What’s the user experience for scrolling?

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Can anyone point me to some data on user experience and scrolling? I composed this email which has a fairly short header graphic and a large image "above the fold". Do you think this is too much scrolling before the body of the email? I'm trying to consider mobile devices in particular. 


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Kelly

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Posted 4 years ago

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Healthy Communities of Brownsville

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I opened ur email on my phone & it looks good. Your links work & you can see the whole email in one shot. Good job
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Brandi Leath

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Looks good, the only thing (and this is being a picky graphic designer) is that I would make your image (of the girl on the bench) the same width as your text boxes (remove or reduce the padding on the image) or the same width as your header image.  Right now your alignment seems off.

I might also include the subject "Has your professional growth taken a back-seat" ON the image, so your audience can anticipate what the email is about when viewing "above the fold" before scrolling.

Just some design suggestions mainly, but looks great!
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Kelly

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Thank you. I'm a graphic designer as well, and I agree. I can't tell you how hard it is at times to convince people to make changes. I'm definitely adjusting the image alignment. They were trying to decide if they wanted the header or not. ;) 

I don't think the "back-seat" analogy goes with that image period. I'm working on some new copy for them (client). 

When you say ON the image, what exactly to you mean? Do you mean within that content block? Or do you literally mean add it to the photo? I'm not sure how I feel about that...
(Edited)
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Brandi Leath

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Let's say the text does go with the image..... What I mean by ON the image is adding a typography treatment to the text on the image in photoshop or gimp (gimp is free and similar to photoshop)

Like this one I did for a campaign a while back....


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Brandi Leath

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That will give your image more oomf....lol is that a word? I dunno, but I think you know what I mean. haha
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Kelly

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Okay, that's what I thought you meant. I'm not sure my image is the best candidate.I'm not a big fan of this unless I think it really supports the message and maintains clarity. In your image, it absolutely works. Plus, they are thinking about changing to this image now (which DOES have type in the image). 

Good point about the scroll. Dually noted!


(Edited)
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Brandi Leath

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cool. I like that one and yea, it does go with the message better. :)
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Kelly

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Thanks to pre-header text, getting a glimpse of what the email contains is pretty easy now! 

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Matt Olsen, Champion

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My 2 cents: I think the "above the fold" mentality is becoming outdated and frankly very difficult to work with. This is the digital/web era and you just scroll. Everyone knows this. It's not some laborious, difficult step users are lamenting. They just expect it and do it almost immediately.

Yes -- do put important content higher up if you want that content to be seen on initial scan. A good example could be in the above email: Consider putting the headline above the image or even on the image.

But don't put your call to action before the lead or the explanation just for the sake of putting it higher up. There are many cases where you need to hammer home a few points before asking the user to take an action. Don't worry about "the fold" here. 

But most importantly -- with the variety of devices, resolutions, orientations, and screen sizes out there, you'll drive yourself crazy trying to get stuff above the fold. Sure your email works great in portrait now, but when I turn my phone landscape, that all falls apart. Don't worry about this. Be conscious of it, and optimize for it when you can, but don't worry about it.

Work on your subject lines, pre-header text, and do some A-B testing every now and then and you'll be golden.
(Edited)
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Kelly

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Absolutely agree. I just sent some information over to the client about this yesterday. Understandably, when viewing on mobile we are accustomed to scrolling and tapping. Knowing that my audience is engaging on a mobile device about 50% of the time, I wasn't too concerned about the fold. However, that other 50% is being opened elsewhere, desktops mainly. 

Thanks for validating that. I'm also in total agreement of your last sentence. I was looking for some good resources on SL writing. Have any to share? 
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Brandi Leath

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Hey Kelly, saw this today and thought of you!! 5 Tips to Create a Killer Subject Line

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Kelly

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Hey, thanks a bunch!
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Brandi Leath

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WOW! Yea What Matt said. :)