Above the Fold
Above the fold is the portion of your email that’s visible before scrolling, where attention is highest.
Definition & Examples
What is Above the Fold?
Above the fold (the “email fold”) is the first screenful recipients see before they scroll. It includes the sender, subject, preview text, and the top of the message content.
Why it matters
First impressions: the area sets context and encourages scrolling.
Skimmability: clear hierarchy and a visible CTA increase engagement.
Small screens: on mobile, space is limited; prioritize clarity.
Examples / Use cases
Pair a concise headline with supportive preview text to frame the email’s value.
Place one primary CTA near the top for scanners; repeat it lower for readers.
Use a single‑column, mobile‑friendly layout (see responsive design).
How to optimize
Headline + subhead: set the promise in plain language.
Visual restraint: avoid large hero images that push key content below the fold on mobile.
CTA clarity: one clear action, highly visible and tappable.
Consistent sender and recognizable From name to build trust.
Common pitfalls
Image‑only hero with no alt text - blank on image blocking. Fix: include real text and alt text.
Multiple competing CTAs - splits attention. Fix: one primary CTA above the fold.
Dense copy - deters scanning. Fix: short paragraphs and bullets.
Related terms
Key takeaways
Above the fold earns the first scroll; make it clear and compelling.
Show one primary action and reinforce with scan‑friendly layout.
Design mobile‑first; keep critical content visible without scrolling.
If you’re interested or involved with email or internet marketing you’re likely familiar with the term “The Fold” when it comes to websites on the internet. But did you know that there is such a thing as “The Email Fold” as well?
In this short post, we'll define the email fold and review its importance in captivating the recipients of your emails.
What is The Email Fold?
The Email Fold refers to the portion of an email that is immediately visible to the recipient without scrolling. It is the same as the term "above the fold" that is often used in web design.
The content that appears above the email fold is important because it determines whether the recipient will continue reading the remainder of the email or not. Following this line of thinking, it is essential to strategically place important information, engaging subject lines, compelling images, and clear calls-to-action above the email fold to maximize the impact of your email marketing campaigns.
How important is The Email Fold?
Opinions on this are beginning to vary and that’s due to significant changes in user behavior. A 2018 study from the Nielsen Norman Group.nngroup.com/articles/scrolling-and-attention/) highlights that in 2010, 80% of users spent their time above the fold. In 2018, that number had significantly decreased to just 57%. This number is likely to continue dropping as scrolling has become a norm in our daily lives.
However, that doesn’t mean that optimizing your emails above the fold is a waste of time.
First impressions still count and the content above the fold is your email's opening act,it sets the stage and may determine if a recipient will continue reading. Engaging content in this prime real estate can mean the difference between an email that's read and one that's instantly trashed.
It’s just less important than before (mileage may also vary depending on your audience).
Variability of The Email Fold Across Devices
Being above the fold isn't a one-size-fits-all. Depending on the device or email client, the visible portion of your email can differ. A design that looks perfect on a desktop might truncate crucial information on a mobile device.
If you have decided that the email fold is an important part of your email marketing considerations then it will be essential to design and test your emails with multiple devices in mind.
Strategies to Optimize Above the Fold Content
There are a handful of strategies that you can utilize to ensure the main selling points of your emails are above the fold.
Engaging Headlines: Craft a headline that grabs attention and accurately communicates your email's purpose.
Relevant Images: Use compelling visuals that align with your brand or message.
Clear CTAs: Position your primary call to action where it's clearly visible.
Utilize Preview Text: Preview text can enhance the subject line and further entice recipients to continue reading.
Following these strategies will give your message the best chance of being read in full by the recipient even as trends begin to shift more and more over time.
Key takeaways
The email fold refers to the portion of an email that is visible without scrolling.
It is important to strategically place important information, engaging subject lines, compelling images, and clear calls-to-action above the email fold to maximize the impact of your email marketing campaigns.
The email fold can determine whether recipients continue reading the email or not.
The visible portion of the email can vary across devices and email clients, so it is important to design and test emails with multiple devices in mind.
Your mileage may vary. There are changes in user behavior that make the importance of being above the fold less important in some email marketer’s eyes.
Congrats! You made it through this post on what it means to be above the fold in email marketing. This is just one term in our growing glossary of key terms that you should have at your disposal.
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Above the fold is the portion of your email that’s visible before scrolling, where attention is highest.
Definition & Examples
What is Above the Fold?
Above the fold (the “email fold”) is the first screenful recipients see before they scroll. It includes the sender, subject, preview text, and the top of the message content.
Why it matters
First impressions: the area sets context and encourages scrolling.
Skimmability: clear hierarchy and a visible CTA increase engagement.
Small screens: on mobile, space is limited; prioritize clarity.
Examples / Use cases
Pair a concise headline with supportive preview text to frame the email’s value.
Place one primary CTA near the top for scanners; repeat it lower for readers.
Use a single‑column, mobile‑friendly layout (see responsive design).
How to optimize
Headline + subhead: set the promise in plain language.
Visual restraint: avoid large hero images that push key content below the fold on mobile.
CTA clarity: one clear action, highly visible and tappable.
Consistent sender and recognizable From name to build trust.
Common pitfalls
Image‑only hero with no alt text - blank on image blocking. Fix: include real text and alt text.
Multiple competing CTAs - splits attention. Fix: one primary CTA above the fold.
Dense copy - deters scanning. Fix: short paragraphs and bullets.
Related terms
Key takeaways
Above the fold earns the first scroll; make it clear and compelling.
Show one primary action and reinforce with scan‑friendly layout.
Design mobile‑first; keep critical content visible without scrolling.
If you’re interested or involved with email or internet marketing you’re likely familiar with the term “The Fold” when it comes to websites on the internet. But did you know that there is such a thing as “The Email Fold” as well?
In this short post, we'll define the email fold and review its importance in captivating the recipients of your emails.
What is The Email Fold?
The Email Fold refers to the portion of an email that is immediately visible to the recipient without scrolling. It is the same as the term "above the fold" that is often used in web design.
The content that appears above the email fold is important because it determines whether the recipient will continue reading the remainder of the email or not. Following this line of thinking, it is essential to strategically place important information, engaging subject lines, compelling images, and clear calls-to-action above the email fold to maximize the impact of your email marketing campaigns.
How important is The Email Fold?
Opinions on this are beginning to vary and that’s due to significant changes in user behavior. A 2018 study from the Nielsen Norman Group.nngroup.com/articles/scrolling-and-attention/) highlights that in 2010, 80% of users spent their time above the fold. In 2018, that number had significantly decreased to just 57%. This number is likely to continue dropping as scrolling has become a norm in our daily lives.
However, that doesn’t mean that optimizing your emails above the fold is a waste of time.
First impressions still count and the content above the fold is your email's opening act,it sets the stage and may determine if a recipient will continue reading. Engaging content in this prime real estate can mean the difference between an email that's read and one that's instantly trashed.
It’s just less important than before (mileage may also vary depending on your audience).
Variability of The Email Fold Across Devices
Being above the fold isn't a one-size-fits-all. Depending on the device or email client, the visible portion of your email can differ. A design that looks perfect on a desktop might truncate crucial information on a mobile device.
If you have decided that the email fold is an important part of your email marketing considerations then it will be essential to design and test your emails with multiple devices in mind.
Strategies to Optimize Above the Fold Content
There are a handful of strategies that you can utilize to ensure the main selling points of your emails are above the fold.
Engaging Headlines: Craft a headline that grabs attention and accurately communicates your email's purpose.
Relevant Images: Use compelling visuals that align with your brand or message.
Clear CTAs: Position your primary call to action where it's clearly visible.
Utilize Preview Text: Preview text can enhance the subject line and further entice recipients to continue reading.
Following these strategies will give your message the best chance of being read in full by the recipient even as trends begin to shift more and more over time.
Key takeaways
The email fold refers to the portion of an email that is visible without scrolling.
It is important to strategically place important information, engaging subject lines, compelling images, and clear calls-to-action above the email fold to maximize the impact of your email marketing campaigns.
The email fold can determine whether recipients continue reading the email or not.
The visible portion of the email can vary across devices and email clients, so it is important to design and test emails with multiple devices in mind.
Your mileage may vary. There are changes in user behavior that make the importance of being above the fold less important in some email marketer’s eyes.
Congrats! You made it through this post on what it means to be above the fold in email marketing. This is just one term in our growing glossary of key terms that you should have at your disposal.
© 2025 Astrodon Inc.
© 2025 Astrodon Inc.
© 2025 Astrodon Inc.
© 2025 Astrodon Inc.