While email marketers are going crazy with images, GIFs, videos and other eye-catching ways to allure email subscribers, there's one basic, yet effective, element that can make your emails stand out among the rest in the most subtle way - typography.
What exactly is typography?
Simply put, typography refers to the way text is displayed in a document.
In email marketing, typography plays a pivotal role in creating interest in your products and services, and also strengthening your brand image. But choosing the right fonts for your email can be tricky.
Basically, there are 4 categories of fonts used in emails - 'Serif', 'Sans Serif', 'Slab Serif/Monogram', and 'Calligraphy & Brush'. However, just knowing these fonts may not be enough - there are many factors that affect your choice of fonts in your emails, one being the industry you cater to.
Here are four key points to keep in mind as you sit down to choose the right font/fonts for your emails.
1. The principal and secondary fonts
Serif and Sans Serif (and the web safe fonts categorized under these two) are the two fonts that are most commonly used in emails, the key reason being good readability. In case you're planning to use a custom font, it's essential that you provide a fallback font.
After you've selected the primary font, you can now look for other fonts to go with it. Instead of selecting a new font, you can play with other fonts in the same family as the primary font.
2. Within the ideal limits
Nobody likes to read long sentences that cover the whole width of the email, and there's a good chance that your subscribers won't read them at all. Six words of 12-14px size are considered ideal for reading on desktop and mobile.
3. Space is important
Remember that 54% email users check their email on a mobile device. The spacing between two lines, and two characters, can play an essential role in the overall look of an email.
Make it easy for your subscriber to read the email on whichever device they use to check your email.
4. Colors and white space
Colors help to grab attention, and if you succeed in finding the right hues in the right combination, you're on a winner. But equally important is keeping white space around the typography so that it's highlighted in a better manner.
Are you looking to get a better understanding of how the use of typography in your email marketing? Check out this infographic on Typography in Emails.