An email 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 email software. So leave creativity for printed materials. Instead, remember to respect the standards and bet on simplicity.
Here are some rules to follow to make your email readable.
Opt for a standard font
The concept is not the same for the creation of your website and that of your e-mailing campaign. Even if you want your content to stand out, not all fancy fonts always display correctly in customer 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 the old version of Microsoft Outlook Calibri and finally for Outlook 2007/2010/2013Times New Roman.
To ensure that your message will arrive as you designed it, use fonts that are compatible with different email solutions. You can also directly use the fonts offered in the editor’s block bar
Here is the list of the 8 best safe fonts you can use:
- Arial is the most used. It comes with all Microsoft versions and client emails;
- Helvetica is one of the most widely used. It is easy to read;
- Times New Roman has a traditional look. 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 is sans serif character. It was designed for on-screen reading.
Users spend about ten secondson their email. That’s why your message needs to be readable very quickly.
However, a good font type 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. Indeed, 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. But you can use a Serif font for headers. The most commonly used Serif fonts are Times New Roman and Georgia.
On average 16 points is ideal, the titles may differ well from the body of the text with 26 points. To distinguish your signature from the rest of your email, put it in a smaller size 12 points. However, be careful if you use different font characters as the sizes are not the same.
Hierarchy compliance makes it easier to read your email. Practice the classic layout rules. So feel free to use headings, subheadings, and the space between paragraphs and between lines. The most used line height is between 22 and 24 points.
Spaces between characters are too narrow negatively influence the readability of your email. Times New Roman and Georgia seem to be in this case. On the other hand, the Courier / Courier New font offers a good distance between their characters.
The spaces between the different elements of the email are just as important.
Number of fonts and colors
Two different fonts (3 maximum) will be more than enough to emphasize the hierarchies in your message.
The same goes for colors. They must be used wisely. It is imperative that the links stand out in your message. It is advisable to use only color to highlight your brand. As a rule, the color blue is reserved to accentuate the 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 message, make an anchor text consistent with the content of the link. Do not make connections with a simple word, it may get lost in your text.
In the same concept, the buttons have a more interactive shape. They are ideal for encouraging your interlocutors to try your products. Make sure the color of the button stands out from your entire message.
Banner and image
You are free in the design of your email banner and images. You can choose your typography. The most important thing is that it is legible and that it highlights your brand. Although care must be taken to ensure that the text is not too long. The message should prompt the user to continue reading the email.
For images, it is recommended to leave a space before and after for clarity.
Don’t risk using unusual fonts in your email, as rendering on your reader’s email is not guaranteed. Typography that is not supported will be changed. You may send a scrambled or even obfuscated message. Only, make sure that the font you choose reflects the purpose of your content and adapts to your activity.