By Meghan Waite, Director of Client Services

We’re all familiar with MVP (Most Valuable Player), but let’s talk about MBP – Marketing Best Practices. Coined during my years of refining campaign management skills, MBPs emphasize principles that elevate marketing efforts. While MBPs are fundamentals for seasoned marketers, they serve as valuable reminders for everyone.

Perhaps the most far-reaching MBP is this: Effective creative and strategy should pivot on data and trends rather than personal opinions. As the saying goes, “Opinions are like belly buttons … everyone has one.” So choose to follow the data instead. 

When integrating new tactics into your campaigns, it’s important to conduct thorough tests over a period to learn and adapt. And until you have enough data to make informed decisions, make sure the initial strategy is influenced by industry trends.

As for tactics that have already been in play for months or years, deep dive into analytics. Identify what’s driving success and amplify those efforts. Continuous refinement based on data insights is key to sustaining and enhancing campaign performance.

Here’s an example using this MBP: When planning Springwell Senior Living’s monthly email campaign, we analyze the past 5-7 months of data to guide our strategy. We review factors such as deployment day and time, subject lines, header creative, headlines, click patterns within the email, and open and click-through rates. By focusing on the elements that show the most impact, we refine each campaign, resulting in positive trends month over month due to this diligent approach.

By adhering to this essential MBP of relying on data, not opinions, both our team and clients can achieve greater clarity and effectiveness in our campaigns. Together we harness the power of data-driven decisions to propel our marketing strategies toward success.