Скачать или смотреть The Pennock Knockdown EP 42 Nikita Vakhrushev Founder and CEO of Aspekt Agency

Is your email list a high-performing asset or a leaky bucket? As we move further into 2026, the gap between "setting it and forgetting it" and true strategic retention is widening. The days of generic blasts are over, replaced by a need for surgical precision in both automation and human-led consulting.
In this episode of The Pennock Knockdown, Nikki welcomes back Nikita Vakhrushev, CEO and Founder of Aspekt Agency, to discuss the evolving state of bottom-of-funnel marketing. Having pivoted from a full-service agency to a hyper-focused email and SMS powerhouse, Nikita brings a wealth of data-driven insights on how brands can maintain a healthy marketing mix amidst shifting privacy policies, rising bot interference, and the integration of AI.
One of the most notable shifts Nikita highlights is the evolution of the DTC buyer. In 2026, CMOs and founders are more sophisticated than ever. While many brands have internal teams capable of basic execution, there is a growing demand for "expert eyes"—high-level strategists who can audit flows, refine SMS frequency, and provide a second opinion on the overarching retention roadmap.
The conversation takes a tactical turn as Nikita shares his "boots on the ground" observations for the coming year:
The AI Email Builder: While we haven't seen a "perfect" tool yet, Nikita predicts a breakthrough in AI-driven email building that will allow for rapid prototyping. However, he emphasizes that an LLM is only as good as the data it's fed—human strategy remains the moat.
The Bot Epidemic: Botting has moved from a nuisance to a financial threat. Nikita Vakrushev recounts a chilling case study of a brand that accidentally sent a campaign to 100,000 bot accounts, leading to massive ESP charges and destroyed deliverability. 2026 will be the year of "list hygiene as a priority."
SMS Rationalization: The "SMS gold rush" of 2022 has cooled. Brands are no longer blasting their entire list with text messages. Instead, they are using SMS as a high-intent follow-up tool, reserving those expensive credits for customers who are truly on the verge of a purchase.

00:00 Email's Enduring Marketing Power: Why email remains the backbone of the "bottom of the funnel" in 2026.
01:57 The Pivot to Focus: Nikita Vakrushev shares his journey of moving from a full-service "burnout" agency to a specialized retention shop.
02:32 The Sophisticated Buyer: How the role of the agency is shifting from execution to high-level consulting.
05:12 Making Social Media Impact: How organic virality on TikTok and Instagram feeds the email machine.
05:35 Revenue Attribution Benchmarks: The "Golden Ratios" for email revenue at different stages of brand growth.
07:53 Micro Conversions Boost E-commerce Strategy: Why repeat founders prioritize email setup before spending a single dollar on ads.
11:54 2026 AI Predictions: The search for a usable AI email builder and the role of LLMs in reporting.
12:46 Balancing Digital Marketing and Networking: How to integrate third-party tools into the "sluggish" ESP ecosystems like Klaviyo.
15:41 The Bot Threat: A cautionary tale of 100,000 bots and how it can ruin your deliverability overnight.
17:16 The SMS Reality Check: Why brands are moving away from "blasts" toward strategic SMS follow-ups.
19:15 2025 Q4 Retrospective: Why the most recent holiday season was "hit or miss" for many DTC players.
20:38 Website Trust and Credibility: How to maintain list health in a turbulent economic climate.
23:31 Marketing Insights & Networking Tips: Where to find Nikita Vakrushev and how to get a professional audit of your retention flows.
25:06 Free Ebook: Five Hidden Gems: (Referenced resource for scaling retention).

Guest: Nikita Vakhrushev
Website: ⁠https://aspektagency.com/ ⁠
Ready to scale your DTC Beauty or Lifestyle Brand? To learn more about how our female-led team can help you master your paid media and digital strategy, visit ⁠pennock.co⁠.