Sanchez Elizabeth

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Electronic marketing is a whole range of measures used to form a brand and establish contact with the target audience. SMS and email newsletters have long been an integral part of the communication activities of both large and small companies. Everyone is familiar with the established rules of the game, and the systems are set up to automatism. But has it always been like this?

SMS and Email mailings in facts and figures: history in Russia since 2003 and forecasts for the development of the industry.

Observing the process of formation of the Russian communications market from the inside and being Australia Email Database a direct participant in it, for ten years now, our agency has formed its own view on the history of the development of electronic marketing . We decided to share these observations with you and try to predict possible options for the future of SMS and Email marketing in Russia.



Since 2006, the average annual volume of the mobile marketing market in Russia has increased from 9 billion to 49 billion rubles (as of 01.08.2015). Profit from SMS mailings with advertising content is approximately 5% of the total profit of operators from cellular services.

The most significant structural links of SMS marketing today are mobile banking and mailings of organizations from the retail trade sphere, consisting of both advertising and transactional (service) messages. At the same time, the share of the latter increases every year. But earlier the situation was different from the current one.




SMS mailings as a type of electronic marketing on the domestic market emerged in 2003. Until approximately 2008, the mobile communications market evolved solely due to the increase in the number of subscribers. Most of the messages sent by companies were of an advertising nature. At the same time, there was no culture of collecting subscriber bases. The services market was expanding, but its quality component left much to be desired.

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