Email Marketing is Saying Goodbye to “The Fold”

By December 19, 2016Email Marketing

Should you be saying goodbye to the fold, too? As with most things in email marketing, the answer is: “It depends.”

Best practices in email marketing have always encouraged us to put the most important content above the fold. So, what is the fold and why should we follow these best practices?

The fold started way before the digital age with the newspaper. The most important headlines were all strategically placed above the fold of the newspaper to grab the reader’s attention. That seemed to work out rather well for the news industry, so this idea was then applied to other digital marketing strategies, including email.

For years we’ve been focusing on what we can put above the fold to gain our subscriber’s interest. Earlier in October, Litmus released an article on why we should get our subscribers to scroll through our emails in their entirety – which we stand behind.

To do this, first, you want to set the goal for your email. Litmus breaks down your emails into three categories: awareness, engagement, and conversion emails. Each of these types asks for a different level of commitment. If a conversion email is your cup of tea and your main goal is to gain a sale, you’ll want to keep best practices in mind and focus on getting the click. Keep the call-to-action above the scroll to seal the deal.

But what about awareness and engagement emails? Awareness emails strive to increase familiarity or introduce the subscriber to something new (like a blog or infographic.) whereas engagement emails are all about personalization and recommendations to create a one-on-one relationship with the subscriber. For these emails, you’ll want to start with your most compelling and memorable content at the top. Initiating a scroll can start as early as your subject line and pre-header. Information that is relevant and easy to understand will keep subscribers scrolling, rather than clicking on the first piece of content without reading anything else.

We can all agree that small commitments are easier than big commitments. And each time you scroll, that’s a small commitment. Once you’ve gained someone’s trust with small commitments, it will be easier to get them to the big commitments.

To learn more about what’s trending in digital marketing for 2017, access our Dos and Don’ts of 2017 white paper for free now!

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