Welcome to the first in a series of what to test and why with email marketing. It’s said that timing is everything and, given the change in the way we access our emails and the online world generally, it’s now even more important to send the right message at the right time. I’ve read a few posts lately saying 2015 is the year of customer experience, where marketers will put the customer first and create a positive experience from initial contact through to purchase and beyond. The other ‘big thing’ for this year is for marketing to become truly omni-channel. The drivers for these remain unchanged; fear and greed. Fear over rival brands stealing a march and customers, fear over…