above the fold

The Fold and Email Marketing

Every so often email marketers start to get concerned about ‘the fold’, or it’s equivalent ‘the preview pane’. We look at where the break is, which content will be displayed in the first screen of our campaign, and then start planning our content hierarchy and design around this. Invariably, as a result (and sometimes down to the perceived ‘best practice’) we then start to cram in calls to action, offers, headlines, images, and all sorts of links to things that users don’t care about.

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