When it comes to email marketing, it is impossible to ignore the visual aspect of your message. Of course, it would be perfect people make decisions based on the main thing – content. But we have to take into consideration that the receiver of the letter evaluates visual elements even quicker than text. As marketing is connected with psychological issues as well, we need to work on the design, choosing the proper color and the best font for email in order to make the message more attractive. This article we decided to dedicate to the topic of the font selection and its importance in the business email.
Why You Need to Choose the Best Email Font?
Your personal taste is not an accurate “judge” in this case. There is a high chance that your opinion will not be shared by the receivers. As a result, your email will not be read in the best case. The worst scenario may include annoying the person and being considered as spam with all consequences.
Too many typefaces can make your message hard to read and even your best offer will be missed due to lack of design work. Stick to one or two (top) best email fonts in your letters instead. When you need to highlight something, it is a good trick to use different sizes for the particular text parts. The best approach is using web-safe variants as you cannot be sure that the receiver uses the same clients as you.
Every choice must be driven by the main task: deliver the message with the highest level of readability. No matter how beautiful the font is to your taste if it takes twice much time to read the email. Keep it in mind.
Tips for Proper Font Selection
Make your email campaign memorable considering fonts and other basic design elements. Using different typefaces, even it is the best font for email to your opinion, in the part where there was another one in the typical newsletters may look ridiculous and confuse the subscribers.
Instead put some efforts on the discovering what elements and formatting will be suitable for your brand, message, and preferences of the audience and then stick to the selected variants of design.
As we already said before, the main task is to provide subscribers with readable text. People do not have a duty to read your emails unless they are interesting and attractive to them. So when you use too small or too big typeface, even when it is professional email signature font, you in some way make it uncomfortable to read your message.
This aspect is particularly important in cases when your email is about to be read on the mobile device. It is hard to read tiny objects on such screens and zooming it brings more discomfort. Huge letters require much more space and to read such text you need to scroll too often, which is distracting. However, if your target audience is old people who likely have problems with their vision, so you can think of using big objects.
According to Litmus research, almost 54% of emails are opened on the mobile devices so you need to pay attention your letter will be readable on any platform and screen. Recommended size is about 16 px (not smaller than 14 px for sure).
Professional Email Signature
As this part of the email is something that can be tempting for revealing your personality via fancy design. However, considering business correspondence, you need to concentrate on making it informational. Be classy and humble with the best font for email signature like Verdana, for instance. Here you can use 12-14 px size.
Unique or inappropriate fonts
Your desire to be unique and special is understandable. However, it is tricky to use typeface the majority of people do not get used to. Moreover, they can face the problem your unique font is not displayed on their computer or device. And eventually, your message and fancy design will be useless.
Also, you need to consider the appropriateness of the best font for emails you use. This is the case when you have better to follow some common practices rather than showing your individuality. Common business options are Times New Roman, Arial, and Helvetica. This is the recommendation is on the same level as the business language during the real-life business meeting.
Best Fonts for Your Email Marketing
It is not surprising that there is no single right answer which typeface is the best. However, studying the best practices we can distinguish some options from which you can select the best font for your business email. You can select variants from the following list in accordance with your task, target reader preferences, and other criteria.
- Times New Roman. You can hardly find the person who is not familiar with it. For many years it will the most widely used font. Moreover, every device will be able to read and display it. Considering people’s reaction, it is usually neutral and they concentrate on the message, even more, when the design does not attract attention at all.
- Georgia. Georgia is a professional font for email that has become popular in digital marketing. According to Typedia description, it combines legibility, character, and charm. It looks both elegant and pleasant to read. At the same time, it is displayed well on small screens or displays with low resolution. It is much more like Times New Roman but a bit rounder and bigger compared to it.
- Helvetica. This is one of the most used fonts of the sans-serif type (without little “wings”). Thanks to its plain and minimalistic look, Helvetica is often used by default in the majority of applications. But it cannot be the best font for a professional email signature. The main flaw of it is the difficulty of reading large bulks of text. This is because of form and space specifications. Letters are placed closer to each other comparing to other typefaces like Georgia, for instance, and visually merge together. Helvetica is fine for titles and headers, but not for the main text.
- Arial. Being created in 1982 for IBM’s xerographic printers, it was soon licensed by Microsoft for use in Windows as a default font. This is was a real competitor to Helvetica. Due to some similar features, Arial is often called “Helvetica’s ugly cousin” by designers and marketers. This is due to fact that it embodies the things they do not like in Helvetica. As its “relative”, it is good for headers and titles as well but it is not a good font for email signature or body.
- Courier. This serif font is monospaced. It means that every letter and mark use the same horizontal space on the page. Comparing to other typefaces, Courier is harder to read as our eyes do not get used to such approach of letter placing. However, the main advantage of it is that horizontal columns will be neat with it. It is not often used in marketing can be appropriate in some niches. It imitates the documents typed on typewriters – warm and aesthetic experience.
- Verdana. It seems this font has been created to fix flaws of Arial and Helvetica. There is more space between letters and the letters like b, d, p, and q are more distinguishable. So readability here is on the higher level. Verdana adds a bit of informality in the message, what makes it suitable for newsletters. And it is good for body text. Some marketers also consider it to be the best font to use for an email signature.
- Impact. The name tells a lot about its purpose. The main features here are bold strokes and compact spacing. That is why it also can be used in titles and headers. Marketing images will benefit from such text as well. But the body text in Impact will be hard to read. Blocks will be visually merged, especially on mobile screens.
- Tahoma. The main attractive feature of it to marketers is the complete Unicode character set. It means that the text will look the same when written in other languages with non-Latin letters. That is why it is often used for newsletters that are delivered to an international audience. However, there may be compatibility issues as Tahoma is not as often acceptable as Georgia or Verdana.
- Baskerville. This typeface is also less common but still is among good email fonts used by some marketers. Due to compatibility issues, it can be substituted by Georgia or Times New Roman on some devices.
- Comic Sans. It initially was used in comic books. Now Comic Sans is a well-known typeface considering internet communication. Due to its first placing, it feels playful and informal. That is why Comic Sans is used for unserious topics. Perhaps, you can write text with this font while selling kid products.
Use the recommendations and materials of this article to decide what the best font for your business emails is. The result will depend on the purpose of your letter. The main guiding lines will be the following:
- make sure your text is readable on every device and platform;
- stick to the average size and dark colors to provide readability;
- avoid font modifiers in footers;
- test the email before starting the campaign to make sure everything is displayed properly.
The common strategy of choosing the typeface, size, color and other features is to follow best practices and respectable competitors. That is how you learn to build your own design being sure the target receiver will accept it.