Email Safe Fonts vs. Custom Fonts

In the modern world, we are surrounded by information everywhere. Netizens often do not notice what font different companies use. But marketers and other promotion specialists devote much time to this issue. After all, the right choice of the font evokes the necessary emotions in the reader and influences the perception of the text.

Fonts are classified into two types: email safe fonts and custom fonts. Each of them has its own distinctive features, advantages, and disadvantages. Read on to find out more about these fonts and what are their main differences.

Best Fonts For Emails: Why Should You Be Careful About Picking The Font For Your Campaign?

The font for email you use in your messages is an essential part of your company’s image. In order to create the desired perception among customers, it is worth taking the appropriate option seriously.

First of all, we must remember the style. The typeface should match your industry and reflect the mood of the company. For example, if you provide legal services, it is clearly worth choosing a more strict option and avoiding florid, rounded fonts. And fonts with serifs and crisp lines are not suitable for the entertainment industry. Good font for email is the face of your company on the Internet, so make sure that the font matches your style.

Do not forget about the technical side of the issue. If you decide to use your own font, some difficulties may arise. Such fonts are not displayed on all devices and platforms and are automatically replaced with a fallback version. If you do not pay due attention to it, a situation may arise when the soft, rounded font turns into a straightforward and strict one. This radically changes the perception of your company by customers.

Use Email-friendly Fonts

In order to avoid technical complications, you can refer to the email most used fonts: Arial, Georgia, Verdana, Helvetica, Tahoma, etc. They are called email-friendly, and several reasons for their popularity among users are known.

The reason number one is the mentioned fonts are standard. You can find them on all kinds of devices, which in turn eliminates the option of switching to a fallback font and the associated potential problems.

The second reason is versatility. The fonts above are easy to read and neutral. What is more important, they are completely safe.

But it is also worth noting that web fonts in email do not always serve well, and you might not create a unique style.

Custom Fonts in Emails

Originality and creativity are given by proprietary fonts. With their help, you can find the option that suits your field of activity and correctly reflects the mood of the company.

Such fonts are commonly used by companies that already have their own brand and recognizable style. Unlike email safe fonts, custom fonts allow you to create unique designs and offer many more options.

However, there is a technical aspect to consider when using custom fonts in email. To use your own font, you have to work hard and write it yourself in the html code. Also, do not forget that such fonts are displayed not on all devices. This means that you need to take care of the fallback and make sure that the text is displayed correctly. Email service providers may also offer you a backup plan, but this only happens half the time.


The font you use has a significant impact on the readers and their perception. Modern technologies allow you to use both universal fonts for email and your own ones. The former are safer and avoid technical problems, while the latter are able to emphasize your individual style. But regardless of which font you use, remember that it should fully reflect the concept of your company. This is the only way you can create the right impression with your client.

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