Often, given the advances in the use of fonts on the web, email is required to perform the same, but, as always, the limitations in email are much greater than on the web. The use of WebFonts has become the most common practice when integrating fonts on the web, but its use is not supported by all email clients, so we encounter several problems when applying it. We can try to use the desired font and provide a “ fallback
” system font in case it cannot be displayed, but this poses spain mobile phone number list some problems. The first is that the look&feel of the email will not be consistent in all email clients, since it will display different fonts depending on compatibility. The second is that many times the box sizes between the desired font and the fallback font are different and this can generate imbalances in the text boxes. In this link you can see the support for Webfonts in email (and its different ways of using them: @import, @font-face, <link>…) created by Campaign Monitor. Mainly because of this difficulty in controlling font size changes, our recommendation to clients is usually to balance branding and functionality needs and achieve an email that is as consistent as possible across different email applications. This can be achieved by using image headlines with the corporate font , and choosing a system font common to most computers to replace the corporate font in the body text. We can also choose to display the webfont or imported font, ensuring that the fallback font does not produce changes in the structure of the email or legibility problems due to the different box sizes. Here is a list of the fonts we can choose from and their compatibility with the different operating systems:
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Source: elwebmaster.com
Unless we are dealing with very specific designs, we try to use Arial/Helvetica and Times New Roman/Times, which are the only ones with which we can ensure that 100% of email clients will display the indicated font. To contrast this practice, let's look at how the leading brands in the email marketing sector apply it:
Mailchimp : Corporate font: Open Sans. In email: Arial/Helvetica + special fonts in the image Litmus : Corporate font: Proxima Nova. In email: Arial + Helvetica Campaign Monitor: Corporate font: Lato/Helvetica Neue. In email: Tahoma/Arial-Helvetica. Although the webfont compatibility tables seem to show an encouraging panorama, the reality is that in practice the email typography standard is not sufficiently reliable and can cause problems. For this reason, at Digital Response, and supported by the practices of the major reference companies, we always recommend applying the most common fonts ( Arial-Helvetica/Times New Roman-Times ) to the body text of the email and being very careful with the use of webfonts . For short texts such as headlines or integrated with the image of the email, it is advisable to layout as an image, always adding the content of the text to the alt=”” tag, so that the text is visible in those applications that do not download images by default. And if anyone is wondering why not send everything as an image so that the brand maintains all its consistency, here you can read about the importance of balancing image and text in the HTML of the email:
