Above-the-Fold

Above-the-fold - The top part of an email or web page that can be seen without scrolling. This is generally more desirable placement because of its visibility. Often considered the most import part of the email as if this part interests the recipient then they will open, click and scroll through the whole email.

[Category=Database Marketing ]

Source: DBG, 01 May 2011 10:00:08, http://www.dbg.co.uk/glossary/1015