“Above the fold” is an old concept that can still be used give your emails more punch!
For newspapers, the most important space in the entire paper is the upper half of the front page. Papers are often displayed folded so that only the top half of the front page is visible. Thus, an item that is “above the fold” is one that the publisher believes will entice people to buy the paper.
But why is this important in a world controlled by electronic media?
Because the concept of being “above the fold” still holds true today, and may even be more important in a world saturated with excessive email traffic.
When sending an email you need your “call to action” to be at the top. This goes double if your audience will be reading on a mobile device.
Need someone to approve your budget? Include that message in the first few lines of your email, and then follow with all of the pertinent information on why the money is necessary. If you lead with supporting information, it’s likely they will never get to the bit where you need them to take action.
The same applies to your web pages. Want action? Then make sure the call to action appears before the user has to scroll down.
Like it or not today’s world is all about convenience. So if you want action, don’t make people have to work for it.