Why email still works
Email survives every "is it dead" cycle for one reason: the list is owned media. Reach is not rented from an algorithm, cost per contact tends to zero after setup, and automation sells while the team sleeps. B2B digests keep you present between procurement windows; shop chains return the client to the cart exactly when the thought is still warm. The honest condition: quality. A bought base or a letter a month "for form" burns the domain reputation and trains people to delete — done properly, email is the cheapest repeat sales channel you will ever build.
What we set up
The foundation first: the base audited and cleaned, the sending service chosen and connected, domain authentication (SPF, DKIM, DMARC) so letters stop wandering into spam. Then the working machinery: a welcome chain of 3–5 letters for new subscribers; templates styled to your brand and adapted to mobile; segments — buyers, cart abandoners, cold leads, VIPs; integration with the site and Metrica so events and goals flow both ways. Everything is tested on a copy of your list before the first real send — reputation is easier to protect than to restore.
Segmentation and personalization
One letter to everyone is a letter to nobody. We split the base by behaviour and value: who bought what and when, who only opens, who abandoned a cart, who has been silent for six months. Each segment gets its own rhythm and message: buyers receive complements and replenishment reminders, the cold segment gets a reactivation story, VIPs get early access. Segmentation typically lifts opens by 30–50% without any new subscribers — the same base simply stops wasting its best letters on people who cannot care. A/B tests on subjects and send times keep the numbers improving.
Analytics: letters in money terms
Opens and clicks are the beginning, not the end. We track the chain to revenue: which letter, which segment, which offer produced orders and at what cost; unsubscribe and spam-complaint rates watched as reputation guards; deliverability checked after every bulk send. The monthly report translates it into management language: what the mailing earned, what it cost, what to change. UTM tagging and Metrica goals connect letters to sessions, so even offline-quote businesses can see the enquiry trail from a Tuesday digest.
Cost
System setup — from 25 000 RUB one-off: base and service audit, the welcome chain, templates, segments, site and Metrica integration. Management — from 15 000 RUB/mo: 1–2 issues per month, copywriting, A/B tests, reporting. Extended management with 4 issues and automations — from 25 000 RUB/mo. Database reactivation — from 20 000 RUB as a project. The sending service tariff is paid by you directly to the provider — we take no percentage of your letters and no markup on your infrastructure.
Why email with ZXY
We build the whole loop: the site captures subscribers with forms and lead magnets, the service sends, Metrica measures, the CRM receives the deal — one team owns the chain, so nothing is lost between contractors. Our copywriters write for your niche with your numbers, and designers keep letters consistent with the site. We treat the base as an asset: no bought lists, no spammy frequency, opt-in everywhere — because a killed reputation costs more than a month of patience. And the reports count money first, opens second.
