Today, we are talking about writing, fonts, typography. Because yes, like any other detail, the visual aspect of your words, if well chosen, can transform a simple promotional message into a smoother, more pleasant, and more effective reading experience. However, not all fonts are welcome in the sometimes rigid world of email clients. So how do you combine graphic creativity and technical compatibility? This article explains the essentials you need to know about web fonts in the context of emailing.
Web fonts and standard fonts: understanding the difference
Before making a choice for your campaigns, it’s necessary to understand the two main categories of typography available in emailing.
Standard fonts (or “safe fonts”)
Standard fonts are universally recognized typefaces because they are pre-installed on most operating systems (Windows, macOS, iOS, Android, etc.). Among the most common ones, you’ll find Arial, Verdana, Times New Roman, Georgia, Trebuchet MS, and Courier New.
| Font | Type | Description |
|---|---|---|
| Arial | Sans-serif | Modern, neutral |
| Helvetica | Sans-serif | Clean, elegant (mainly on Mac) |
| Verdana | Sans-serif | Very readable, wide spacing |
| Georgia | Serif | Elegant, suitable for text |
| Times New Roman | Serif | Classic, formal |
| Tahoma | Sans-serif | Similar to Verdana |
| Trebuchet MS | Sans-serif | Modern, dynamic |
| Courier New | Monospace | Typewriter style |
| Lucida Sans Unicode | Sans-serif | Good readability |
| Palatino Linotype | Serif | Book/print style |
Main advantage: Their native presence on devices ensures almost total compatibility with all email clients, whether on desktop or mobile.
Limitation: The creative choice is limited. These fonts are neutral, sometimes perceived as too institutional, and may not reflect the desired visual identity.
Web fonts (or online fonts)
Web fonts are hosted on external servers (like Google Fonts, Adobe Fonts, or proprietary hosting) and loaded via CSS instructions in the email’s HTML code. They are modern and often more distinctive typefaces.
Main advantage: They allow for greater graphic customization and can enhance the brand image.
Limitation: Their support is very limited in email clients. Unlike web browsers, email clients do not manage all external resources for security or performance reasons.
| ✅ Clients that support web fonts | ⛔️ Clients that do not support web fonts |
|---|---|
| Apple Mail | Gmail (web & App) |
| Outlook for Mac | Outlook (Windows Desktop) |
| Samsung Mail | Yahoo Mail |
| Thunderbird | Outlook.com (web) |
| Airmail | Android Mail |
| iOS Mail | ProtonMail |
In summary, your web font will only display for some of your recipients. Hence the importance of always defining a fallback font.
Why use web fonts in your marketing emails?
If their compatibility is limited, one might wonder why bother with web fonts. Here’s why these fonts still deserve a thoughtful place in your campaigns.
To enhance brand identity
Does your brand guide include a specific typography? Integrating this type of font in your emails reinforces the visual consistency across your materials (website, brochures, social networks, etc.). It’s an effective way to create recognition and credibility.
To stand out visually in a crowded inbox
Most emails use the same standard fonts. By opting for a compatible web font, you introduce a personal touch that captures attention, provided the design remains readable and well-structured.
To offer a better reading experience
Some fonts are better optimized for screens, especially on mobile. Roboto or Open Sans, for example, offer a smoother reading compared to older fonts like Times New Roman or Courier. This can improve engagement.
To segment or style certain blocks of an email
A web font can be used only on a block visible in Apple Mail or iOS, such as a stylized title or quote, without disrupting the rest of the content. It’s a hybrid approach that remains compatible with fallback fonts elsewhere.
The most reliable web fonts for emailing + their substitutes if needed
Some web fonts have earned their distinction due to good support on compatible environments and their versatile design.
| Font | Description | Fallback Fonts |
|---|---|---|
| Open Sans | Modern, readable, neutral. Widely used in digital interfaces. | Arial, Sans-serif |
| Roboto | Popular on Android and the web. Excellent at small sizes. | Helvetica, Sans-serif |
| Lato | Slightly more rounded style than Roboto. Professional yet warm. | Trebuchet MS, Sans-serif |
| Georgia | Elegant and reliable. Broadly supported. (Often confused with web fonts) | Serif |
Avoid overly exotic fonts like Pacifico or Lobster, as they are poorly supported and might disrupt the visual identity if a poorly chosen alternative is used.
Finding web fonts for your emails
Not all fonts available online are suitable for emailing. Choose web fonts that are royalty-free, lightweight, and compatible for web use. Here are the most recommended sites:
Google Fonts
The most popular and free.
More than 1400 font families.
Downloadable or direct link via @import or <link> tag.
Adobe Fonts (formerly Typekit)
Integrated into the Adobe suite (paid).
Very large selection of creative and premium typefaces.
Not very suitable for emailing (dynamic integration not compatible with email clients).
Font Squirrel
Selection of free fonts, vetted based on their commercial use license.
Downloadable, but integrations must be done manually.
Always check that the font’s license allows for email use (some only allow for websites or print).
Hosting your own web fonts: yes or no?
Some technical teams consider hosting font files on their own server and then integrating them via a CSS rule in the email code. This method works well on a website. In the emailing context, it does not solve the essential constraints; on the contrary. It doesn’t circumvent the limits imposed by email clients. Even if you host the font, it will not display in non-compatible clients.
Moreover, loading times may be longer. In addition to causing impatience, it increases the risk of your message being flagged as suspicious by some spam filters.
Finally, it sometimes raises legal questions (usage licenses).
In short, favor free web fonts with integration permission, like Google Fonts.
Last tips
- Always provide a fallback for your main font to ensure readable display even if the web font is not supported by the email client.
- Test the rendering on multiple email clients to verify the actual display of fonts.
- Avoid heavy web fonts by favoring only “regular” or “light” variants. This limits the email size and improves loading time, especially on mobile.
