Russian companies have started changing their communication methods with clients. Businesses are increasingly returning to e-mail newsletters and push notifications – with volumes already reaching tens of billions of messages. This is stated in a Mindbox study, based on the analysis of 62 billion mailings.
According to the company, in 2025, Mindbox clients sent 26 times more e-mail messages than SMS. At the same time, push notifications for the first time surpassed e-mail in volume – by as much as 45%.
The company attributes this to the rising cost of SMS and the reallocation of marketing budgets.
Mobile push notifications became the fastest-growing channel by revenue share. The most significant growth was recorded in finance and insurance, furniture, and jewelry.
E-mail, however, remains the main mass communication channel, but its effectiveness increasingly depends on the quality of the client base, personalization, and sending frequency.
Companies that work with segmentation and newsletter customization show improved metrics. For some medium-sized businesses, the median revenue from e-mail newsletters, on the contrary, has decreased.
SMS remains the most expensive, yet also the most converting channel. SMS deliverability stays at 91–96%, and for market leaders, conversion to order reaches 10%. Due to high costs, companies are increasingly using SMS selectively – mainly for service notifications.