The Fold vs. the Scroll: The evolution of attention-grabbing content
From newspapers to the wild world of the internet, the fold has always played a significant role in capturing attention.
Let’s go back in time to the days when newspapers competed fiercely to grab your eye with the juiciest headlines above the “fold” - the exposed part of the paper above where it was folded in half. It was like a battle royale for your attention.
Well, the fold has evolved, and it's time to dive into the world of scrolling!
Let's fast forward to the early days of the internet. We had those square screens and simple web pages that displayed information neatly in a single page view.
But as technology advanced, screens widened, internet connections grew speedier, and web design became more sophisticated, the scroll emerged as a gateway to a whole new world—the space beneath the first screen.
In the early days of scrolling, keeping important content above the fold was vital. Research from 2010 showed that a whopping 80% of our web browsing time was spent above the fold. But oh, how times have changed!
We've become seasoned scrollers, thanks to our smartphones and the never-ending stream of social media content. Now, around 50% of our precious browsing time remains above the fold. We're happy to keep on scrolling until we find that gem that catches our eye. Our thumbs are getting quite the workout!
So, is the fold still a crucial consideration? Well, the answer is a bit tricky.
When it comes to email, scrolling takes on a whole new dimension—the left or right swipe that flings away from the current email to reveal the next inbox entry. Sure, customers are more likely to scroll down if they see value in your email content, but there's a risk that they may just swipe your email away into oblivion. The struggle is real!
Here's the secret sauce: you don't have to cram all your important information above the fold.
Scrolling is as natural as blinking or scratching an itch for us now. However, you must give your customers a reason to scroll. Tempt them with captivating images that leave them craving for more context. Offer them irresistible deals that guide their eyes downward, straight to that call-to-action. Show them that there are rewards waiting for those who dare to scroll!
So, when designing your next email, keep these tips in mind:
Reserve the top of your email for the crème de la crème of your message. This is prime real estate, and you want to make a lasting impression. Show your readers that there's a world of wonders awaiting them as they scroll down.
Create a messaging hierarchy using font weights, image sizes, and CTA styles. Guide your readers through the vertical journey of your email, making them feel like completionists on a quest. The bottom of your email deserves just as much love as the top!
Test the length of your emails to find the sweet spot for your audience. Do they prefer a leisurely read or are they as focused as a goldfish? It's all about understanding your unique audience and delivering the perfect balance of content and user experience. Test, learn, and adapt!
So, embrace the power of the scroll! It's time to captivate, engage, and conquer. Remember, the fold is just the beginning of a thrilling adventure that awaits your readers. Get creative, experiment, and craft emails that leave a lasting impression. Happy scrolling!
