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.
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.
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.