Regardless of your politics, as marketers or lobbyists or salespeople the key to success is finding that emotional pain point and addressing it.
Most segmentation strategies focus on things like gender, geographic location, race, weekend vs. weekday traffic and the like. However, I have found that segmenting by user action is far more effective at driving conversion.
If your company has a hard time explaining itself to your customers, try pitching to their needs instead.
In this age of programmatic ads, humans still crave humanity in marketing.
If you're going to offer the customer a reward of some type, consider re-framing that offer in another way and see which one converts at a higher rate.
For the vast majority of task oriented online marketing it all comes down to the button.
A single word can have a powerful effect on conversion.
When timing campaigns, don't forget to factor in seasonality.
If contest marketing is done correctly it can be highly effective; if done incorrectly it can be a nightmare.
Testing for testing's sake is all well and good, but to really understand your customer you should have a strategic plan and calendar that creates long lasting lessons you can draw on.