above the fold

One of the best known Email Design mantras is: concentrate the email focus on the part above the fold to avoid user scrolling. Now, is this still valid in 2021? We have kept the focus of key message content in the above-the-fold part for years in our articles about Email Design.  In 2021, we questioned the validity and current relevance of this mantra. We wanted to know if it’s still a key best practice or, as trends and market logic have changed, has become outdated.  Keep reading the article to find out our results! What is above the fold and why does it matter? Above the fold refers to “the upper part.” But what does it mean? It refers to the split of a traditional newspaper into two parts for arranging and displaying it to the public. Precisely for display purpose, the newspapers’ double folding historically determined the choice of…