The right font for your newsletter

It may seem a trivial matter, but choosing the right font greatly influences the readability of your emails. Whether dealing with plain text newsletters – or also large quantities of images – a sentence written in unclear characters is a blatant sign of not paying enough attention.

It doesn’t end here. Some interesting psychological studies about font perception have been carried, aimed at identifying what feelings fonts transmit. And how to go about utilizing them so as to give a greater or lesser feeling of seriousness and freshness. An excellent example of this kind of study is this article by Shaikh, Chaparro, and Fox published by the University of Wichita’s Software Usability Research Laboratory.

Putting this into practice, however, the choice of fonts is endless – here are some that Wikipedia has collected. A fundamental difference that should be kept in mind is between serif fonts – adorned with frills and small embellishments – and san serif fonts – plan and simple:

Many come to conclusion that the font size or the type of font used can never be influencing the email in any way. Even though the subject is well articulated and gives a throw of the subject, the way it is presented is important. An even size and clear format will be attracting the person to read more. Find this to give you better ideas.

It is generally believed that the latter are more suitable for websites. In fact, the vast majority of newsletters and emails are written in Arial or Verdana fonts – and in fact with these it’s pretty difficult to go wrong.

However, this doesn’t rule out the possibility of using serif fonts in the world of email marketing. Here’s how the cutlery maker William Turner puts these fonts to good use:

 

Nevertheless, the golden rule to remember is to avoid any unnecessary or presumed “refinements”. Using very elaborate or excessively italic fonts such as Segoe Print or MV Boli will only adversely affect the readability of your email.

Of course, one’s choice also depends on the type of message being sent. You’re better off choosing very simple stick letters when writing text rich emails. If the amount of text is limited to a few lines – and involves slightly larger font size than usual – you can be a bit more daring.

As for the final visual aspect, there is still much to do in order to achieve standard renderings on the web for all types of browsers and screens – not to mention the various email clients. Therefore, the best way to verify the right choice of font is to carry out testing.

 

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