Do they read below the fold?
Latest posts | Feed | By Mark Brownlow on January 08, 2007
An unwritten rule of online marketing is that people don't like to scroll. So all the important stuff needs to be at the top of each web page and email.
Here's a fascinating study that uses real observed behavior to show that people scroll down web pages much more than we think. Since it's early in the week and my brain is two sandwiches short of a decent-sized picnic, I won't try and explore what that might mean for email. (Note the study refers to web pages only.)
The analysis is not saying that you shouldn't put the key stuff up at the top. But it is saying that you perhaps need to account more for the scrolling crowd than before. Not just by chopping the text up into readable chunks with bullets and headlines (which was always a good idea), but by ensuring you have links and calls to action at the nether ends of your text, too.
More on email copywriting | Tags: email marketing, copywriting, below the fold, email usability
Here's a fascinating study that uses real observed behavior to show that people scroll down web pages much more than we think. Since it's early in the week and my brain is two sandwiches short of a decent-sized picnic, I won't try and explore what that might mean for email. (Note the study refers to web pages only.)
The analysis is not saying that you shouldn't put the key stuff up at the top. But it is saying that you perhaps need to account more for the scrolling crowd than before. Not just by chopping the text up into readable chunks with bullets and headlines (which was always a good idea), but by ensuring you have links and calls to action at the nether ends of your text, too.
More on email copywriting | Tags: email marketing, copywriting, below the fold, email usability
[This post brought to you by Campaigner Email Marketing]
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