Email Typography Guide For Your Email Marketing

In email marketing, you likely invest your time and effort to make the email design perfect. But what about the font?  Choosing the right font is not that hard, but it does need some consideration. 

Using the wrong font can make the email copy unreadable and give a bad impression of your brand. 

Typography plays a vital role when it comes to the look and feel of the email. It’s a powerful tool for capturing and holding the attention of the reader.

With this quick guide, you can understand different font families and styles along with how to use them in your email marketing. 

What To Know About Fonts?

Back when the internet was in its early stage, the web was filled with extremely basic fonts which made the marketers and designers cringe. 

Since they were forced to use them as a handful of web-safe fonts were available at that time. 

But as the world developed, new fonts came into the market, this included web fonts too. 

Well web fonts and webspace fonts are two different things, web safe is a font which you might be using in the mail, it includes : 

  • Arial 
  • Verdena
  • Time New Roman 
  • Courier 
  • Georgia 

These all webspace fonts are used for the email’s live text. They are the default fonts that are highly used in different devices, operating and computers. 

As for who is using the safe font, because it’s classic, look clean, and also offer to render much better, some of the brands you can notice using the fonts include: 

  • American Apparel
  • Jeep
  • Crate & Barrel
  • Nestle 
  • Toyota
  • Time
  • Target
  • Panasonic 
  • Mattle
  • JCPenney

The next includes Web fonts, these are not easily found on multiple operating systems as well as devices. 

They are specifically designed and licensed to use in the west. Because of these, you get much more creative.

email clients support web fonts

Why Fonts Matters In Your Email Marketing?

Fonts are an important aspect when you are designing your email marketing.  If your emails are written in an easy-to-read font, the readers can exactly read what it is and understand the message without any mistakes and disturbance. 

But if there are fonts that are hard to read, not supported by the email service provider, or too spaced or consistent, this can cause an issue in readability, even end up getting you flagged and spam. 

The font you are choosing for email marketing can make or break the success of your email campaign. 

There are changes if your 70% readers will simply delete the email within 3 seconds if it’s not formatted or displayed properly.

Fonts are important as it affects the overall mood of email. Just like the colors, the font also shows personality and characteristics. 

If your email is for raising the funds for earthquake survivors, and you choose a font like Comic Sans MS, well it won’t give the impression that you are not a credible source. 

Brands maintain their persona and values through what fonts they are using.  

What Elements To Consider For Choosing Email Font?

To choose the right font for your email marketing, you also need to take into consideration elements that play an important role. 

Well to know what you should be careful about, here are some of the points of elements for you : 

Company’s Branding 

When you are choosing the font, you need to consider the branding of the company. 

Typography is a crucial aspect of the brand image and impression you want to create in front of contacts. 

Here you want to choose fonts that accurately reflect the brand voice,  aesthetic and hold the right amount of professionalism. 

Eleven though it’s a font, still it’s a big deal. The right choice in the font can be important for your brand image because it can convey the meaning in the right way. 

Sticking to one or a few fonts for your email emails can help in better communication, familiar as well as professional for the customers and subscribers. 

For example, If your brand tone is formal and serious, then your font should be no novelty. If your brand tone is friendly and playful, then you can experiment with a custom font that can be an ideal case. 

Readability & Legibility 

The next important element you should be paying attention to is its readability and legibility. 

When you choose a font, make sure it suits for the scanning and skimming on screens regardless of the sizes, it can be desktop, mobile, tablets, or devices. 

Your subscriber inboxes which are flooded with tons of email marketing content. So if you are choosing the typeface for email, make sure you are not choosing something which is an effort to read. 

Also, you should take legibility and readability as the main consideration for making sure when you choose the right email font. 

You also need to stay away from emails font which is overlay ornate. Such fonts are difficult to read and it can cause issues while displaying as some email clients don’t support certain kinds of fonts. 

It’s best to stay away from using fonts that are cursive and italicized as they are hard to read on mobile devices. 


The best email fonts are those that are neutral and easy to blend harmoniously with other aspects of the content. 

After all, you don’t abt to draw away the attention from your CTA or buttons which are important in your email. 

The right font should be able to match the image of your brand but it should not draw too much attention to itself. 

Here readers don’t have that much time to invest in thinking deeply about the business email typography.

The font you are going to choose should not be remarkable. Instead, it should leave a positive impression which should be unconscious regarding the brand. 

What To Know About Email Font Families And Font Styles?

Before you move forward, you should be aware of the different font families and styles that you can get. 

This helps in knowing which font suits your email more and what can be ideal to make a  great impression. 

font families in email

It includes : 

Serif And Sans – Serif Fonts 

These two basic font styles that you get are serif and sans serif.  Here serif means that you will notice a little tail to each letter’s end. Sans serif means letters without a tail. 

Web Safe Fonts 

The family of fonts is known as standard fonts or cross-platform fonts. These are those fonts that are recognized across the globe, by all device and email providers. 

Because of this, they are also referred to as email safe fonts. 

These are some of the pros you get if you are using web-safe fonts. 

It’s Easy To Access 

A web-safe font is the safest bet if you can get it, especially when you want that email font to show up exactly as you intended in the subscriber inboxes. 

It’s the type of fonts that are widely supported regardless of what device and email clients your subscribers are using. 

Much Faster To Load 

Using email-safe fonts helps your email to load much faster.  The reason is, these fonts are already in the operating system and it’s available which makes it easy to load as well as takes less time. 

However, there are some cons too, here is what to know 

  • The selection here you get is much more limited and it’s used in large numbers across the website and marketing emails. 
  • This also doesn’t give you any room to be original and creative.
  • Also, there are high chances that you don’t see these fonts are embracing the spirit of your business completely. 

Web Fonts 

Web Fonts are designed and licensed specifically for website use, including Google Sans and Roboto. 

While you can see the common use of these web fonts in website design, the web font can be a bit experimental when it comes to HTML email. 

Here the intended font only displays in receipt email, if these fonts are compatible with what email service provider they are using. 

However, web fonts are a great option if you know what email providers the recipient is using. 

If it’s incompatible, then the recipient will see what is in their default font or fallback font.

Well, one way that you can get around is to use it in the image, but don’t send emails that are image only. 

When you are sending emails composed completely of an image, this can cause problems as it takes too long to load and can be inaccessible for screen readers. 

So you can consider using this for small pieces of text, avoiding the images large in size with too many pixels. 

When you are using the font, it comes with creatine pros. it includes : 

  • Here you get the large variety as compared to web-safe fonts which gives you much more to be experimental and creative in email. You can also get the flexibility for choosing an attractive font that is on-brand, showing the personality, and also adding a much better brand experience. 

But with pros,  you should pay attention to its cons too, it includes: 

  • It’s not accepted that easily, a lot of email service providers don’t support the fonts. You can get certain email providers like iOS Mail, Apple Mail, Outlook app, and Google Android, however, it’s not in the Gmail app. 
  • Web fonts are now becoming famous, but it’s not suitable when it comes to bulk email campaigns until all email providers recognize them. 

Monospace Fonts 

Monospace fonts are essentially for the typewriter fonts. The letter, as well as the character, takes the same amount of horizontal space. 

The pros you get are great if you are looking to add a minimalistic feel to your email.

However, some of the cons that you can consider are 

  • It takes a lot of space as it has a fixed character width, it’s not suitable if you are going for long passages or blocks of text, because of the space the characteristics blend together which makes it harder to read. 
  • Monospace fonts are not supported by all email providers, so if you are serious about using Thai fonts, make sure you adjust the line space to your body copy so it can be easy to read. 

List Of Best Email Fonts To Use For The Campaign 

The right front family can help you in boosting success and increase satisfaction, this is not just good for your readers but email marketing as well. 

There are certain typeface fonts that are proven and considered as the best choices if you are going for the email. 

Here is the list of fonts that you should consider for your email. 

  • Ariel 
  • Georgia
  • Helvetica
  • Tahoma
  • Times New Roman 
  • Open Sans
  • Roboto
  • Raleway 
  • Lato
  • Oswald 
  • Lucida
  • PT Serif


Initially, the Arial font was designed for the IBM laser printers. However, it’s now used in digital and print media. 

There are some obvious reasons why aria is considered as the popular and ideal choice. The font was created by Patricia Saunders And Robin Nicholas in 1982. 

The font is not just modest but it’s a simple and versatile type that can be used for all-purpose and intent which includes emails. 

When you are using Arial, it helps in standing out much more prominently but also makes it highly readable, with this, it helps in becoming the favorite of the web content. 


The next one is Verdana font which is named after the daughter of its designer. It’s a combination of verdant and ana. 

Also, you can consider this font as its one of the best fonts for email when it comes to high readability and simplicity. 

The makers adore the use of the font because each letter is easy to distinguish and helps in increasing the legibility of the overall font.

For example, if the lowercase letters of the Verdana are taller as compared to others. This helps people of all ages to easily read the email.


One of the members of the Serif Font family, it has little curls and edges at the end of each letter.

In 1993, Microsoft was designed which was inspired by the typeface of Scotch – roman.

The font is even found in novels and newspapers, it was way before the font started to be used in mail design. Since it has wide space between letters, it makes an ideal option if you are considering email marketing campaigns.


A lot of email marketers prefer Helvetica for use to improve their email marketing.

Well, the reason is that the font is bold and modern both in its style.

According to marketers ranking, Helvetica is one of the highest fonts from the Sans Serif family. 

The font is created by a Swiss designer, it’s a popular font in companies, including BMW. 

However, if you are using Google Word or Microsoft, you might don’t get this font but it’s available for Facebook users.


A Lot of people are not aware of the fact that Tahoma font is designed for inexplicable on-screen users. 

Tahoma offers the high legibility and clarity which became the font popular supported by most of the email client providers. 

According to Mattew Carter who designed this font, he created font time which has the same length to its upper as well as lower case letters. 

Time New Roman

Time newsletter was the inspiration behind creating this font. Because of this, Times New Roman is one of the highly popular fonts. 

It is known for being a classic, traditional and authoritative typeface,  this font is mostly used for official documents and headers. 

To the traditional look, Time new roman gives the traditional look for the print and on screen. 

Open Sans

The font was commissioned and introduced in 2010. It was specially designed keeping digital content in consideration. 

Now you can also get the new email copy using this font, as it gives the familiar appearances. 

The font is highly used in the web interface as it works great for email but it’s used in print and mobile too. 

Open sans become the trending font style, primarily used for the conversation heading and times.


This one is specially developed for screen displays in 2020, one of the latest induction is Roboto.

It comes with simple curves which makes the font an adequate font that goes well with email. 

The geometric style resembles the robotic version, but it’s modern and user-friendly, this makes the font highly appealing to the audience. 


One of the highly elegant members of Sans Serif typeface, Raleway is designed by Matt McAnarney.

The font has weight thin and single, this makes the language much easier to read similar to Verdana and Arial. 

But it does carry much more personality than classic font offers. Raleway is for display users, and it can be easily paired up with Open Sans and Roboto in an email text body. 


Lato is derived from polish which means Summer, and it’s one of the email fonts that you can consider for displaying the copies which are included in descriptions and offers. 

Lato font in your email copies can be a great font as it makes it easier to understand. The font is rounded and has a simple design in letter forms. 

You can consider using this fit for the collegial and CTA headings for making sure your messages are across to readers for providing the clarity 


Oswald is from Sans Serif Typeface, the font is designed by Vernon Adams. This font type takes its root from its classic gothic and grotesque styles that come from the late 19th century.

The font is clean and can be elongated slightly, this makes the typography combination well for the logs and website. 


Lucida is a wide cellar style that comes with distinct letterforms, this belongs to the sans font family. 

Here the letters are spaced widely, this makes it easy to read and understand as compared to other styles in fonts. 

Lucida has characters that are taller, add the legibility charm, and work ideally for the on-screen document and print media, along with the website too. 

PT Serif 

The font size of the PT serif is measured in points or abbreviated pt and hence it’s the name of the font. 

It’s a serif font that is paired with other font styles such as Roboto, eina and Poppins, etc.

The style is highly used in food, decorative, magnez, agencies, and blogs.

It’s new to the game but so far it’s doing quite amazing in different marketing campaigns. 

 What Are The Worst Font For Email Marketing?

Well, there is no such thing as the worst font, but it’s time to think again. 

fonts for high quality readable

There are some fonts that are a big no-no to email marketing. Even though it’s fun, you should avoid using it in your email marketing. 

Using these fonts can cost you a potential buyer and conversion in email marketing, and to know what font you should avoid, here is what you need:

Comic Sans MS

Comic Sans MS is a fun font, however, if there is no one’s birthday and you are not sending an invitation to the kid’s party, this font is required to avoid all costs. 

No readers want to see the email in comics sans MS and it gives the wrong an immature nature of the brand. 

The handwriting style is considered as not professional which affects the lack of brand voice and seriousness about your message. 


Creativity is respected everywhere however if you are considering using curlz in your email design, it’s strongly advised to leave it. 

The added curls at end of the letter, it’s non-ideal and also can be a lot of distracting for the readers


Even Google agrees that using Trajan is highly likable when it comes to business communication.

Not only is it an overdramatic font, but it’s okay-ish for using the font in emails. 

You can limit the use of this font to the entertainment industry. It suits much better for the Indie film poster instead of email marketing campaigns. 


Papyrus is considered the king of bad fonts. It’s not just childish, but also has itchy and irritating characteristics. 

You should avoid this font no matter what, also if you want readers to take seriously what you are saying, this font is a no-no. 

How To Choose Your Email Marketing Font?

The ultimate decision you need to do is to pick the right font for your email marketing. This helps in conveying the message with the right tone and impression. 

list of web fonts for email

The typography style chosen for the complementing as well as reinforce the right message. 

It should resonate with the persona of your overall brand and image to create the right message in mind. 

Here are some of the examples which can help you in choosing the right font, including : 

  • Time New Roman is considered when you are discussing the unique selling proposition or highlighting the performance on a yearly basis. This gives an authoritative font that creates a better impact and demands attention. 
  • Open Sans is better for showcasing your product line. Since it appears much more welcoming, this leads your readers to read the email and click on the call to action. 
  • Helteva is ideal if you are choosing it for the promotional headings. The font is bold in a style that grabs the attention of your audience, so you can consider using it when you are offering coupons and seasonal sales.
  • If you are writing a lengthy newsletter, you can choose the Arial, this font is easy to read and widely used which gives a sense of familiarity to your audience. 

Tips To Choose  The Best Font For Your Email Marketing 

The best font for the email would help, however, it won’t give you results if you are not using it properly. 

So you need to consider the best practices when you are choosing the preferred font style in order to generate the maximum benefit for your email marketing. 

Be Smart With Choosing Number Of Fonts 

It’s important that you are being adventurous, however, make sure you are not picking more than needed multiple fonts in your email. 

At max, you should go with two fonts that you need to use in email, one for the heading and one for the body. 

Pick The Right Font Size 

The next thing that you need to pay attention to is the size of your font. If it’s too big, this will give the impression of screaming to the audience. 

If it’s too small, this makes the readers squint their eyes in order to make sense of what is written. 

So it’s recommended to stick between the pixels of 22 – 28 for heading, whereas, for the body, it should be around 12 – 14 pixels, it should be both desktop and screens. 

Find The Right Font Alignment 

There are four basic alignments you get, i.e. left, right, center, and justified. 

You might believe that justified is an idea as it gives a clean vibe. However, it’s not the actual case, as the optimal alignment you should go with is left since it’s much easier to read. 

Left alignment provides the white space which is enough to give breaks to eyes while reading, making it much more comfortable and meaningful. 

Choose The Right Font Colors 

The right font might not give you any benefit if you are choosing a color that is an eyesore. 

The font color you choose should complement the color of your background in the mail. So if the background color is dark, the light-colored font will look appealing, and vice versa. 

Make sure you are not using more than three colors, and keep in mind all those three should complement each other too. 

Think About The Web Font Usage 

Well, there is no doubt,  using a web font comes with a risk and there are brands who are gravitated towards how they are using it, as this gives them more creativity and resonates with the persona. 

As of 2020, 82% of web pages are using web fonts. It is inevitable for email marketers to join this. 

If you are not sure about the fonts, then it’s safest to consider using them over using the image. 

With this, you can get the benefit of using a web font. This gives you creativity without risking the display of the font. 

Give Attention To The Line Spacing 

It’s important to understand the line spacing, even if it doesn’t seem like it’s important, however you need to understand what can be improved. 

The ideal spacing should be between 1.5 to 2 lines. This plays around on different lines for spacing for seeing the readers and prefer more. 

Include The Call To Action Buttons 

Your ultimate goal is to send an email and direct the audience towards the landing page. The call to action or CTA should be in the right way in order to win the attention of your audience. 

However, if you want to stand out, put the CTA button using a different font as compared to other email bodies.

Do The A/B Testing 

Email marketing comes with one rule, which is to do tests and more tests. 

On average, the commerce brands should do the A/B test their email generates, it is more than 20% more revenue. 

So if you are confused with which font you can choose, design the same email with content and use two fonts. Send the first email to half and second to rest, see which one brings the higher open and click-through rates. 

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