You know the saying: “If it ain’t broke, don’t fix it.” But what happens if you don’t know whether something is broken or not?
Then you lean on another cliché: “You never know unless you try.” Trying something new can give you an insight into how you might do something better, even if it’s an incremental tweak…or that what you’re doing is actually working.
I do this with emails: trying different subjects, different copy, and even different audiences. I am always trying to figure out what resonates.
Some people might remember “New Coke” as an extreme example of this. Many years ago Coca-Cola tried a new formula which met with a lot of resistance. Coke ended up reintroducing the original formula after three months. It might not have been broken…but they would never have known unless they tried.