Using non-web-safe fonts in html emails

Using non-web-safe fonts in html emails

During our last blog post we talked about using non-web-safe fonts in html emails and how, if used sparingly they can actually help emails to convert.

We felt that it’s important to point out that an email should never consist purely of non-web safe text though, as that would mean that the email build would be made entirely from images, resulting in many people not being able to read it and longer load times for those that do while they wait for the images to download. We feel that a good email should use at most 10% of non-web safe text and all of the remaining text be readable.

We recently had a client come to us asking for us to build them a html email from a design they’d had made by another designer. Sadly it was obvious that the designer in question had not had proper training in how to create a good email as all of the text was in a non-web-safe font. We could of simply chosen to slice up the design, but instead we managed to convice the client to let us redesign the email and use a web-safe font. We’re happy to say that they reported that email had the highest conversion rate compared with the ones they’d previosuly be sending out.

If you’ve got an existing email campaign and like to improve your conversion rate then give us a call on 01761 452042 and we’ll happily take a look at it and see how we can optimise it to perform better.