Alright, marketers, let's get real for a second. We all know that in today's business world, simply keeping up isn't enough. You've got to be thinking ahead, driving growth, and building those all-important, lasting customer relationships.
The Revenue Blueprint, a Mailchimp report based on a survey of mid-market marketing pros conducted by Ipsos, gives you a great insight into what makes top-performing marketers tick. And, more importantly, it shows how you could mirror their success in 2025.
The report shines a light on Performance-Obsessed Marketers––these are the folks achieving significant growth across all the key metrics. And within this group, we find the Revenue Leaders, who are basically the rock stars of revenue generation, driving serious growth within their high-revenue organisations. These are the people we really want to learn from.
So, what are their secrets and how can we apply them to our own strategies? Strap in.
Email: it’s still the king
In a marketing world that’s constantly changing, email remains a cornerstone. It’s direct, it’s opt-in, and it's packed with valuable data. A lot of marketers are finding that as other channels become less effective, email is still the best way to connect with customers, with 69% agreeing that email is the foundation of their organization’s marketing strategy.
But let’s be clear, we're not talking about sending generic email blasts here. Performance-Obsessed Marketers use email in a smarter way: they make it a priority for generating awareness. They’re also likely to use targeted emails, automated journeys and transactional emails, and combine email with SMS for a more powerful reach. It’s also important to track those key metrics such as open rates and conversions, to make sure you're not missing any opportunities to improve.
Tactics you can try…
- Automate email journeys: Use automated email series for abandoned carts, welcome sequences, and post-purchase follow-ups. Consider setting up replenishment reminders or price-drop alerts based on browsing behavior.
- A/B testing: Experiment with different subject lines, designs, and calls to action to optimize open rates and conversions.
- Measure revenue impact: Track metrics like Average Order Value (AOV) and Lifetime Value (LTV) to gauge email’s effectiveness beyond opens and clicks.
Automation: work smarter, not harder
Automation is absolutely essential for managing customer interactions effectively. It’s not just about saving time, it’s about making sure your customers get the right message at the right time. A massive 89% of Revenue Leaders are using automation to manage their email campaigns. You can use automated emails to respond to customer interest, re-engage lapsed customers, or send out abandoned cart reminders.
“A massive 89% of Revenue Leaders are using automation to manage their email campaigns.”
AI can help too, generating personalised content and subject lines. Set up automated emails based on specific customer actions, like visiting product pages or abandoning their cart. It's about creating a smooth, consistent experience across email, SMS, and other channels. But, remember, it's not a case of ‘set it and forget it’. You need to keep an eye on your automation strategies to ensure they are working effectively.
Tactics you can try…
- Build targeted automations: Set up automations triggered by specific behaviors, such as revisiting product pages or abandoning carts. Offer discounts or incentives to nudge conversions.
- Optimize post-purchase engagement: After a purchase, send recommendations for complementary products or ask for reviews to foster loyalty.
- Use pre-built templates: Platforms like Mailchimp offer pre-designed automation templates to kickstart your strategy while saving time.
Data: the key to true personalization
Customers expect personalized experiences, and that's not just about sticking their name in an email. It's about really understanding their needs and preferences.
Top-tier marketers are using their own first-party data from website sign-ups, customer reviews and surveys, in addition to collecting zero-party data directly from their customers about their preferences. They also invest in data management tools to get a complete picture of their customers, creating detailed customer profiles which enable them to use dynamic content to make their campaigns more targeted.
Tactics you can try…
- Enhance personalization: Use customer preferences, purchase history, and behavioral data to craft tailored content. For example, suggest products based on previous purchases or tailor offers to lifecycle stages.
- Advanced segmentation: Group customers by demographics, interests, or behavior to deliver more relevant campaigns.
- Predictive analytics: Use AI-driven insights to anticipate customer needs and send timely, personalized messages.
AI: your new marketing power-up
If it’s not yet obvious, AI is no longer some far-off concept; it’s a vital tool for marketers in 2025. Of all marketers who use AI, 76% use generative AI, while 82% use analytical AI. Generative AI can help you create branded content faster, while analytical AI helps you analyse data and predict trends, and optimise your campaigns. But don't just focus on efficiency: use AI to help drive revenue and improve customer relationships. Use it to help scale your marketing efforts, automating tasks so you can focus on growth. Remember, it’s all about combining AI’s capabilities with human oversight and strategic thinking.
Tactics you can try…
- Content creation: Use Generative AI to craft personalized emails, social media posts, or ad copy that resonates with your audience.
- Optimize timing and channels: Employ Analytical AI to analyze customer behavior and identify the best times and channels for engagement.
- Streamline operations: Automate repetitive tasks, such as content scheduling or data entry, to focus on strategy and innovation.
Time to go deeper...
Our research shows that top brands don’t just rely on luck––they are strategic, focused, and they tend to make use of the four key pillars above in order to drive growth and revenue:
You can do this too! It’s time to position your business for serious growth in 2025 and make this your brand’s most impactful year yet.
The Revenue Blueprint
This blueprint shows you how top-performing marketers like Revenue Leaders and Performance-Obsessed Marketers use technologies, techniques, and tools to drive revenue beyond the average.
