In a world of push notifications, WhatsApp messages, and AI chatbots, one might assume that email marketing is dead. But Nikita Vakhrushev, the founder of ASPEKT, is here to tell you that not only is email alive—it’s thriving.
On this episode of Power Talk, we unpack Nikita’s journey from a self-taught e-commerce entrepreneur to leading an agency that drives 25%+ of client revenue using email and SMS marketing. If you want to stop chasing fads and start building a real marketing engine, this is the playbook.
From Drop Shipping to a Niche Agency
Nikita didn’t plan to run a marketing agency. Like many modern entrepreneurs, his roots are in drop shipping—a business model that forced him to learn every tool in the digital marketing toolkit. But burnout came fast when juggling too many services.
“We were offering five to six services—it just wasn’t scalable. But email and SMS? That’s where we saw real results.”
By focusing on these channels, ASPEKT found its niche—and a sweet spot for performance.
Email Marketing Isn’t Dead. It’s the Internet’s Railroad.
With countless headlines announcing the death of email marketing, Nikita has a firm rebuttal.
“Email is like the railroad of the internet. Everyone needs it to sign up for anything online. It’s not going anywhere.”
And the numbers prove it: 20–25% of total revenue is commonly driven by email campaigns across ASPEKT’s clients, with SMS contributing an additional 5–10%.
SMS, RCS & The Future of Messaging
SMS, like email, is evolving. With the rise of RCS (Rich Communication Services), text messages are becoming more visual, interactive, and brand-friendly.
“Think email-style design inside a text message. That’s where SMS is going—and it’ll be a game changer.”
Nikita’s already planning how RCS will shape the next wave of engagement.
Personalization, AI & Tech Advancements
Forget mass blasts. ASPEKT is leveraging AI-powered segmentation and behavior-based triggers to tailor each campaign.
“If someone views a product, they don’t get a discount blast—they get a message like, ‘Do you have questions about this product?’”
It’s this thoughtful automation that’s producing 50–60% open rates—well above industry standards.
Deliverability, Domain Reputation & List Hygiene
It’s not just what you send—it’s how you send it. Nikita emphasizes domain warming, sender reputation, and contact hygiene as critical to successful email campaigns.
“We clean bounce rates, verify contacts, and build lists organically. No shortcuts—because Google will catch you.”
AI vs. Human Agencies: The Shift Ahead
ASPEKT is transforming from a traditional agency into a data-first, AI-assisted marketing partner.
“Agencies will become obsolete unless they can offer proprietary data and automation. We want to be a data company that knows where to push the buttons.”
The Core Principles Driving Growth
Nikita’s growth philosophy is brutally simple:
- Sales first: “No customers? No business.”
- Brutal honesty: “We tell clients what they need to hear.”
- Speed is king: “Move fast. Seize the window.”
He credits mentorship and team empowerment as his biggest growth accelerators.
Looking Ahead: Martech, Personal Mission & Team Legacy
The long-term vision? Build ASPEKT into a platform that can run independently—and retire by 35.
“My goal isn’t just business success—it’s helping my team grow, see things differently, and live better lives.”