An e-mail consists of HTML code intended to be interpreted and displayed by various mailboxes such as Gmail, Yahoo mail, Hotmail, etc. Not all fonts are compatible with these messaging software . So leave creativity to printed materials. Instead, remember to respect standards and focus on simplicity .
Here are some rules to follow so that your email is readable.
Opt for a standard font
The concept is not the same for creating your website and that of your email campaign. Even though you want your content to stand out, not all the fancy fonts always display correctly in clients' emails.
In case the customer's email does not support the font you have chosen, here are the default fonts used by customer emails in most cases: for iCloud Mail Helvetica, for Gmail Arial, for old version of Microsoft Outlook Calibri and finally for Outlook 2007/2010/2013Times New Roman.
To ensure that your message arrives as you intended, use fonts that are compatible with different messaging solutions. You can also directly use the fonts offered in the editor's block
Here is the list of 8 best safe fonts that you can use:
- Arial is the most used. It is provided with all Microsoft versions and by all customer emails;
- Helvetica is one of the most used. It is easy to read;
- Times New Roman has a traditional feel. It is used by default in word processing programs;
- Verdana is designed to be readable on all screens;
- Courier / Courier New is similar to Times New Roman;
- Tahoma is used as the default font for Windows 95, 2000, and XP versions;
- Georgia is supported by email clients;
- Trebuchet MS has a sans serif character. It was designed for on-screen reading.
Users spend around ten seconds on their email. This is why your message must be readable very quickly.
However, a good font is not enough to make your email readable, other factors are necessary.
Use the right features
Sans Serif Font
For airy text, choose sans serif typography. Your message will gain clarity. In fact, they do not have a decorative line at the end of the characters. This fact makes them easier to read on screens because they are sharp. The most popular Sans Serif typefaces are Arial, Trebuchet MS and Helvetica . However, you can use a Serif font for the headers . The most used Serif fonts are Times New Roman and Georgia.
Great writing
On average 16 points is ideal, the titles will be able to differentiate themselves from the body of the text with 26 points . To clearly distinguish your signature from the rest of your email, put it in a smaller size of 12 points . However, be careful if you use different font characters as the sizes are not the same.
Hierarchy
Respecting the hierarchy makes your email easier to read. Practice the classic layout rules . So don’t hesitate to use titles, subtitles, as well as space between paragraphs and between lines. most commonly used line height 22 and 24 points .
Too narrow spaces between characters influence the readability of your email. Times New Roman and Georgia seem to be in this case. Courier/Courier New font offers a good distance between their characters.
The spaces between different elements of the email are equally important.
Number of fonts and colors
Two different fonts (three maximum) will be more than enough to emphasize the hierarchies in your message.
The same goes for colors. They must be used judiciously. It is imperative that the links stand out in your post. It is advisable to only use color to highlight your brand . Typically, the color blue is reserved to accentuate links . However, you can create links to the color of your logo.
Anchor text and button
To make your link stand out from the rest of your post, make anchor text consistent with the content of the link. Do not make links with a single word, it will risk getting lost in your text.
In the same concept, the buttons have a more interactive shape. They are ideal for encouraging people to try your products. Make sure the color of the button stands out from your overall message.
Banner and image
You are free in the design of your email banner and your images. You can choose your typography. The most important thing is that it is readable and highlights your brand. Although you have to be careful that the text is not too long. The message should inspire the user to continue reading the email.
For images, it is recommended to leave space before and after for clarity.
Don't risk using unusual fonts in your email, as they are not guaranteed to appear in your reader's email. Typography that is not supported will be changed. You risk sending a garbled or even obscured message. Just make sure that the font you choose reflects the objective of your content and adapts to your activity.
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