Email Marketing Rules: How to Wear a White Hat, Shoot Straight, and Win Hearts by Chad White

Author:Chad White [White, Chad]
Language: eng
Format: mobi
Publisher: Chad White
Published: 2013-03-03T14:00:00+00:00

Practice Guidelines

Email Content & Design

51

Pay extra attention to the top portion of your email that appears “above the fold” and make sure it is well branded.

The email content that appears “above the fold” on that first screen-sized chunk is the most critical. That’s because some subscribers will not scroll down to see the content that’s “below the fold.” Again, it’s helpful to assume that your subscribers will only be able to see 300-pixel-tall chunks of your email at a time on average.

The standard promotional email begins with preheader text. That’s followed by the header, which includes your brand’s logo. That’s followed by a navigation bar that provides links to key pages on your website, and then the primary content block that includes your main message.

Having your logo visible above the fold is essential as it provides additional confirmation of who the sender is. Most marketers position their logo on the left-hand side of the header, so it’s seen immediately as subscribers scan downward from the left-hand side of the screen. However, it’s not uncommon for logos to be centered.

Avoid having multiple lines of preheader text or an overly large logo as these push your primary message further down in the email so that less of it appears above the fold.

Similar to the navigation bar on your website, email nav bars can serve as a significant source of clicks by offering a quick path to important pages on your website.

Just because the top portion of your email is the most read, don’t try to cram lots of content up top. Content still needs room to breathe. But you’ll probably want to position headlines and other key text toward the top of your primary content block so at least part of it appears above the fold.

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