Keeping the Action Above the Fold
In Business to Business emails I really like to hammer home to get to the point quick and work to keep the actions above the fold in the email preview client. When I see something like this, in this case from Cisco, I want to share it with the world as too many times the action button is either below the fold OR a text link.
In order to get the person to take the action, you need to show them what to do. Most people need to be told or shown what to do. They do a good job of communicating what the event is, what the action on your part needs to be and the fact that it falls above the fold is a tri-fecta in my book.
Lesson: Don’t hide the action and try to move it towards the top. If someone has to read too much or hunt for the action, you might as well not send it.
Thanks to The Email Wars for this great article.