Move It On Up…Above the Fold.
Sep 25 2008
Above the Fold (as defined by eROI): the part of an email message that is visible without scrolling.
I have taken the liberty of editing an HBO email to show you how a simple change will increase email click through and overall campaign conversion.
I have placed a line the creative to show where the fold would most likely be on a horizontal preview pan. (Usually the fold is estimated at 300 pixels top-down.)
Original HBO Email
My Version
(Please hold your appluase for my Photoshop work until after the post)
Why It Will Work
This email is a time based email (12-4pm on July 15th). The subject line and creative say basically the same thing. There really isn’t any content below the fold to digest. What do we need them to do? Shop Now!
By moving the Call-to-Action up, we are getting a better chance of click through. As much as us email marketers hate it, most emails don’t even get a scroll. Get your most desireable call-to-action above the fold every time. It will increase click through and conversion.
As for HBO, I cancelled after the Sopranos ended. I like Entourage, but I really am not sure I need 10 HBO channels for one show. What Internet marketer has time to sit through a movie anyway? I can barely make it through Mad Men.
If you feel I’m wrong on this one, and I’m not, please tell me why in a comment below.
- Posted by Alex Williams
- @alexcwilliams
- at 3:29 PM
Published in Email Design, Email Marketing Strategy, Tip Jar
Tags: above the fold, Conversion, Email Design, HBO, Layout
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September 25th, 2008 at 7:54 pm
you are not wrong.
a few other comments:
1. One big image?
2. Why not more CTAs?
3. How about a preheader?
dj
September 25th, 2008 at 8:43 pm
DJ:
I think that pre-headers MIGHT be a good idea if you are concerned about
1. Mobile
2. Have more than one thing to promote.
With this email moving the call to action higher will help TELLING the individual WHAT to do.
Alex I think that this is a great post I appreciate that extra effort you made in showing a redesign of the creative.
Nice effort.
September 26th, 2008 at 10:51 am
Dylan and Alex (OSU and OSU):
Not sure if you are being sarcastic. I’d love to debate more with you the merits of a preheader no matter regardless of mobile or secondary CTA.
Blog debate time? Me, you and Magill?
dj
p.s. the post WAS great…for a Buckeye
September 29th, 2008 at 7:25 pm
DJ,
You make great points. I agree there are numerous changes that can be made to optimize the HBO email.
My goal with this was just to show one, a big one, that could make an impact.
November 1st, 2009 at 1:24 am
amazing stuff thanx