Above the Fold• 400 height x 500 width Outside• Most important content 500 pixels• Scanable• Should encompass • Offer • Call To Action • Urgency Indication • Brand Above Fold Copy• Words: most 6 characters or less• Sentences: 1.5 – 2 lines Outside• Paragraphs: most no more than 4 lines 400 x 600 pixels• Use bullets to reduce copy• Keep overall design succinct Keep as much of the text as possible “above the fold” to avoid the need scroll 7
Above the Fold – Pre-Header Pre-Header can be displayed as “snippet text” in the Inbox 8
Sample Footer Bottom nav-barsupports secondary goals Social Media integration CAN-SPAM addressrequirement fulfilled Text-based Preference update and unsubscribe links Subscribe offer – good for forwards
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