What’s Above the Fold Can Make or Break Your Email

Hey again, Varun from The eCommerce Marketing Newsletter here.

We’ve all heard “put the CTA above the fold” like it's a law of email marketing. But in ecommerce, that advice is only half right.

Whether your product is $20 or $2,000, what’s at the top of your email influences how people scroll, and whether they buy.

Let’s break it down.

What “Above the Fold” Really Means

The fold is the part of your email that shows before someone scrolls. On mobile, that’s just 3–5 seconds of attention. So yes—what’s up there matters a lot.

How to use it:

• Put your value prop/ideation immediately visible (think: “Back in Stock,” “Ends Tonight,” “New Drop Just Landed”)

• Lead with a visual: a clean product image > long text

• If you're offering something, don’t hide it—say it upfront

📌 Quick tip: Don’t cram too much. One clear message wins.

But Wait. Don't Always CTA First

If you're selling high-ticket or new products, don’t rush the CTA.

Why:
Pushing for the click too early can scare away someone who’s not ready yet. Instead, educate first, sell second.

What to do:

• Start with a product benefit or problem you solve

• Add social proof (a quick quote, review, or press mention)

• Then drop the CTA once they’re warmed up

🔥 Try this: Use a CTA “below the fold” after 1–2 scrolls with urgency like: “See Why Customers Love This” or “Claim Yours Before They’re Gone.”

Above the Fold ≠ Boring Design

Some marketers make the top of the email look like a banner ad. But good design actually guides the reader without feeling pushy.

Design it right:

• Use contrast: light background + bold text or button

• Make your logo smaller—your message is more important

• Compress images with TinyPNG to keep load speed fast (yes, this helps deliverability too)

💡 Bonus tip: Add ALT text to every image so even image-blocked users get context.

Email Template Showcase

Want 180+ mix & match email templates just like what you see?

So you can avoid:

❌ Spending hours on emails that don’t convert…
❌ Fixing cheap VA mistakes instead of saving time…
❌ Struggling to find templates that truly fit your brand…

Generate 10,000+ Unique Emails in just minutes, Click here ⬅️

Some Helpful Links

Watch me build a high-converting email in Figma (step-by-step)
👉 https://www.youtube.com/watch?v=6lhi2mShDLQ

See how we scaled to $2.2M in 60 days using email alone
👉 https://www.youtube.com/watch?v=-rrKiPdfBGc

Full guide to cleaning your email list and doubling ROI
👉 https://gamma.app/docs/Clean-Your-Email-List-Watch-Your-Klaviyo-ROI-Jump-0kpirm9dfbhg718 

How I Can Help

1. Interested in having us handle your email & SMS marketing fully done for you

   Schedule a call here: runjmedia.com

2. Get high-converting automated email flows set up for your e-commerce brand with a one-time payment – if we don’t beat your current purchase rate, you’ll get a full refund.

   Book a call here: runjmedia.com/book-in-page

What’s on your mind? Hit reply and let me know what questions you have or topics you'd love to see covered! (I answer everyone)

Warmly,

Varun

Attention — Is your eCom brand making $40K+ per month? If so, let’s chat—I’m offering a free audit, letting you know exactly where you’re currently leaving revenue on the table & actionable steps to improve.

Schedule a call here 👈