Above the fold is the part of an email that is visible in the preview or on screen before the reader scrolls. Borrowed from newspapers (the top half of a folded front page), it is the prime real estate of a message: the first thing a subscriber sees, and often all they see before deciding to read on or delete.
How "above the fold" works in email
There is no fixed fold in email — it shifts with the device, the email client and the preview-pane size — but as a rule the top 300 to 600 pixels carry the most weight. Put your core message, a clear header, and at least one call to action there, reinforced by a strong preheader. Good visual hierarchy guides the eye to what matters first.
Why above the fold matters
Because many readers skim, content above the fold drives most of the early clicks and shapes whether the rest gets read — so it strongly influences your click-to-open rate. Design for mobile first, keep it uncluttered, and don't bury the CTA. Read our email design guide or build responsive layouts in Mailpro's drag-and-drop editor.
Mailpro and design
Put your message where it gets seen
Mailpro's drag-and-drop editor and responsive templates make it easy to lead with your message and CTA — so what matters lands above the fold on every device.