How to Build an Ongoing Marketing Experiment Habit
Lesson 5: Stay scrappy (even when things are good)
Here’s the real secret to resilient marketing: You don’t just experiment when times are tough. You experiment always.
Small experiments aren’t just a “recession tactic,” They’re a smart marketing muscle.
When you test and learn regularly, you:
Stay ahead of platform changes and audience shifts
Avoid stagnation
Build a culture of curiosity and creativity
Create your own luck
Here’s how to make it part of your normal workflow:
📅 1. Set a biweekly experiment rhythm
One to two experiments per month is enough.
It could be:
A new subject line style
A new social media format
A small partnership trial
A time change for your campaign
Pick it, plan it, ship it, learn from it. Then move on. It’s more important to keep iterating than to find the “perfect” test.
My test this week? Seeing the impact of hosting a webinar with a drastically shortened promotional window. I typically promote my SparkToro webinars for about 3 weeks. We get the majority of our signups in the first promotion (3 weeks out), and then the last one (a few days prior). I wonder if we’re actually just losing momentum with the long window so this week I’m testing the reach of a webinar that’s promoted a couple of times within a span of 9 days.
Wish me luck. Oh, and by the way, sign up for the webinar. It’s a literal (free!) masterclass in how to do audience research. We’ll cover the biggest myths, teach you a repeatable approach, and give you a free deck template.
🛠 2. Keep an "experiment backlog"
Not every idea needs to be tested right now. Keep a simple list (Google Doc, Notion board, sticky note) of:
Things you’re curious about
Content formats you want to try
Audience segments you want to explore
Messages you want to pressure-test
When you’re ready to run a new test, grab one. Then cross it off that list because that feeling is oh-so-satisfying.
🧠 3. Normalize imperfect wins
Not every test needs to be a dramatic breakthrough.
Sometimes, a 5% lift is the start of something bigger. Or a “failed” test teaches you what not to waste time on later.
What matters is action. Not the drama.
Good marketing isn’t about getting it right on the first try. It’s about getting it right faster than everyone else. And sticking with it.
Stay curious. Stay scrappy. Keep experimenting.
🎉 That officially wraps this series!
Later this year, I’ll bundle these micro-lessons into a complete resource (with templates, swipe files, and more). If you want early access, or want to sponsor it, reply to this email.
Thanks for experimenting with me. :)
—Amanda