Five E-mail Design Recommendations

2. Keep key points above the fold, i.e., above the part of the e-mail body that is visible to recipients without scrolling. Inundated as they are by numerous messages daily, many constituents will only read the top 25 percent of an e-mail message, either because they won’t scroll down or because they have their e-mail set to view in preview mode. Therefore, Convio advises organizations put “the most compelling elements of your message and any calls to action in this top portion of the e-mail.”