Typefaces of what is meant by Email & How to Select a Good and Suitable Font

The thumb rule for marketing anything is to package it in a visually appealing way. Shapes, images, colors and appropriate typography come together to draw viewers’ attention to your product. In this article, we shall be focussing on the impact that typography in your email has on the overall user experience and how to choose your email fonts to create uniformity across all devices.

Aesthetics play a major role in the modern world. From what you wear to what you buy and even what you prefer to see, visual appeal is one of the major deciding factors. Plain HTML formatted web pages and emails are things of the past; no one would like to experience such a ghastly oddity.

People want dynamism in whatever they see: a burst of color, a dash of witty sentences, a couple of images or shapes of varying styles and some user interactivity. Email designers are in constant strive to include these in their emails, which is evident in the emails below.

Kerning: When you read a text, your eyes tend to follow a pattern in which the characters are written. So, it is necessary to have some space between two characters in order for your eyes to seamlessly jump from one to another. This spacing between two characters is called kerning.

The kerning and the margins define the characters per line. If you keep the characters per line very large, the time needed to reach the beginning of the next line in the paragraph shall be too long, and this will tire your eyes faster.

Line spacing: In conjunction to eye scanning, the spacing between two lines in a paragraph is as important as kerning. Keep the line spacing less and you may end up reading the same line again and again instead of progressing to the next line or you may even “jump” between two lines.

Fonts express individuality

Each typeface expresses a unique personality. And based on the readability, a specific typeface can be used for email copy or for decorative purposes. Those used for email copy, are further categorized into 4 types.


The typefaces falling under this category (Serif) are easily identifiable by the small extensions each character has. These fonts were inspired by the Latin inscription and have been used extensively in printed works such as magazines, books, newspapers, and government documents. So, a copy written in serif fonts reflects a formal or authoritative feel. Some of the examples of this category are Times New Roman, Baskerville, or Georgia typefaces.

Sans Serif

Remove the embellishments from the Serif typefaces and the typefaces fall into a different category i.e. Sans serif. They have a modern & clean feel to it. Most web typography revolves around using sans serif fonts. The most commonly used ones are Franklin Gothic, Helvetica, and Century Gothic.


Handwritten letters are quite a nostalgia amongst the baby boomer generations. This is the inspiration behind the calligraphy typefaces. They stand out and tend to convey elegance, fun, and a casual feel. Some common examples of script fonts include Lucida, Brush Script, and Edwardian Script ITC.


As the name suggests, monospaced typefaces are typefaces where the kerning, as well as the space taken by each character, are the same. These typefaces were developed for telegrams and early computer displays. While they are very rarely used in emails nowadays, they are best fonts for creating ASCII art. Courier MS is a good Monospacedtypeface example.

How Email Clients render fonts and importance of Fallback Fonts

Before we learn to choose the best fonts for emails, it is important to understand which email clients support custom fonts and how they render the fonts. Except for some email clients such as Apple and iOS mail, email clients cannot dynamically fetch fonts from a remote server. This is a major gap between designing for a web page and an email. You cannot use a web font in an email copy.

So you must be wondering how email clients render fonts in emails. Email clients normally render only those fonts that are available on the device which is used to open the email.

For those email clients which support custom fonts, the email client checks whether the primary font is available in the system. If the specified font is not available, it moves ahead to render the fallback font. So, it is necessary to provide an appropriate fallback in order to deal with a situation where the primary font chosen by you is not available in the email recipient’s device.

In case you are using a customized font which doesn’t have a suitable fallback font, it is advisable to use the font in the form of an image instead of text.

How to choose fallback fonts

While choosing fallback fonts, it is important to see to it that the fallback does not alter your layout in any way. This means it should accommodate itself within the same space taken by your primary font and give the same look & feel. To achieve that, your fallback font should satisfy conditions mentioned below:

  1. Same font style: If the primary font is serif, your fallback font should also be of serif styling.
  2. Similar kerning
  3. Same aspect ratio: Each character has an x-height and set-width, which states the length of a line drawn from the top of letter ‘x’ to the baseline (x-height) and width of each character (set-width) which aids in determining the characters per line. Moreover, taking into consideration the ascender & descender line helps in determining the line spacing.
  4. Same font weight: This can be ignored if the aspect ratios are matching.

    Some Best practices followed

    1. Understand the tone of your email and choose your fallback font first

    No matter how alluring and visually pleasing a font may be, it must go with the tone of the email. Moreover, as discussed earlier, a fallback font should be such that it doesn’t affect the overall layout. So, it is better to choose your fallback font before confirming your primary font.

    1. Emphasize your text with appropriate color

    Like we said in the introduction, images, text, and colors make an email worth reading and so it is important to leave behind the traditional black text on white background. Experiment with background colors and vibrant font colors based on your branding guidelines while keeping the psychology of colors in mind.

    1. See how you type


    Moreover, with almost 51% emails being opened on mobile devices, it is important to keep the font size between 14-16pts to enable your email recipients to read the email copy from a distance.

    1. Align your text and stick to visual hierarchy

    Text alignment is an overlooked aspect since most of the users in western nations read left to right. But over a billion people still read and write in languages that are right to left. So if your subscriber base is global then it is important to see the alignment of your text.

    Moreover, it is important to maintain the visual hierarchy. Your information flow should be in the form of an inverted triangle. Make use of headings and subheadings, convey your message via email body copy, and end with the call-to-action button.

    Here are some interesting examples of how a few popular brands are nailing the typography game.