Where should the CTA appear — above or below the fold?
The "fold" matters less than content flow-but don't bury your CTA so far that engaged readers must hunt for it. For simple, direct emails (flash sales, reminders), above the fold works well. For emails requiring explanation, place the CTA after you've made your case.
Reality check: "the fold" isn't a fixed line-screen sizes vary enormously. What's above the fold on a 27-inch monitor is different from a phone. Focus on content proximity rather than arbitrary pixel positions.
The CTA should be visible when the reader is ready. Short promotional email? Hero image + CTA visible immediately. Longer newsletter story? CTA at article end where engaged readers look. Consider repeating CTAs in long emails-one early for quick converters, one late for thorough readers.
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