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Mistake #8 - Putting Important Messaging and CTA Below the Fold

"Above the fold" is an old newspaper term referring to the top half of the page - the visible part of the page when the paper was folded. In email, and in Internet marketing, it is the part of your message that is visible without scrolling, and because there are different sized monitors set at different resolutions it isn't as simple to gauge as simply folding a paper in half.

Instead, you have to design your emails carefully so everyone will be able to view your call-to-action and important messaging no matter what, which means keeping these items in the top 300 pixels. After all, if your message is hidden, very few of your subscribers are going to scroll down the page to look for it.

Sample 8 - Messaging above the fold