The design of the words or to be precise ‘typography’ in an email affects the decision making of the recipients, and this has been proved in various studies and researches.
Since the effective use of typography is that important in emails and email marketing, you must know how to choose the right fonts and colors for an email. Some awesome typography tips to not only make your email STAND OUT but also evoke the desired action from recipients are here:
Your email needs to have a personality of its own. Each and every element you want to include in your email – your logo, tagline, copy, social sharing buttons, etc. needs to be aligned towards a central brand personality. This will decide on the vibe you want your email to give out.
Once you decide on this, you can move to the next step, i.e. deciding on the typography of your email. Typography includes the font, style, arrangement, and appearance of the words.
Choose your Anchor Font
There may be many segments of content in your email such as headings, sub-headings, body, CTAs, etc. First, select the font for the body copy of your email. And then based on this, select the font for other segments like headings and sub-headings. You can select the fonts from the following 4 categories:serif, sans-serif,script and Decorative.
Email-safe V/s Custom Fonts:
While choosing the font for your email copy, it is worth understanding that not all fonts you wish to use in your email will be visible as it is to your subscribers. Email clients, while rendering your email,
Find Colors that Suit your Brand:
Only use those colors in your email that match your brand and limit the usage to maximum 3 colors. Usually, darker text on a lighter background works best for any type of email. And when it comes to headings, bold colors create the desired impact. When choosing colors for your email, make sure that you get the color combination right.
Keep your Email Legible:
There is no point in sending an email if people have to strain their eyes to read it. Hence, make sure that you select typography in which the letters are easily decipherable. The moment it becomes difficult for subscribers to read through your email, you have already lost the battle.
Tips to make your Email Legible and Effective:
- Avoid using more than 2 fonts:.
- Use complementary fonts:
- Keep it BIG but avoid all caps:
When it comes to typography in emails, adequate spacing between letters helps your readers move smoothly through the sentences. Lack of adequate spacing strains the eyes of the readers and ultimately makes them abandon your email without taking the desired action.
Packaging your email with the right typography is extremely important as it not only impacts the look of the content but also the way people respond to your email. And if you are successful in evoking the desired emotions and response, your marketing efforts will definitely be rewarded!