RVLVR 2025 Year-End Review

I was nearly on time because I was excited to highlight some of the trends we observed in campaign execution and the shifts we saw in how our clients have reframed their thinking around channel marketing.

Before I dig into either of those, I would be remiss if I did not congratulate our team and thank our customers. Check out our Brilliance page to see some of the cool stuff we built in 2025. Of course, our best work has been on projects and campaigns where we’re more behind the scenes. Thank you to our customers for trusting us.

Back to our observations…

To say we saw a rise in bots is an understatement.

We published a simple, single-page landing page as a test. Within 18 seconds, it was crawled by a bot. This taught us two things:

We also saw changes in email deliverability.

We have become great at managing our email domain reputation. Chris, our CTO, checks it daily (maybe hourly) and makes actionable suggestions on email content to improve our reputation. He watches and learns from the patterns. But this year, we saw emails being scanned at a feverish pace to determine if the email content and links were safe. In some cases, emails were opened and clicked on by the email servers 10+ times before the email was actually delivered to the intended recipient.

What does this mean for execution? Not much, other than that you cannot rely on numbers alone. You need to use the signals to learn the difference between bot and human engagement so you can deliver accurate performance reports and take actionable steps to improve your emails. But those are our issues, not our clients’. We continue to be recognized by our customers as experts in campaign creation and execution.

First and foremost, our clients remain committed to helping their partners build and accelerate meaningful pipeline for all. No change there.

But our clients started to refine their thinking in two ways:

We have long championed this mindset, and when our clients started to adopt it, we danced for joy.

In our minds, the formula for building and accelerating pipeline is simple. Start with the prospect. Where are they, what are their challenges, and how can we help them? If you can answer all three of those questions, you can build a very successful campaign. And because the answer to those questions will shift over time for any prospect, you need to build campaigns that evolve with them as their answers evolve.

Evergreen and aligned.

As a side note, here are some stats, because a year-end review should have stats.

7.3M social impressions

1.4M emails delivered

250K visitors

We are excited to see what 2026 holds. Onward.