What is the fold line? The fold line is basically, let’s say you’re looking, this is Gmail, right? And let’s say you’re looking at an email in Gmail and the email, what’s positioned about here in your inbox? And about this big, the fold line is kind of this line here, right along here. So, the fold line is along the bottom and it’s the bit before you need to start scrolling. So, the fold before you actually have to go down and learn more. And the general rule of thumb is that you want to have your call to action above the line where possible, that’s not always going to be possible. There are going to be some scenarios where want people to scroll down, you want people to read a bit before, but generally, you want to have the call to action, above the fold line. So here you could argue that they do, they’ve got a play button here, but actually you have to go down quite a bit before you get to the button.
This email here. So, let’s say the email is positioned about here in your inbox. I mean you’ve got, ‘Visit the website’ here. You’ve got an image here, kind of nice on brand, bold, bright, so that works really well. But you’ve got to go down or here’s another image, here’s a little bit of text, and then here’s the button. So, I would say that that needs to be up a little bit further. Assemble Papers. ‘Australian Super makes cornerstone investment in Assemble’. ‘Hello, we’ve got exciting news to share’. I’m on the edge of my seat, right? So let’s go down. So here we go. Going down, going down.
Same message here as what’s in the subject line. So that’s pretty good, although I would probably have that here instead. Instead of ‘We’ve got some exciting news to share’, I’d probably say ‘We have some exciting news to share’ in the subject line then have a heading at the top. And then you’ve got quite a bit of text there before you actually get to the read more button. I would probably chop this off at, ‘We’re excited to announce that Australian Super has invested in us, read more’. This could all exist on the blog. I don’t know why they’ve put all that in there, but there you go. So, an example of the good. So, Google, no surprise here. Google have got some experience doing this kind of thing. Email, say exists about here. Subject line kind of cuts into the image, which is quite a clever thing to do because you don’t see the whole image, meaning that you want to scroll to the bottom of the image.
So that’s kind of drawing your eye to the footer of that image there, meaning that you’re now going further down the email. So that is a good use of a heading. Really, really simple. No other visit websites, social icons, viewing browsers, nothing, just really clear. Google icon in the middle. Nice clear heading, bit of text, learn more. Nice and simple. Call to action above the fold line, cutting right through the image there. So, you go down, you go down, and then you’ve got a few more things here promoting that same offer. So, that sounded it really well. We’ve looked at this email before, nice and clear, and a massive call to action right there above the fold line. So, that is a really nice way to do it and then when you scroll down, you’ve got these nice, lush kind of images here of the product. But that is a good call to action. Huge ‘Shop now’. There you go. So, try where possible, as a general rule of thumb, as you’re creating your email, try and keep this copy down to a minimum. Really condense the heading down, and then have a nice, bold call to action there, right above the fold line, before you get people to scroll down and read more. So, it’s great to have people to go further down and see what’s inside. This is you have your secondary content, but have your primary content right here, right at the top. Get the message across while you can.
