InSales email for Russian online stores

InSales handles sending for you, like Shopify does. It gives you more knobs than Ecwid but fewer than Bitrix. The sweet spot for a Russian-market store is: configure the sender domain, publish the DNS records InSales gives you, customize the templates sparingly, and then run a Mail.ru / Yandex weighted seed test before every meaningful change.

The default InSales sending path

Out of the box, order confirmations go from an InSales-owned envelope domain with your store name in the From display. Gmail shows a "via" disclaimer. Mail.ru is stricter: without aligned DKIM on your own domain, Mail.ru can classify even transactional mail as suspicious when volume picks up.

Configure the sender domain

1. InSales admin → Settings → Notifications (Настройки / Уведомления).
2. Change sender email to orders@yourstore.ru.
3. InSales generates the DNS records to publish. Typically an SPF include, two DKIM CNAMEs and a DMARC suggestion.
4. Publish at your registrar (REG.RU, nic.ru, Cloudflare).
5. Return to admin and verify. Wait if propagation lags.

; example DNS records for InSales-hosted sender
yourstore.ru.                       TXT   "v=spf1 include:_spf.insales.ru ~all"
is1._domainkey.yourstore.ru         CNAME  is1._domainkey.insales.ru.
is2._domainkey.yourstore.ru         CNAME  is2._domainkey.insales.ru.
_dmarc.yourstore.ru                 TXT   "v=DMARC1; p=none; rua=mailto:dmarc@yourstore.ru; adkim=r; aspf=r"

Template review

InSales admin has a notifications editor. Review these specifically:

• Order confirmation (customer) — the critical revenue touch. Simplify, strip upsell blocks.
• Order status change — fires on every manual transition. Keep subject informative.
• Abandoned cart — marketing, not transactional. Route through a separate stream if volume is high.
• Admin new-order — verify it lands in your inbox (not your corporate spam folder).

UTF-8 encoding is handled correctly by InSales by default. Do not paste template content from Word — it often injects Windows-1251 characters that render as mojibake.

Avoid Promotions tab on Gmail

InSales stores selling internationally often see Gmail Promotions placement on order confirmations. Causes:

• Heavy default template (product image grid, banner, promo footer).
• Reply-to set to a no-reply mailbox.
• Image-to-text ratio > 40%.
• URL with tracking redirector (InSales click tracking).

The fix: simplify the template, set Reply-To to a monitored mailbox, disable click tracking on transactional templates if InSales offers the toggle.

Testing before launch

InSales admin has a test-send button. Use it for layout only. For placement, place a real order:

1. Use a seed email list covering Mail.ru, Yandex, Rambler, Gmail, Outlook.
2. Place an order — real cart, real checkout.
3. Walk it through status changes.
4. Record placement per provider: Inbox, Promotions, Spam, Missing.

FAQ