Digital Aspects of Analytics and the Effectiveness of Standard Communication Channels of Companies

Currently, some communication channels of companies often receive new development and additional efficiency through a change in the concept of their application, digitalization, and automation. An example of such a metamorphosis is a modification of the company’s work with standard communication channels—email. With the spread of other forms of communication, this channel is considered to have lost its “modern sound” and a significant share of its effectiveness. However, whether this is the case and what email can give the company today in interaction with the clients is a question that requires clarification. The proposed research is devoted to the search for approaches to identifying and overcoming the problems of the use of the email tool in the communication activities of contemporary organizations. The object of observation was a company in the Russian cosmetics market that uses electronic mailing along with other forms of communication with customers. The research analyzes the company’s approaches to working with this tool within the framework of specialized software and identifies the problems of this activity. The authors present assessments of actions in the implementation of communication campaigns, study the statistical data obtained, and formulate conclusions and recommendations on the directions of effective use of the email channel in contemporary conditions. This research is intended for companies focused on improving the efficiency of their standard communication tools and using the opportunities provided by their digitalization and automation.