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How to Choose An Email Font for Better Conversions?

Did you know that email font and conversion rate are linked? By using the right font, you can make your email more appealing to your subscribers. In this blog, learn how to choose an email font to boost conversion rates.

Icegram blog general

Last updated on January 16, 2024

Have you ever discarded an email because it looked unappealing? Let’s learn how to choose an email font for better conversions.

As odd as it may sound, every marketer has been there at some point. Some fonts don’t look good and feel unrelatable. Being a marketer, you must have realized that fonts have a special place in email marketing.

Now, imagine how many deals you would have closed if the email fonts were top-notch. Additionally, you must have noticed instances when well-known brands have changed their fonts.

It influences both engagement and people’s willingness to take the brand seriously. Inappropriate fonts can leave a negative impression even with top-grade marketing. So, selecting the appropriate font becomes your duty. It builds credibility in the target market, besides boosting the conversion rate.

You can do this as well. This article will help you choose an email font for your brand.

Email typography: how to choose an email font


How can readability significantly raise conversion rates?

When selecting a font, readability is crucial because it keeps your audience engaged. Fonts remain a crucial factor while other factors, such as format, content and subject line capture readers’ attention.

For optimum readability, choose fonts that are suitable for all screen sizes, including mobile devices. Further, inclusivity enables brands to reach versatile audiences and gain loyal subscribers. Thus, Fonts must be readable by dyslexics and people with visual impairments.

Ultimately, this will increase the probability of interaction and conversion rate.


Seeing an email with neat, well-formed letters is the best feeling in the world. Correct?

The email content is more legible when the font has properly spaced letters and even strokes. The fonts should be decipherable whether recipients read them on a large or small screen.

In addition, some fonts offer better clarity than others, even in small sizes. Thus, it benefits dyslexic and visually impaired readers. Eventually, it helps brands improve conversion rates. Thus choose an email font that complements your brand voice and addresses a diverse audience.

Psychological impact

Are you aware that specific fonts make readers feel a certain way? It is also linked to the brand’s growth.

Your font greatly impacts how well your emails work and how readers perceive your brand. It’s best to choose an email font that conveys authority and evokes feelings like warmth, friendliness, etc.

Let’s understand this with an example.

Sans-serif fonts are useful to convey the message of modernism and friendliness. Alternatively, serif fonts give the impression of sophistication and reliability. Script fonts can look elegant and playful, but are rarely used in professional settings.


Would you choose a casual font like Curlz while you have more professional options?

You’ll be surprised at how far you can go with a professional tone. The first thing to consider when selecting a font is the audience’s tone. For instance, Gen Z could appreciate fonts with playful vibes. In contrast, older audiences might prefer a more classic font.

Moreover, the font that has been adapted for your brand depends on your field of expertise. A bolder email font might fit if your business is associated with play or deals with kid’s accessories. Traditional email fonts are the most appropriate choice if the brand deals with something serious, like tech.

Once your audience finds emails relatable, your conversion rate will rise.

Line spacing

Isn’t it obvious that line spacing has a big impact on how readable material is?

Line spacing does not have much effect at large sizes. However, as the size increases, the spacing between letters and lines decreases and text can be incomprehensible. Large font sizes are inappropriate for lengthy email content. Certain fonts are also unfit to use in small sizes because the text looks cramped. You might someday see a decline in your conversion rate and bad effects on brand engagement.

Examine how well the font reads in tiny sizes and on mobile devices to avoid making this mistake. Letters should not overlap and should be readable with the correct line spacing. Verifying the font’s adaptability in bold and italics is also crucial.

By using these tests, you choose an email font appropriate for your email and notice an improvement in the conversions.

A/B testing

Choosing an email font randomly might prove to be detrimental. A combination of fonts or tested fonts might be a better way to see the results. The fonts must relate to your audience and represent your business.

Try out several font combinations to see which best suits the brand voice. See which yields better results and let your target audience decide. You need to provide a striking, personalized experience if you want to increase conversion rates and attract devoted clients.

Thus, use the split testing method when you decide to choose an email font style. Select those that are ideal for your email marketing strategy.

How to choose an email font for an improved conversion rate?

When it comes to making an impact on a worldwide audience, there is no room for error. Selecting the right email fonts is crucial because each font has a unique aesthetic appeal. Using them appropriately can leave a lasting impression on people’s minds. Ultimately, this leads to an increase in conversion rates as the opening rates of emails rise.

Let’s learn about the different email fonts that can help you boost your conversion rate:

The power of Arial

Which font did you use to write your first Microsoft document? Do you still remember it?

When you begin your email marketing journey, Arial becomes your default font. It is still the default font in Gmail, earning this honor out of other Sans serif typefaces.

So, why is Arial the default font in Gmail?

Soft curves and roundish strokes distinguish Arial from other fonts. In other words, it is preferable for its exceptional comprehensibility. It has even spacing and a sleek & modern design, making it the finest option for email headlines and texts.

Thus, its high legibility and humanistic qualities make readers engage with the brand.

The renowned Verdana

As a sans-serif family, Verdana offers a distinct style with plenty of width and space. Its strokes (diagonal, curved, and straight) are pleasing, precise, and simple, making it fit for high-resolution screens. Its unique style for small letters, capital letters, and numbers offers high readability.

Do you know Verdana is a boon for visually impaired people?

Yes, Verdana font with slick curves and thick strokes, makes it highly accessible for people with visual impairment. It opens the opportunity for brands to reach a diverse section of subscribers. That way, Verdana can improve the chances of increasing the conversion rate for your brand.

The allure of Helvetica

Helvetica’s allure attracts marketers from all over the world. In the 1950s and 1960s, Swiss designers created Helvetica or Neue Haas Grotesk, a neo-grotesque design. It became prevalent in the twentieth century. It is known for its dense & solid appearance and unusual strokes.

Because of its high readability from a distance, it is ideal for use in various fields. It includes marketing, business, promotions, and presentations. Its versatility includes

  • Designs for logos
  • Posters, banners
  • Road signs
  • Business cards or invitations
  • Branding projects
  • Blog theme designs
  • Social media posts
  • Brochures

If you wish to choose an email font for simple text, short/ long paragraphs, and text bodies, Helvetica is appropriate. It raises the chances of conversion rates by prompting readers to scroll till the end.

The fluidity in Georgia

Why does Georgia have such high regard when writing official documents? Aren’t you curious?

The Georgia font adds character to the text while providing legibility and charm. It delivers clarity on low-resolution screens and exudes friendliness even in small sizes. Created by typeface designer Matthew Carter, it accentuates the gracefulness of the text.

Georgia font has high compatibility with computer screens (small screens). It showcases effective writing in Italics and print sharpness. All these attributes make it one of the most preferable choices for email copy.

The elegance of Tahoma

As you know, Tahoma was designed especially to deal with digital content.

Tahoma is another appealing sans-serif typeface designed by Matthew Carter. This typeface is a TrueType font because it can be rotated and scaled to different sizes. It’s common in presentations and user interfaces. As a result, it is famous as the ‘professional text’ style in the tech world.

It’s noteworthy that Tahoma and Verdana are popular go-to fonts in the tech world. What distinguishes them is that Tahoma has its usefulness for body text. In contrast, Verdana is useful for titles, headlines, and other large typefaces.

The specialty of Lucida

Lucida is the one-of-a-kind font in the Sans family that can help you improve the conversion rate. Do you know how?

Lucida, a Sans family font, has tall lowercase letters, wide apertures, and broad-spaced letters. It gives texts a classic appearance, making them user-friendly. It is useful in directories, tables, manuals, telefaxes, forms, posters, and other areas.

Lucida looks outstanding with old Serif fonts like Bembo, Caslon, and Garamond. This combination in the email delivers subscribers an appearance of sophistication and modernity. Such unique qualities can persuade your readers to take desired actions and become your loyal customers.

The uniqueness of Trebuchet MS

Do you realize that the Trebuchet might help you turn the odds in your favor?

Trebuchet MS can be a game changer and boost conversion rates as it is bolder and more user-friendly. Trebuchet can deliver a distinct appearance and offers a wide range of weights and styles for you to inject lightness into your email copy.

Also, people read and respond to emails on a variety of devices. Trebuchet MS is a wise choice for writing different styles of email copies.

The classic Times New Roman

Times New Roman is the most widely used serif font on the planet. Since its debut in 1931, it has been one of the most used typefaces in print media. Its readability and classiness do justice to books, magazines, newspapers, essays, and reports.

In email marketing, its adaptability with different styles and versatility make it unique. As a result, switching your email font to Times New Roman could prove to be a life-changing decision.

The infamous Courier New

Does the Courier New need any introduction?

It has been popular among marketers and brands for several years. You must have witnessed this font family while studying marketing techniques, sales catalogs and programming languages.

This infamous font family, belonging to the slab-serif family, was initially used as a typewriter font. Later, marketers find it best used in producing digital content as well. This email-safe font can be paired with Futura and other fonts to write catalogs, web pages, manuscripts, and more. Thus, its typewriter aesthetic makes it unique in email marketing.

The distinctive touch of Futura

Have you experienced a particular emotion just by glancing at the font?

That’s what the reader experiences with Futura. This email-safe typeface exudes simplicity, modernism, and powerful feelings. It facilitates readers’ easy reading of the lengthy email content.

First, bold and stylish typography draws attention to email headers and subheaders. Second, excellent readability helps with headlines and long paragraphs in the email body.

Thus Futura helps email writers capture readers’ attention by conveying sophistication, simplicity and modernity.

The purposeful Palatino

Do you know the typeface famous as the “Jake-of-all-trades” among email font families?

Palatino. An email-safe font that holds a unique place in the Serif family. It’s also known as a “corporate typeface” due to its use in advertising and other display purposes. Even in small sizes, its light lines and high counters ensure high readability.

Palatino symbolizes professionalism, elegance, and timelessness. Such qualities are essential to keep the email interesting and captivating over time.

The warmth of Calibri

Who isn’t familiar with the Calibri font?

Calibri is the option you use when you want the words to speak for you.

It’s the default font choice and one of the most practical ones in both casual and formal contexts. Its subtle curved letters catch readers’ attention offering warmth. Its clear letter forms, even in italics, seem appealing to readers and engage with the brand. Thus, Calibri, a sans-serif family, is perfect for emails and can improve conversions.

In what other way would you explain the Calibri’s significance in an email?

Besides professionalism, Calibri exudes stability, a high degree of elegance, warmth and modernity. As it enhances screen readability, it is evident in contemporary design trends. with Calibri, the likelihood of subscribers’ interaction and the conversion rate increases.

Email fonts that kill the talk before it starts


Why do marketers stay away from Trajan?

Though Trajan is an elegant typeface, it’s still unfit for emails. The availability of only uppercase letters with close spacing is the root of the problem. For those with visual impairments, reading in Trajan can be a nightmare.

Moreover, long texts are hard to read on small screens if written in capital characters. Furthermore, Trajan’s lack of expressiveness and tone-deafness make it inappropriate for email conversations.

So, it’s best to avoid Trajan if you want to increase reader engagement and conversion rates.

Comic Sans MS

Ever wondered why Comic Sans MS didn’t make it up to the email-safe fonts list?

Its inclusion in children’s books has resulted in a setback. This is the reason it isn’t taken seriously in professional settings. Whether announcing deals to prospects or sending conversational emails, marketers avoid it.

Thus texts written in this font give a tough time to dyslexic people or visually-impaired persons. Why so?

Its peculiar shape, uneven stroke thickness, and irregular letter spacing make it hard to read and visually disruptive.


Not even a fun and whimsical font like Curlz could attract email marketers.

Do you know why?

Its lack of professionalism makes it unfit for email marketing. Besides leaving an unprofessional impression in readers’ minds, Cultz also showcases an overly-casual tone creating a disconnection between marketers and readers.

Its intricate letter design also significantly expands the file size. It restricts the amount of attachments and makes the download take longer.


What makes an exotic font like Papyrus risky to use for email writing?

Multiple issues prevent this typeface from being included in email-safe fonts.

First of all, Papyrus font has erratic strokes and uneven letter spacing. Its readability also declines with the size reduction, contributing to undesirable appearance. Challenges for visually impaired people would be astounding if the email font is the Papyrus. It would be incomprehensible for them to decipher the messages on small displays.

Its association with romance novels is another aspect that makes it unsuitable. Readers might not take suitable action as this font deters them from reading content. The odds are that your conversion rate will eventually fall.

Besides, its artistic nature and problems with big file sizes also make it unsuitable. If your email font is not inclusive, consider changing it.

how to choose an email font_5 best email fonts ever image

Finally, use Icegram Express to create super creative email newsletters. Express WordPress email marketing plugin comes equipped with wonderful email fonts that can make your emails incredibly appealing.

How to choose an email font – wrapping up

Fonts may be stylish, authoritative, and entertaining. Everything is based on your target audiences, purpose, and brand voice.

Keep in mind that specific fonts evoke distinct emotions across various readers. The correct font has the power to either enhance or diminish it. It’s fair to say that selecting the appropriate font for your email is a crucial process.

Selecting a specific font requires careful consideration to stand out and attract new customers. After all, it leaves a lasting impression on your readers and boosts conversions.

Hope you get us more ideas on how to choose an email font. You can comment below and let know your coolest email fonts.

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