How to use this knowledge base
The guides follow the stages of an outreach campaign: target-account research, deliverability, messaging, channels, launch and measurement. If outreach is new to you, start with campaign planning and common mistakes; if activity is already running without replies, begin with deliverability and measurement.
For a practical assessment of your current setup, see the <a href="/en/free-audit/">free outreach audit</a>. For questions about an outsourced launch, see <a href="/en/how-we-work/">how we work</a>.
Target accounts and decision-makers
- Build a target-account list by industry, region and business profile.
- Identify the roles that own the commercial problem you solve.
- Find useful facts for relevant first lines without turning the message into generic flattery.
- Understand how email, Telegram and LinkedIn fit different buyer groups in Russia and the CIS.
- Set clear inclusion and exclusion rules before the first contact.
Email infrastructure and deliverability
Most cold-email failures begin before the copy is read: domain configuration, authentication and sender reputation determine whether a message reaches the inbox. This matters especially in the local market, where Yandex 360 and Mail.ru are core business inbox providers rather than edge cases.
- Set up SPF, DKIM and DMARC correctly.
- Prepare sending domains and inboxes before a campaign starts.
- Recognise deliverability issues from their symptoms.
- Separate campaign volume from the capacity of a single sender identity.
- Review sender reputation and bounce patterns without exposing sensitive operating details.
Messages, sequences and replies
- Write a concise cold email with a clear reason to respond.
- Choose subject lines that are direct rather than click-driven.
- Design a contact sequence that gives the buyer space to reply.
- Handle replies ranging from “tell me more” to a meeting request.
- Pass qualified conversations into CRM without losing context or ownership.
Telegram and LinkedIn outreach
Email is not the only business channel in the region. Telegram is routinely used for work conversations, while LinkedIn can be useful for account research and selected audiences, subject to access and platform constraints.
- Choose the right role for Telegram in a multi-channel outreach process.
- Prepare a professional Telegram or LinkedIn presence before contacting people.
- Keep communications relevant and respectful of platform rules.
- Adapt the message to the channel instead of copying an email into a direct message.
- Use LinkedIn as part of a broader process, not as the only source of target accounts.
Launch, measurement and external support
- Turn an ICP and commercial brief into a first outreach wave.
- Choose a narrow first segment when your target market is broad.
- Define what counts as a meaningful reply and a qualified conversation.
- Run structured tests without changing every variable at once.
- Assess whether to build the function in-house or use a specialist team.
- Ask an outreach provider for reporting that connects activity to sales conversations.
For service scope and commercial options, review <a href="/en/services/">our B2B lead-generation services</a> and <a href="/en/pricing/">pricing</a>.
When these guides are not for you
These guides are for B2B offers with enough value to justify careful list work and human reply handling. If you sell a low-priced mass-market product, paid search and targeted advertising are usually a better fit. They are also not a guide to sending a large volume from one inbox: that damages sender reputation and is not a sustainable outreach method.
If you need meetings with relevant decision-makers rather than an internal playbook, see <a href="/en/how-we-work/">how OT9 works</a> and <a href="/en/case-studies/">case studies</a>.