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Email Design

Above the Fold

The portion of an email visible without scrolling, where the most important content should appear.

Definition

Above the fold refers to the portion of an email that is visible in the preview pane or initial view without scrolling. The term originates from newspapers, where the most important headlines appeared above the physical fold. In email marketing, this is prime real estate where your key message, main CTA, and value proposition should appear to capture attention before recipients scroll or close the email.

Why It Matters

Most recipients decide within seconds whether to engage with an email. Content above the fold determines that first impression. If your key message and call-to-action require scrolling, many recipients will never see them. Placing critical content above the fold maximizes visibility and engagement.

How It Works

The fold position varies by device and email client. Desktop clients may show 300-500 pixels, while mobile shows less. Design with approximately 300-350 pixels of guaranteed visible space. Place your headline, hero image, and primary CTA in this zone. Preview panes further reduce visible area, making the first 100 pixels crucial.

Best Practices

  • 1Place your main headline and CTA within the first 300 pixels
  • 2Use compelling preview text that encourages opening
  • 3Keep your logo and header compact to preserve content space
  • 4Design mobile-first since mobile folds are smaller
  • 5Test across devices to verify fold positions

Frequently Asked Questions

It varies by device and email client. Desktop typically shows 300-500 pixels, mobile around 300-350 pixels. Gmail's preview pane shows even less. Design with 300 pixels as a safe minimum for critical content.

Your primary CTA should generally be above the fold. However, longer emails can have secondary CTAs throughout. For complex products, you may need to build the case first, but still include an early CTA for ready-to-act readers.