In early July, ExpertSender became the first approved reseller of Return Path’s Certified Whitelist in Russia.
The Certification benefits Russian marketers in many of the same ways that the program works for US or EU marketers, with preferential treatment and improved delivery at Mail.ru and Yandex, the country’s two largest mailbox providers. The benefits for the Russian Certification may be even more substantial, with the whitelist covering more than 90% of all email users in Russia!
The Return Path Certified Whitelist will help marketers better manage the constant fluxes in email filtering processes. Even when a marketer is following best practices, inbox placement can be a struggle. With the Whitelist, marketers are given preferential treatment and improved delivery as long as the requirements are being met, which means small changes to email filtering won’t have a big impact on an entire email program.
Just like with the Certification program in the US, the IPs are simply added to the whitelist, and there’s no need to make technical adjustments, install software, or perform any other set up. Marketers must make sure that best practices are continued, so that benefits aren’t revoked. Obviously the benchmarks will be different, since the whitelists impact different mailbox providers.
Requirements for joining the Russian Certification program are very similar to that of the US market – marketers must agree to send email only from properly configured and authenticated servers with dedicated IP addresses, maintain exceptional sender complaint and spam trap hit rates, and not appear on any reputable blacklists. One difference between the two programs is the fact that it’s required that Russian marketers must be sending at least 5,000,000 emails per month, while those in other markets have a broader range.
ExpertSender is a global email service provider, so comparing and contrasting similar programs in two vastly different markets is a fascinating study. Even with the small differences in requirements, it’s clear that the Certified Whitelist is being rolled out to serve the same purpose for Russian marketers.