There’s an old saying that assuming “makes an ass out of you and me”. But assumptions in a business can make an ass out of a whole company if not examined carefully. This is why smart companies question the way they do things until they have good reasons for doing them.
One dangerous assumption even some smart companies make is that those good reasons remain stable and true over time.
On the contrary, things always change in a business. The reality is that “the way things are done” in any given area (even if totally justifiable) is always falling out of step with with the needs of the business, slowly at first and then quickly. A reason for that way of doing things which satisfied your knowledge, requirements, priorities, or situation a year ago probably won’t satisfy you today.
Maybe when you questioned the company’s email campaign designs a year ago, you were satisfied with the answer. Things seemed inefficient, and customers didn’t seem to be responding, but your questioning didn’t yield a compelling better alternative, or the pain you saw wasn’t great enough to justify a change.
Don’t just move forward without ever looking back. If the pain continues, be intentional about questioning again. You’ve gained knowledge since you last questioned the way things were done. It’s quite possible you’ll find this time around that there’s a simple answer for better email campaigns.
Questioning isn’t a “once and done” process. Do it on schedule, or you might miss the discoveries that come with asking again.