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.
My 2 cents: I think the "above the fold" mentality is becoming outdated and frankly very difficult to work with.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.