The text font is one of the essential components in any marketing communication materials, such as brochures, online articles, and emails. The appropriate text font adds to the design and aesthetic feeling, text readability, and the reader's impression by reflecting your brand identity.

Perhaps it implies you shouldn't overlook this seemingly minor yet crucial design element. Typeface restrictions are imposed by email channel technology. So, if you want your emails to appear friendly to all of your readers, you can't use whatever custom made font you like.

Why should you care about choosing the font for your email?

This is due to two significant factors.

• The first step in selecting the appropriate font is to ensure that the typeface and the subject you're writing about are compatible. The Times New Roman font, for example, is well-known for its usage in papers. My Master's final theses include hundreds of pages written in Times New Roman. As a result, it's probably not the ideal font to use in your email if you're attempting to establish a friendly relationship with your readers.

• The second reason is a technological one. Fonts are not displayed in the same way in all email clients. Outlook, Apple Mail, and Gmail all have their own set of default typefaces that vary from one another. If the desired font style is compatible with your subscriber's email client, will your message be displayed in that font style? Your message will be displayed in the specified email client's fallback font in other circumstances. Which may be a long way from the original plan.

So, what's the best way to prevent a mismatch?

Use fonts that are suitable for email:
A list of typefaces deemed safe to use is included in an email comparable to the web. This implies that your subscribers will all view your content in the same manner if you use them. Arial, Verdana, Helvetica, Georgia, Tahoma, Lucida, Trebuchet, and Times are the most common safe fonts for email.

Email-safe fonts contain fallbacks, as seen in the table at the bottom of this article. Their alternatives, on the other hand, are so close that no one will notice the difference.

Emails with Custom Fonts:
Using email-friendly typefaces isn't always enough. One of the reasons for this may be a requirement to adhere to brand identity. In this scenario, email service providers will allow you to manually import the font you want into the custom email HTML and give a fallback if necessary (in 50% of cases).

Though online fonts and email fonts are a problem for many internet users, the fallback fonts provided are the ones you're most likely to use anyhow. So why not try something new and create a campaign using fresh fonts?

What Should You Do If Your Brand Fonts Aren't "Email Safe"?
Brands may use a variety of sophisticated fonts to convey their brand identity. Although some of them (at least those on the list above) are worth trying, the most abundant ones should be avoided in email copywriting. However, they are still excellent for use in email images.