This newsletter from accountancy service Solo illustrates our recent point about the fold and scrolling in email. As there’s not a massive amount of content, it could have been possible to fit most of this into the preview pane area, but it still would have looked crowded – instead the content is spread out across multiple screens – and as a result it’s a lot easier to read and understand the message.
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.