The term “above the fold” was first used in the newspaper business. Since newspapers were folded in half for delivery and display, the best content was printed on the top half of the page, or above the fold, to entice people to buy a paper and keep reading. Journalists fought to get their stories in this coveted position, and editors paid special attention to above-the-fold headlines.
How long have you been using your email template? If it’s been awhile, it may be time to cast a critical eye on this marketing tool with the potential to deliver powerful results—or to turn subscribers and customers away. Email templates make life easier for your business—but a poor template can do more harm than good, especially when it results in potential customers leaving your lists. So, what makes an effective template?
Are you indispensible? It’s one of many watchwords from branding gurus like Seth Godin, author of numerous books on entrepreneurship, including Purple Cow and Poke the Box. Godin’s mandate forces business owners to consider their customer base and ask very simple—and very complex—questions about branding and opportunity.