Choosing the best font for your marketing emails requires careful consideration. You may not have realized it, but font style matters just as much as your message. Here you’ll find all the information and tips to help you select the best font for email.
The last thing you want is to spend hours crafting your email copy only for it to be unreadable or give a poor impression of your brand.
Typography plays an integral role in the look and feel of your email. It’s a powerful tool when it comes to capturing and holding a reader’s attention.
With such a wide selection of fonts out there, choosing the best email font can be difficult.
In this guide we will explain the different types of font families available and give you our recommendations on selecting one that does justice to your brand image and drives home your email message.
Elements to consider when choosing the best email font
Your company’s branding:
Typography is a very important aspect of your brand image and the impression you give your contacts. You want to choose a font that accurately reflects your brand voice, aesthetic, and the professionalism of your business.
For example, if your tone is formal and serious then you should avoid novelty fonts.
Choose a font that’s clearly legible. Consider the spacing between the letters. Your font should be suitable for scanning and skimming on devices of all sizes.
The best email font for you is one that is neutral and blends in harmoniously with the other aspects of the email. After all, you don’t want to draw attention away from your calls-to-action or other important buttons.
Email font families explained
We’re about to cover the three main types of email font: Web Safe fonts, Web Fonts and Monospace fonts.
Web Safe fonts
Also known as standard fonts or cross-platform fonts, these are the fonts that are recognized globally across all devices and email providers.
Web Safe fonts can be classed as either Serif or Sans-serif. ‘Serif’ means that there is a little tail at the end of each letter, ‘sans-serif’ means ‘without a tail’.
Accessibility: A Web Safe font is the safest bet if you want your email font to show up exactly as intended to all who read it.
The email is also likely to load faster as the font is already available in the system.
The selection is limited and already used across a large number of marketing emails and websites, leaving little room for originality.
Discover Sendinblue’s collection of Web Safe fonts
When you use Sendinblue, you can choose your best email font from the following selection:
Formal yet versatile, Georgia has been used for screen display since it was released by Microsoft in the 1990s. Frequently used in online newspapers and magazines, it’s great for reading long passages of text on a screen.
Commonly used in printed publications like books and newspapers, Times New Roman is both classic and practical. It’s traditionally been the go-to font for academic writing. However, it’s considered unsuitable for screens and it’s over-usage in the 00s has led it to be seen as outdated.
Known for its elegance and sophistication, Palatino is commonly used in books because it’s ideal for reading long passages.
Verdana ranks high in terms of readability as it is one of the most easily read Web Safe fonts. It was designed specifically for on-screen text. Verdana is easy to read, simple, and highly functional as it can be used for any on-screen purpose.
The letters of Trebuchet MS have subtle curves that give the font a decorative and artistic feel. Trebuchet MS is an established Web Safe font that will add style to your text but be wary of using it for long passages as the decorative features can be difficult to read.
Arial is known for being contemporary, modest, and versatile. It’s used across all types of documents both online and printed such as newspapers, magazines, reports, advertising, etc.
Arial is one of the most standard and widely used computer fonts. Some would even say ‘over-used’ which means it can sometimes be seen as bland and boring. If it’s originality you’re after, then maybe this isn’t the best email font for you.
Arial Black is simply the bold version of Arial.
Designed especially for screen use, Tahoma is highly versatile. One of its strongest points is that it maintains readability regardless of font size, meaning it can be used for both headings and small blocks of text.
Each letter is clearly distinguished from the others which makes this a great font for people with dyslexia.
Although largely considered outdated and unattractive to look at, this is still a useful font if you are writing for fun or want to come across as playful.
Lucida works for both print and on-screen documents. Classic and sophisticated in appearance, this font is popular for websites.
Impact works well for headlines, taglines, or any short combination of words. Not suitable for long passages of text.
Web Fonts are specifically designed and licensed for use on websites, examples include Google Sans and Roboto.
While very commonly used in website design, Web Font remains largely experimental when it comes to HTML email.
The intended font will only display in the recipient’s email if it’s compatible with their email services provider.
Web Fonts are great if you know what email providers your recipients use. If the Web Font is incompatible, they will be shown the email provider’s default font, or a fallback font that you specified when designing the email.
One way to get around this is to use the desired Web Font in an image – but never send an image-only email. Emails composed entirely of images pose problems such as taking too long to load and being inaccessible to screen readers.
You have the flexibility to choose an attractive font that’s on-brand, shows personality and adds to the overall brand experience.
Not accepted everywhere: Web Fonts are only sure to display correctly with certain email providers (Apple mail, iOS Mail, Outlook app, Google Android, Outlook for Mac, Samsung Mail).
While Web Fonts are on the rise, they’re not going to be suitable for bulk email campaigns until the day all email providers recognize them.
Monospace fonts are essentially typewriter fonts. The letters and characters occupy the same amount of horizontal space.
Sendinblue offers one Monospace font: Courier New, which is similar to Times New Roman.
They’re great for giving your email a minimalistic feel.
Words take up more space as a result of the fixed character width. Not suitable for long passages or blocks of text as characters tend to blend together,making the text harder to read.
Monospace fonts don’t display for all email providers.
How to choose the best email font
When it comes to choosing the best font for your emails, we recommend you choose from one of the following two options.
Choose a Web Safe font that’s readable and fits your brand as closely as possible
It may not match your brand tone and personality exactly but the selection is varied enough that you should be able to reach a relatively close fit.
The advantage, of course, is that your font is going to show up exactly as intended for ALL your recipients.
Using the same font for both header and body guarantees a seamless design but that’s not to say you can’t combine fonts as long as they go well together. For example, it’s common practice to combine a sans serif header with a serif body text.
Choose a Web Font but set a Web Safe Fallback Font (just in case!)
Select a Web Font that matches your brand perfectly but set a Web Safe Fallback Font as your backup. This way you’re covered if the first-choice Web Font isn’t compatible with your recipient’s email provider.
Sendinblue gives its users the option to add both web fonts and fallback fonts when designing emails:
How do I add a Web Font link to an email on the Sendinblue platform?
One quick way to locate the link of a Web Font is to use Google Fonts.
Search for the desired font and then click on the ‘+’ symbol. A tab containing the font family details will appear on the bottom right of your screen.
Open the tab and copy the link from the HTML code, as indicated in the image below.
Paste the link into the ‘Web Font Link’ box when editing your email text on the Sendinblue platform.
Find the best email font for your brand
Never underestimate the power of typography when it comes to getting a message across effectively.
It’s time to take what you’ve learned and go choose the best email font for your marketing emails – or perhaps update your current font to something that suits your brand better.
The Drag & Drop Editor on the Sendinblue platform is a great place to experiment with different fonts. Once you’ve opened an account, you can send up to 9000 emails per month (or 300 per day) for free.
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Content Marketing Specialist @ Sendinblue. A Modern Languages graduate turned B2B tech marketer, I’m on a mission to bring helpful digital marketing tips and advice to SMBs. Interests include startups, Gaelic football, and good French wine. 😉