Hearing the term “the fold” in terms of email marketing forces my eyes into the back of my head where they refuse to rollback. I may actually hate the term “the fold”.
What is the fold? It’s a term which originally came from print design, specifically newspaper printing. The biggest headlines and most important stories need to be above-the-fold to ensure they’re seen and attract readers.
What’s the fold when it comes to email?
It’s that top part of the email, before it gets cut off in a preview pane or device window. But the trouble with email is, where exactly is this fold? With so many devices to support, the fold’s basically nonsense. Basically. Continue reading “Embracing the fold”