Choosing the right fonts is crucial for any digital marketing campaign, and it’s one of the most important things to consider when designing your email template as well. And not just the right font weight, height, color, spacing, lining, and width; everything matters.
Most businesses have embraced what email marketing offers, and they have adopted it full-fledged by catering to consumers’ needs while promoting the latest products and services.
Reaching your target audience long after they’ve visited your website is essential to keep them coming back. But, any old and boring email won’t do. Presenting your email marketing campaign in a captivating way is what hooks them to your brand and to read your email.
Fonts are one of the critical ingredients of your design elements that must go right. Email-friendly fonts make it easier for viewers to read what you have to say, likely getting more conversions. People spend around 13 seconds reading an email, and if your fonts are not readable, your potential customers might get frustrated, which is something you don’t want.
Do Email Fonts Really Matter A Lot?
Fonts come in various sizes, styles, shapes, and spaces, which can impact your reader significantly. Font style and size can make a huge difference in how the audience will perceive your brand. Your font can match a specific theme, set a perfect tone for your brand’s personality, and capture your audience.
The fonts you pick can make or break your campaign’s marketing success. 70 percent of viewers will delete an email within 3 secs if it’s not formatted correctly. Fonts can affect the overall look of your email. Like colors, fonts have personality attributes as well. And your brand can maintain its persona and value through the fonts you use.
The Best Fonts For Email You Can Use
Today, there are over 200k fonts available, and most of them are categorized into four font families based on similar designs.
1. Sans Serif
San Serif appears as modern, humanistic, and clean. Many consider San Serif the most suitable font for an email copy then its counterparts. For example, Spotify uses San Serif font in its logo.
Serif is easily recognized due to the decorative strokes after every letter. They are considered formal, old school, reliable, and traditional fonts, ideal for headings and bigger-sized text—for example, WeWork.
3. Times New Roman
Created by Times Newspaper, this Serif font is evergreen. Times New Roman is famous for its traditional, classy, and authoritative style. This font style can be majorly used for headings due to its narrow letters.
4. Open Sans
Open Sans is a part of the San Serif family that has recently witnessed tremendous growth. With over 11 trillion views, Open Sans was designed mainly for digital content. This font style features ten different font types - it is easily readable, appears friendly, simple, and minimalistic.
Lato is one of the best fonts for email design and perfect for lengthy and complicated text paragraphs. These fonts have well-rounded letters, giving a natural appearance to the font style. Lato is famous for its simplicity and welcoming font style.
Developed by Microsoft, Georgia is from the Serif family, commonly used in magazines and newspapers. This font style is typically perceived as formal and authoritative and is an excellent choice for long email content due to its wide-spaced letters and well-defined serifs.
Helvetica is another one on the list that gives a solid competition to other email fonts. Helvetica is a San Serif font famous for its modern and bold style. Perfect for logos & headings, it’s not suitable for the body of your email. Hence, use it wisely in your email template.
Things to Consider Before Choosing Your Font
Before choosing your email font, you should answer a few things first.
1. Why should we care to use the best fonts in email?
Font size, style, and type can make a significant difference in how you promote your brand and spread your message via email. Font choice majorly represents your brand voice and can create or ruin your first impression with your audience.
2. What type of message are you trying to spread?
Is your email marketing campaign something exciting and fun? Or does it have a more authoritative and formal tone? It would help if you considered all of this before choosing your font style.
3. How many fonts will you use?
Are you looking to keep your email template uniform or a tad dramatic? As per the best design practices, you should not use over 2 or 3 fonts to avoid confusion and going way overboard.
4. What color will you use?
Thinking about the background color is crucial to ensure readers don’t have trouble reading your content. Keep your brand aesthetics in mind while choosing your email template color scheme.
5. Should you use HTML or plain text emails?
HTML lets you include custom fonts, hyperlinks, and other design elements that are usually the best for supporting ad campaigns and driving click-through rates.
Email Marketing Fonts Best Practices
The best email fonts won’t be of any use if not used correctly. Follow these best practices when using your preferred font style to maximize benefit.
Font size - Bigger font size will get perceived as too loud and desperate. And tiny fonts will make your text unreadable to your audience. Hence, stick to an average font size of 14-15 for mobile and desktop.
Number of fonts - One should avoid using over two fonts to balance maintaining uniformity and shaking things up.
Font alignment - Select the best font alignment for your email and stick to it throughout to maintain consistency.
Font colors - The best font won’t do you any good if its color does not match your brand aesthetics and is not easy to read. The font colors should complement the background color and overall email template.
Line spacing - Line spacing makes a significant difference to how your email template looks overall. It’s always good to leave breathing space between the words to make them look professional and neat.
Considering everything, we can say there are no rule books for the perfect fonts for your email marketing campaign; however, they should be relevant to your brand and easy to read for your target audience.
Always remember that fonts play a huge role in your email marketing campaign and can help you stand out. Hence, ensure you use the correct font style to create a powerful impact on your target audience.