1) The document is an infographic titled "The Periodic Table of the Testing Elements" that provides information about email testing best practices. 2) It identifies the top 5 most tested elements in email (subject line, content, layout/images, calls to action, day of week). 3) The infographic outlines a simple 4-step process for A/B testing emails including determining the element to test, defining success metrics, choosing recipients for the test, and analyzing results.

1. Sl
1
Subject Line
3
Td
4
Time of Day
Lo
11
Layout
S
12
Segmentation
20
Af
32
Above the Fold
In
19
Incentives
Bo
31
Border
Co
43
Coupons
47
Su
52
Surveys
Di
51
Direction
45
Tx
49
Texture
P
44
Placement
Sz
48
Size
21
Su
33
Surveys
46
Fr
50
Frequency
F
23
Font
Ct
35
Content
22 25
Ta
34
Target Audience
24
Or
36
Content Order
Ht
27
HTML / Text
H
39
Header
Dm
26
Dynamic Messages
Sy
38
Symmetry
Sm
29
Social Media
Lp
41
Landing Page
I
53
Iodine
Pl
54
Paragraph Length
Sn
30
Subject Line Length
Sa
42
Salutation
De
28
Deliverability
Im
15
Images
Ac
14
Accent Colors
Ls
17
Line Spacing
Ca
5
Call To Action
So
18
Special Offers
C
16
Content
Sn
7
Sender Name
Li
6
Links
Fo
9
Footer
L
13
Logo Placement
Te
10
Template
Lp
2
Landing Page
Fa
8
From Address
Px
40
Proximity
Rr
37
Repetition
Us
Personalization
Fs
Font Size
Is
Image Size
Da
Day of the Week
R
Reply To
T
Tone
O
Opted In
Cy
Copy
Ln
Length
The Periodic Table of the Testing Elements
Subject Line (72%)
Content (62%)
Layout/Images (50%)
Calls to Action (50%)
Day of the Week (46%)
The 5 most
tested elements
A
Group
B
Group
D
Group
C
Group
E
Group
74% of all
email test
results are
received
within 24
hours.
A/B testing is more effective than
multivariate testing for smaller lists.
35% of email recipients
block images, so make
sure to test with images
turned off.
Execute the test,
analyze the results, and
declare a winner.
Determine which
element of your email
campaign you’re
going to test.
Define what metrics
you will use to
measure your
success.
1
2
3
4
Choose the
number of email
recipients or segment
of your list that will
receive the test.
Email testing in simple steps
4
Track what works and
what doesn't, and repeat
the segments that
have proven to be
the most effective.
WARNING
Hello, future people! My name is Henry Lutts, and I am writing this in July 2012. I made this infographic
for Net Atlantic, Inc. as part 2 in a series of three infographics. If you can read this, why not send me
an email and tell me what you think? If I’m still alive by the time you read this, I’d love to hear your feedback.
I can be reached at henrylutts@mac.com... unless it’s so far in the future that email doesn’t exist any more.
But if that’s the case, why would you even be reading this?
Sources: MailerMailer, MarketingSherpa, StackOverflow
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