Why experiment with engagement?

The core benefit of experimenting is to better understand your audience. By ensuring you understand why your audience engages with you, you can be sure that you are designing content in your various channels that actually appeals to them. It’s also key if you have lingering concerns about your stats in your reporting, such as opens and clicks.

Keep in mind, you will always see a variance in your stats. This is completely normal. Some businesses have a peak season around the winter holidays, for example. So, they should expect that outside of that season, the open and click rates should be a little lower. Even non-profit organizations have peak seasons, such as around Giving Tuesday and typically closest to their largest events. That being said, experimentation can be a really useful tool for determining how you can drive the best possible engagement for the different seasons that are relevant to your organization.

As we touched on in the...