Above the fold
Content visible without scrolling — in email, the first 300–600 pixels of vertical space.
Above the fold in email design refers to the portion of a message visible without scrolling — typically the first 300 to 600 pixels of vertical height, depending on the recipient's client and screen size. Gmail web shows roughly 600px before the user scrolls; iOS Mail in portrait shows roughly 400px including the preview pane.
The decision of what to put above the fold is one of the most consequential layout choices in email. The answer for most cold and nurture emails is: the hook and the ask. Logos, navigation, and unsubscribe footers do not belong above the fold. If the reader needs to scroll to learn what you want, you've already lost most of them.
Mobile-first design typically wins this argument by default — mobile screens are narrower and the fold is closer. Designers who optimize for desktop with hero images, multi-column navigation, and brand banners above the fold consistently underperform single-column, copy-led emails.