Definition
Scroll-to-read rate tracks how many recipients scrolled past the initial visible portion of your email (the fold). A high scroll rate indicates your above-the-fold content successfully motivated readers to continue.
Standard email analytics do not natively track scroll depth. This metric is typically available through interactive email platforms, custom tracking scripts, or ESPs that offer engagement heatmapping. It is most useful for evaluating the effectiveness of your email's opening hook and layout.
Why It Matters
Many subscribers open an email, see only the top portion on mobile, and delete it without scrolling. Scroll-to-read rate reveals whether your above-the-fold content is compelling enough to overcome that behaviour. It directly correlates with conversion for long-form content, newsletters, and multi-offer campaigns.
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.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
AIDA Model for Email
The AIDA model (Attention, Interest, Desire, Action) is a classic copywriting framework used to structure email campaigns that guide subscribers from awareness to conversion.
AMP for Email
AMP for Email is a Google-developed framework that allows email messages to include interactive elements like forms, carousels, accordions, and live content. It turns static emails into dynamic, interactive experiences directly inside the inbox.
Anchoring Effect in Email Marketing
The anchoring effect is a cognitive bias where the first piece of information presented (the anchor) influences subsequent decisions, used in email to frame pricing and value perception.
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.