The Russian market for customer communication and marketing automation platforms saw a 18.4% revenue increase in 2025, reaching a total of 6.32 ₽ billion among the 17 largest service providers. This growth is driven by businesses seeking to reduce reliance on third-party platforms and improve customer retention amid rising acquisition costs.
Mindbox led the market with a revenue of 3.34 ₽ billion, a 22% year-over-year increase, as it transitioned into a broader marketing and commerce ecosystem. Unisender followed with 953 ₽ million in revenue, up 10%, while Sendsay reported 538 ₽ million, reflecting a 23% growth. These three companies accounted for 76% of the total market revenue.
Comprehensive platforms for customer data management and marketing automation generated approximately 87% of the sector's total revenue. Companies are increasingly adopting omnichannel strategies, integrating email, SMS, push notifications, and chatbots into unified systems to maintain consistent customer contact and data history regardless of channel availability.
Email remains a core communication tool, with small and medium-sized businesses in Russia sending 12.9 billion emails in 2025, up from 9.3 billion in 2023. While email is seen as a stable channel, businesses are facing challenges such as spam filters and the need for higher-quality data management to ensure deliverability and engagement.
Market experts note that the shift toward omnichannel solutions is most pronounced among large enterprises. Smaller businesses typically start by automating email marketing before gradually adding other channels. The focus has shifted from simple message delivery to analyzing customer behavior and maximizing the long-term value of existing client databases.