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(Type)Face It: Font Choices Matter for Your Email Marketing Success

Email Marketing

Mar 04, 2020

hello fontAs an integrated marketer, you know that email marketing can generate ROI of up to 42:1, which is why you labor over every detail. You’ve sweated your subject line, and you’ve been scrupulous with your database hygiene. If you’re serious about the success of your email marketing, it’s time to take a closer look at your fonts. Here’s the not-quite definitive guide to fonts in email marketing.

Choose Web-safe Fonts

Web-safe fonts are those that are most likely to be installed on the biggest percentage of computers and devices, ensuring that your email will look like it’s supposed to.

Some of the most popular and versatile web-safe fonts include:
  • Arial
  • Calibri
  • Courier New
  • Impact
  • Helvetica
  • Geneva
  • Times New Roman
  • Verdana
Use a lesser-known or unusual font at your peril: if a reader doesn’t have that font installed on their device, your email text could default to Comic Sans, which is an actual web-safe font.
 

Stick to Only One or Two Fonts per Email

Using too many different fonts can make your email seem overly complicated or messy, lowering the readability. If you still want variety, pick fonts that have different weights and use different colors.

Go Big(ger)

How your email looks on mobile can make or break the success of your campaign: emails that display incorrectly on mobile get deleted within three seconds, and 15% of recipients will unsubscribe. Use a type size and spacing that will look crisp and clear, even on a tiny screen. As a rule, your type should be:

  • 22 – 24 pts for headers
  • 14 – 16 pts for body copy
  • Line-spaced at 150% - 200%
Embed Branded Fonts in Your Graphics

If you still want to use branded fonts, incorporate them into graphics, such as headers, CTA buttons, or background images. For maximum readability, create these elements at 72 dpi, set to high quality in RGB mode. Images can affect load times, so use them sparingly and take the next tip to heart.

Preview, Preview, Preview

You wouldn’t send a brochure to the printer without proofreading it, would you? To make sure your fonts look great and allow your content to shine, preview or test your emails.

Your Emails Are Great. Now, How’s Your Direct Strategy?

Are you sending out emails because it’s cost-effective and easy, or is your email marketing laddering back up to your bigger goals? PIP has the experience and capacity to help you fine-tune either a single campaign or your entire direct marketing program. Call us: let’s talk about your goals and how we can help.     

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