Definition
Below the fold refers to the part of an email that becomes visible only after the recipient scrolls. In email, the fold is not fixed; it depends on the device, email client, preview pane settings and screen size.
While the above-fold area must capture attention and communicate the primary message, below-the-fold content serves subscribers who are interested enough to engage further. It is the right place for supporting details, secondary offers, testimonials, product specifications, terms and conditions or additional calls to action.
Research on email engagement shows that many recipients do scroll if the initial content is compelling. A well-designed email creates a visual path that encourages scrolling, with clear hierarchy, breaks between sections and rewards for continuing to read.
Best Practices
- Use the below-fold area for secondary content, social proof and detailed information.
- Create visual breaks between sections so the email feels scannable.
- Repeat or reinforce the primary call to action further down for engaged readers.
- Avoid placing critical disclaimers or unsubscribe links so far down that they are hard to find.
- Use progressive disclosure to keep early sections short and expand detail lower down.
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Above the Fold in Email
Above the fold in email refers to the content visible to a recipient before they scroll, a critical area for first impressions and primary calls to action.
Accessible CTA (Email)
An accessible CTA is a button or link coded with sufficient colour contrast, visible focus states, descriptive screen-reader text, and a minimum touch target of 44×44 pixels.
Adaptive Design
Adaptive design in email uses predefined layouts that adjust to specific device or client widths, rather than fluidly resizing to every possible screen.
AI-Generated Content in Email
AI-generated content in email is copy, images, code or subject lines produced by artificial intelligence tools to speed up campaign production and testing.
Alt Text
Alt text is the written alternative to an image in an email, displayed when images are blocked, slow to load, or consumed by screen readers.
Frequently Asked Questions
Not necessarily. Many recipients scroll if the content above the fold is compelling. Below-the-fold content captures the more engaged segment of your audience.
Secondary messaging, testimonials, product details, additional CTAs, legal disclaimers and footer links are common below-the-fold content.
Use a clear visual hierarchy, partial images that hint at more content, and benefit-driven copy that makes the reader want to continue.
Yes, but it should be in the footer and easy to find when a recipient does scroll. Hiding it harms deliverability and compliance.
Yes. Supporting details, social proof and repeated CTAs can convince engaged readers who need more information before acting.