(Type)Face It: Font Choices Matter for Your Email Marketing Success
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.
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
of the most popular and versatile web-safe fonts include:
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.
to Only One or Two Fonts per Email
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.
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:
Branded Fonts in Your Graphics
– 24 pts for headers
– 16 pts for body copy
at 150% - 200%
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.
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.
Emails Are Great. Now, How’s Your Direct Strategy?
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.