What is outreach and how it differs from spam
Outreach is a business letter to a specific company, written for that company, to start a conversation. Spam is the same advertisement sent to many addresses without consent.
The difference
| Outreach | Spam |
|---|---|
| One company, its corporate address | Thousands of random addresses |
| Individual text with a real reason | One template for everyone |
| Clear sender, easy opt-out | Hidden sender, no opt-out |
| Dozens a day from a normal mailbox | Bulk sending tools |
Why outreach works
Recipients answer emails that are about them. Mailbox providers deliver mail that gets replies. And Russian law treats individual business letters differently from advertising - see Is cold email legal in Russia.
How to start
- Define a narrow segment: industry, size, region.
- Build a list from public sources.
- Research each company briefly and write one specific opening line.
- Ask one simple question.
Rather not deal with the legal risks?
You can do all of this yourself in Lidarro. Or hand it over to us as a done-for-you service: we build and check the list, write the copy, run the outreach and hand you the leads. We take on the financial risks, including fines.
Pricing depends on your niche and lead value, so we quote individually.
Read next
- How to keep cold emails out of the spam folderDomain authentication (SPF, DKIM, DMARC), warm-up, sending volume and content rules that keep business emails in the inbox - including Yandex and Mail.ru.
- How to choose OKVED industry codes for prospecting in RussiaOKVED is Russia's industry classification. How to pick codes for your ideal customer, main vs additional codes, and common mistakes.
- How to find a Russian company's email addressWhere Russian companies publish emails - website pages, the state register, maps - and how to choose the right address for a business letter.
- Is cold email legal in Russia? A 2026 guide for B2B sendersWhen a business email to a Russian company is lawful outreach and when it is advertising without consent - with fines up to RUB 1m. Laws, FAS practice and a checklist.