The type of font you use in your emails can set the overall look, feel and tone of your copy. And because people are highly visual and process images roughly 60,000 times faster than words (when it comes to actually reading and comprehending) it makes creating a visually cohesive and beautiful email crucial to the overall good reception of readers. Most email servers or ESP’s are limited when it comes to unique font options, but there is an alternative: web fonts!
What is a web font you ask?
Or maybe you didn’t but I am going to tell you anyway. A web font is a form of stylized text that is hosted online that anyone can download and use in email or web copy (either for free or with a payment depending on the host). It is a way to bring beautiful typography to your copy. And if you are blessed with tech skills you can host your own fonts, but be sure to allow for cross domain support (CORS) or else web fonts will be blocked by email clients (more on that later).
The Power of Google Fonts
The most popular web fonts provider is Google Fonts which has a treasure trove of texts with multiple options to tweak various preferences including the thickness, slant and width of the text as seen below:
Google Fonts is easy to use as well. Simply go to the Google Fonts page, decide on the perfect font that matches the feel of what you are looking for, click the “Quick Use” button below the desired font, verify your selection and then copy and paste your code from Google into the head or top of your email or website and you’re good to go.
Other web font applications like Fonts.com, You Work For Them and My Fonts provide extra unique typography for a nominal charge, often times well worth the price for the added benefit of a professional looking email or website.
Pros and Cons of Web Fonts
- Adds value to your copy by giving it a professional, unique and eye catching look.
- Allows you to enhance the overall tone of your email, i.e. fancy, playful, serious, etc.
- It stylizes your emails which comes in handy if images get blocked and you email is left bare bones, at least you still have attractive text that can still get your point across.
- Not every server supports web fonts so make sure to always have a fall back font that looks good such as Times New Roman or Ariel just in case your stylized version is blocked.
What are your experiences with Web Fonts? Leave them in the comments below!