In offline direct mail the call to action often comes at the end of the first paragraphs or even
at the end of the letter. In email marketing this is completely out of the question.
Place your call to action at the very beginning of your message, preferably in the first lines.
If recipients must scroll down to find out the reason for your email, many of them will not take the effort and thus never see your CTA.
A link that is visible without scrolling provides a higher click-through rate for your email marketing campaigns. With a clickable URL and call to action in the beginning of your email, the recipient immediately knows what to expect and he has the opportunity to accept or refuse it right away. If he wants more information he will scroll down.