Best Font for Email: Navigate through the good, the bad, and the ugly (video infographic)


Have you ever thought about the importance of your policy?

Think of it this way: have you ever read something and seen one letter wrong for another? And for a while you have to take a duplicate and figure out what is actually being said.

Like a grocery store that sells lime containers, there is no problem. Right ???:

Too many questions here.

If you laugh aside, this is just one of the more apt examples of bad fonts. And you will be surprised to learn that even the most well-known and thoughtful brands are guilty of this offense.

The choice of web fonts makes a huge difference, especially when used for digital internet marketing and in email and visual design. Even the font and font size make a big difference in how consumers see your brand. Your font can support a certain theme, contribute to the overall feel and personality of a room, and can make or break your posts seriously.

Today we are talking about the selection of fonts, which is related to email marketing. When choosing which font to use in your brand’s email campaigns, there are a few things to keep in mind.

Is the font really that big?

Ummmm… YES. Fonts come in a variety of types and sizes, and the way letters are displayed in email clients – including shape and spacing – can affect your reader. For example, look at some of the examples provided by Really Good Emails.

The font you choose has a personality and conveys a complete message. So if things seem a little underwhelming or just don’t match your message and overall branding, your prospects will see it. There are some safe web fonts you want to keep in mind if you want to keep readers from thinking. ‘The …?’

Take, for example, poor Ralph and Joe, who made an unfortunate font choice for their masonry.

Sorry, boys, but if your tile looks like your font, I won’t be hiring you to improve my kitchen anytime soon.

Here is another one:

Do you still feel calm? ARE YOU SURE ???

Here we can see that factors like punctuation and color choice also play an important role.

Let’s try something more like:

It’s much better.

Worse, if your font is turned off, readers and understanding will drop as well. Recipients can be easily distracted by looking like Cs, or using a fun and playful web font in a business email with a serious message. A web font that fits your message and branding, on the other hand, can help grab recipients’ attention and thus improve overall throughput.

Choose your policy: things to consider

Before you choose your email font, here are some questions you need to answer:

  • Why should we care about the best fonts we can use in emails? Font size, font, and general font make a big difference in how you promote your brand and email message. A default font can have a very different impact on readers than a custom font. The choice of fonts is an important representation of your voice and your brand and can make or break your first impression with consumers.
  • What type of message do you want to send? Is the email about something fun and exciting? Or does it have a more formal and heavy tone? This should all play into your choice of font.
  • Will you be using the same font everywhere? Looking for consistency or to shake things up a bit? However, keep in mind that the best practice is not to use more than two fonts. Email Kevin George of the Monks to associate a decorative font with a simpler font can be a great way to support brand personality. But remember, we’re not kids playing in a word processor anymore – it’s important not to go overboard.
  • At fat or not fat? Using certain words in bold or italics can change the way a font is displayed and affect the overall message and comprehension.
  • What vsOlOr are you going to use? It’s important to think about things like the background color here to make sure readers don’t have any issues. Also as brand and colors of your company in mind, especially with email signatures.
  • Will it be HTML or plain text emails? HTML allows you to include hyperlinks, custom fonts, and other design and visual elements, and is generally best used to support marketing campaigns and encourage encouragement.
  • Is it readable? I mean, that’s the whole point, right? Remember to take into account things like the shape of the letters (some letters can be easily twisted with others in a flowing, more floral font) and spacing, especially in the design. It’s also important to think about how things will look on different screens, especially mobile devices.

Fonts: the correct one

If you choose the right font family, you can make email copying simple and satisfying.

That being said, there are some font families that have proven to be safe for the web, easy to read for copying email, and some of the best fonts for platforms.

Serif font is characterized by short tails at the edge of the letters that lead the reader’s eyes from one letter to another.

Serif font is characterized by short tails at the edge of the letters that lead the reader’s eyes from one letter to another.


Times New Roman [a favorite for college essays]



These fonts are often used in printing because it is easier to read these other prettier fonts. I bet your favorite book was written in the Times. Writers who are looking for something clear but also more formal and factual should use Serif fonts.

Without wheelbase contains characters without lines or tails (get it? SANS-serif?). You can recognize this as your default font. Brafton uses Sans-serif for many of our employee emails and email signatures, as these are some of the most secure web fonts.

Without wheelbase contains characters without lines or tails (get it? SANS-serif?). You can recognize this as your default font. Brafton uses Sans-serif for many of our employee emails and email signatures, as these are some of the most secure web fonts.

This font family supports a more comfortable tone and contains:




It’s often the best choice for email messages because it’s clear, evenly spaced, and easy to read on almost any screen size. Arial is an easy choice because it is often a standard font; this makes choosing one of the safest fonts on the web virtually effortless.

Fonts: The Bad

Certain fonts – unless you want a crazy, really nice feeling (like a toy company or something), it’s best to stay away, especially in the main copy of emails. However, depending on the message you send, these fonts may have a place in certain parts of your email, such as headers.

Writing the fonts look a lot like handwritten italics, and many are just a little lighter than the last prescription you received from your doctor.

This includes fonts such as:

Lobster and Pacifico.

While it may offer a more popular and even more personal feel (because it looks like handwriting), prospects won’t appreciate having to worry about deciphering the message.

Decorative fonts are generally only used for logos, slogans, or headlines, as they typically attract more boldness and attention than other fonts.

Think about:



If you’ve decided to mix up the fonts in your email, you might want to consider a more robust decorative font for the header, paired with a more standard, lighter font for the main text. Used sparingly and specifically on a large scale, decorative fonts and fonts like these can provide statement elements in the design and evoke a certain mood or emotion in readers. However, these fonts should be large enough to read and should only be used sparingly.

The ugly: avoid at all costs

Alright, we’ve come to my favorite part. These are fonts that we all recognize, even if not by their names. However, it’s (almost) generally agreed that these bad boys shouldn’t appear in emails:

  • Comic Sans: No. Net… net net. Unless you send out an invitation to your child’s birthday party, no reader wants to see it.
  • Curlz: Do I have to say more?
  • Trajan: You might recognize it on almost every movie poster you’ve seen in recent years (aside from Avatar, which, haha, use Papyrus). Because it is a common font, it has become a kind of daily function. Actually, we can do better for your email copy.
  • Papyrus: WebDesignerDepot named this one “king of bad fonts, ”To follow it with“ equally childish, kitsch and boring, ”and I don’t think I could have described it better. Google doesn’t even support this font (or Curlz or Trajan for that matter) in Gdocs – and that says something.
  • Helvetica: This is my personal preference because I had an editor in college who was obsessed with this font and made us adapt the whole style of our newspaper because they loved it so much. I still have nightmares where “Everything must be in Helvetica !!!” rumbles in the background. (SPOOKY.) Anyway, WebDesignerDepot agrees with me here and notes that the Helvetica is versatile and highly visible, but also overused.

The font you choose has a huge impact. I mean, if I had written this whole piece in that boring font, you probably would have stopped reading wayyyy before, right? You haven’t even read it and I don’t blame you.

So remember: different fonts have an impact. Serif and sans-serif fonts like Arial are your best friend. Keep your font consistent, but have a font. Custom fonts can be invaluable too, as long as you keep them clean and readable, but sticking to a proven and secure font family can improve your email engagement in the long run.

Editor’s Note: Updated May 2021.


About Madeline Powers

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