How you can use and interpret these reports

I’m of the opinion that how you choose to interpret the data tends to dictate the choices you make as a result. Maybe most importantly, as with your overall marketing journey, we should be thinking of the data in campaign reports as just a piece of your overall analytic performance. It can be quite tempting, particularly earlier in your marketing efforts, to hyper-fixate on the performance of a single campaign, but really, we should be thinking of it as a single reference point and then leverage that data to make different decisions.

The goal in better understanding the performance of your channels is to help inform how you experiment with things such as your segments, content (such as your text and images), and even variables such as send time. Small adjustments over time can really help you better dial in what most appeals to your audience.

As discussed in the previous section where we reviewed the Overview page, the most important...