The finer details matter a lot in small business marketing. Readers may not consciously note specific elements, but they contribute to the overall impression of every message.
Fonts are one area you should never overlook. Today, we’re investigating all aspects of font usage and sharing the best font size for email marketing in 2024. Are you up to date?
In this article, we will be taking a look at:
Let’s go ahead and jump right into it.
Font size dictates how small or large typefaces are on every type of screen. How the size impacts readability depends on the font family.
Serif fonts are the standard for most print media. Sans-serif fonts are those we typically see on the web. Sans-serif typeface is better for smartphones, tablets, and computers because the characters offer optimal spacing and consistent height.
For reference, common examples of serif fonts include Times New Roman, Garamond, Georgia, and Cambria. Popular sans-serifs are Arial, Helvetica, Calibri, and Trebuchet MS.
Going further, monopsace fonts feature characters that all take up the same amount of space. This category includes certain types of Courier and Roboto.
Making the right font choice improves readability and conversion rates. Font size and type are both critical to the psychology of marketing, but the size can make or break the amount of time a recipient spends on your message.
Small font, for instance, frustrates the reader. They will simply navigate away from the email. Font that is too large feels unprofessional because the user knows the sender didn’t bother optimizing the message for all devices. They have to keep scrolling to parse the message together and important components such as the CTA can get lost.
Some research has shown that some harder-to-read fonts can provoke “desirable difficulty.” The reader has to work harder to absorb the material and may therefore have better recall.
This is more likely to apply to print materials such as textbooks. In email marketing, research indicating that larger fonts improve recall is more useful. This is because we don’t invest deeper thinking and information processing in emails.
Fonts that skew larger - but not too large - are ideal for marketing purposes. We’ll share more about the type of font and exact sizing coming up.
Email marketing is when a brand or organization communicates via email. These commercial messages are sent to interested groups of people to advertise, offer deals, highlight the value of a product or service, and more.
Successful email marketing begins with a list of recipients. You can buy an email list, collect sign-ups from forms on your website, or gather them from a combination of multiple channels. What matters is that the recipients are active and have a relevant interest in what the brand offers.
Here are some examples of who might use email marketing and why:
Email marketing is combined with other marketing tactics like social media, sponsored collaborations, blogging, and more to create a complete strategy.
Typography is an art and science since the text should be appealing but also prioritize legibility. In email marketing you must always consider branding but also how professional and appropriate the font type is.
Comic sans is the most popular example of a font that people find visually unappealing. It doesn’t have the proper weight, straight lines, and pleasing strokes and angles we’re accustomed to in professional communications.
Comic sans is a good reminder that fonts help determine the success of an email marketing campaign. People don’t take all email fonts seriously. Whether or not “serious” is a part of your brand, you do want to command some respect.
The size and style of the chosen font should:
Coming up, you’ll learn how audiences can help you choose the right font.
The best font size for email marketing is usually 12-point. This is the default size among many email service providers (ESPs). Newsletters and other types of marketing materials (brochures, guides, catalogs, flyers) may be 16-point for enhanced readability. A 16-point font is also best for buttons users click for purchases and sign-ups.
Format an attention-grabbing title or headline can in 20 or 24-point font.
The font size recommendations above aren’t universal. Use the following tips and advice and conduct A/B testing to reveal the audience preference.
At least 50% of all emails are opened on a mobile device. Never send a message without testing it for mobile-friendliness. Ensure it is legible, organized, and properly oriented on both mobile and desktop browsers.
For instance, you may find that the 24-point header needs to be scaled down to 20.
The age and profession of the audience are a few factors impacting how you format emails.
Use demographics to predict where and how they’ll view messages. Businesses and older populations are more likely to use a desktop while younger people will almost certainly use a smartphone or tablet.
Today’s providers such as BookYourData offer verified email lists. They promise 97% accuracy in supplying deliverable addresses that can make accessing metrics and insights easy.
Sometimes the content chooses the size of the font. You wouldn’t want sensitive information or private subjects displayed in larger type. You’d also naturally choose larger fonts for topics relevant to visual impairment or aging.
The effect font size has on a reader may be subliminal, but the results are real.
The wrong font is distracting and prevents the user from focusing on what you want them to do next. When an email can be effortlessly read, users are more likely to interact with the content by clicking the CTA or reaching out to you.
Measure responsiveness by using an email provider that lets you see if someone read your email.
Unusual formatting is just one of many spam indicators affecting your sender reputation. Don’t go smaller than 12-point or larger than 38-point to maintain a favorable, direct-to-inbox delivery rate.
Poorly crafted subject lines are another major way to end up in a spam folder. Stay in main inboxes by learning how to write subject lines that work.
If you haven’t chosen a font size yet, here’s the bottom line.
The body of the text should be between 12-point and 18-point. If you anticipate a lot of mobile users, try 14 to 16-point for both readability and accessibility.
Headings should be 20-point to 24-point. Adjust this based on your target audience and branding but avoid going up to 36-point font.
Format to draw the eye to key points and facilitate easy scanning of the entire message. For example, bold headlines and important words and offers.
Just be sure not to overuse bolding or italics in the body copy. Be realistic about where this would have the most impact.
We’ve identified the best font sizes for email marketing. What style of font is best?
A web-safe font is one that’s accessible, easy to read, and compatible with the largest percentage of devices.
Here are some of the most popular web fonts for your email list:
Font size is part of the psychology of a successful email marketing campaign. On the surface, it’s also part of how you demonstrate professionalism and general digital competence.
Finally, always ensure that your efforts aren’t wasted on inactive email addresses. Services such as BookYourData can help since they update info in real-time and triple verify bulk email lists.
Font size matters on mobile because smaller screens mean you must make more efficient use of space. Do not exceed 16-point font for the body copy.
Segmenting email lists and conducting split testing on two different font sizes can reveal which size increases open rates and click-through rates. It’s a core strategy for getting maximum ROI on email campaigns.
Custom fonts can help your brand stand out, but proceed with caution. Some emailing services don’t support them. They also may not be compatible with all devices.
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