Russia Email Lists: Email Marketing Dos and Don’ts

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Navigating email marketing in Russia requires understanding the local landscape and regulations, primarily the Federal Law No. 152-FZ on Personal Data. Here are key dos and don'ts for Russian email lists:

Dos:

Obtain Explicit Consent: Get clear, affirmative consent (opt-in) from individuals before sending them emails. This means a visible checkbox that is not pre-ticked, requiring active user action. Clearly explain what they are signing up for.
Be Transparent: Provide clear information about who you are, why you are collecting data, and how you will use the email address. Include details on data storage and processing.
Offer an Easy Unsubscribe: Include a clear, simple, and working unsubscribe link in every email. Process unsubscribe requests promptly.
Comply with Russian Law (152-FZ): Ensure your data collection and processing activities, including storing personal data like email addresses, comply with Russian personal data protection laws. This may involve list of gibraltar consumer email registering with Roskomnadzor and potentially storing data on Russian servers, depending on the specifics.
Provide Value: Send relevant and valuable content that subscribers expect based on their consent. This improves engagement and reduces complaints.
Use Double Opt-In: While not always legally mandated, a double opt-in (confirmation email) strongly reinforces consent validity and list quality.
Don’ts:

Don't Buy or Rent Lists: Acquired lists lack proper consent, leading to high bounce rates, spam complaints, and legal risks.
Don't Rely on Implied Consent: General relationships or website visits typically don't grant permission for email marketing under strict Russian regulations. Explicit opt-in is needed.
Don't Mislead Subscribers: Ensure your sender name, subject lines, and content are accurate and not deceptive.
Don't Ignore Unsubscribes: Failing to honor opt-outs is illegal and damages sender reputation.
Don't Neglect Compliance: Ignoring Russian personal data laws can result in significant fines and sanctions from Roskomnadzor.
Don't Send Irrelevant Content: Bombarding subscribers with content they didn't sign up for leads to disengagement and complaints.
Building and marketing to a Russian email list ethically and legally requires a consent-first approach and strict adherence to data protection rules.