Purity sends order and payment emails with your logo and your policy links, and runs a welcome series, back-in-stock alerts and reorder reminders. Those automations check their wording before they send, reach each person at most once, and honor unsubscribes automatically.
Common questions
- Can I email everyone who ever ordered?
- Transactional emails about an order are fine. For marketing, it is safest to email people who opted in, and every marketing email needs an unsubscribe link.
- How often should a research store email?
- Most stores do well with a few useful emails a month plus triggered messages like restock alerts. Sending more than your list expects raises unsubscribes and spam reports.