In a recent episode of “The Rundown with Ramon,” host Ramon Ray, small business expert and publisher of ZoneofGenius.com sat down with Jillian Ryan, Senior Manager of Content Marketing Strategy at Intuit Mailchimp, to discuss the evolving landscape of digital marketing in 2025. Despite the constant emergence of new marketing channels and trends, Ryan shared some surprising insights about the enduring power of email marketing and the strategic importance of customer data.
The Enduring Power of Email Marketing
While many marketers chase after the latest social media trends, Ryan revealed that email marketing remains a cornerstone of successful marketing strategies. According to Intuit Mailchimp’s research with Ipsos, nearly two-thirds of marketers still consider email the foundation of their marketing strategy. Even more telling, 87% of the most sophisticated marketers—dubbed “revenue leaders” in their study—rely on email as their primary channel for generating awareness.
However, Ryan emphasized that email shouldn’t operate in isolation. “We are not here to tell you that if you only use email, you’re going to be successful,” she explained. Instead, email should be part of an orchestrated approach that includes organic social media, paid advertising, and earned media channels.
The Science of Smart Segmentation
One of the most interesting revelations from the conversation was about the importance of data management and segmentation. Ryan shared that top-performing marketers are distinguished by their sophisticated approach to customer data. A striking 64% of revenue leaders use customer data platforms to organize and extract insights, compared to just 39% of baseline marketers.
The key takeaway? Before diving into advanced personalization and segmentation strategies, businesses need to focus on integrating their systems and creating a comprehensive view of their customers. As Ryan put it, “Even anything is better than just having disparate systems with your different customer data living in silos.”
AI in Marketing: Quality Over Quantity
When the conversation turned to artificial intelligence, Ryan offered a refreshing perspective. While 74% of surveyed marketers have integrated AI into their operations, the most successful ones use it strategically—combining both generative and analytical AI capabilities.
Rather than using AI to simply produce more content, Ryan suggested that the best marketers are using AI to enhance quality and authenticity. “The best in class marketers are actually not going to create more content because of generative AI, but they’re actually gonna take a step back and focus more on authenticity,” she explained.
The Power of Personal Branding and Storytelling
The discussion concluded with valuable insights about personal branding, particularly for small businesses. Ryan emphasized the importance of storytelling and authenticity in email marketing, cautioning against purely promotional content. She advised businesses to share their founding story, passion, and expertise with their audience.
“One of the biggest mistakes that marketers can make is actually only using email to send sales emails,” Ryan noted. Instead, she recommended a mix of educational content, entertainment, and community involvement stories to create what she called “memorability within your audience’s mind.”
Looking Ahead
As we navigate the marketing landscape of 2025, Ryan’s insights suggest that success lies not in chasing every new trend, but in mastering the fundamentals while strategically embracing new technologies. Whether it’s through sophisticated email marketing, smart data management, or authentic storytelling, the key is to focus on creating meaningful connections with your audience.
The conversation with Jillian Ryan serves as a reminder that while marketing tools and technologies continue to evolve, the fundamental goal remains the same: building trust and delivering value to your audience. As businesses look to the future, this balance of tried-and-true methods with innovative approaches will likely continue to define marketing success.
Related articles:
New Intuit Mailchimp Features Optimize Small Business Marketing(Opens in a new browser tab)
Six Proven Ways to Maximize Your Marketing Efforts. Mailchimp Study(Opens in a new browser tab)
The Role of Consumer Behavior in Your Marketing Strategy(Opens in a new browser tab)
