Personal biases and preferences should not dictate marketing strategy. A marketer might dislike pop-ups or emojis, but that doesn't mean their target audience feels the same. The most valuable tests often involve tactics that challenge a marketer's own assumptions about what works.
Marketers should resist putting ad dollars behind underperforming social media posts to "save" them. Instead, only boost content that is already gaining organic traction. A poorly performing post will likely continue to fail even with a paid push, resulting in a wasted ad budget.
Don't fear unsubscribes. If no one is leaving your email list, your content is likely too generic and not pushing boundaries. Having people opt-out is a healthy sign that you are polarizing enough to attract a dedicated following while repelling those who aren't a good fit for your brand.
Generic call-to-action buttons such as "Register" or "Learn More" are less effective. Phrasing CTAs in the first person from the user's perspective (e.g., "Yes, save me my 25%") creates a stronger sense of ownership and urgency, which can significantly increase engagement.