When sending out email campaigns, it's important to think about fonts.
Perhaps your company has a custom font of their own, or uses a font that is not very common. This font may even be quite important to your brand identity. In browsers, this is generally not a problem. Fonts that aren't supported by the browser by default, can be hosted on your own server or even elsewhere, such as Google Fonts.
There are a few well known fonts that are called Web Safe fonts. These are well-known, generic fonts which are supported by browsers and email clients by default. This means that content using these fonts will look the same everywhere. The following fonts are examples of Web Safe fonts:
- Times New Roman
- Courier New
With email, things are a little more complicated. Unlike browsers, of which there are just a handful, there is a large variety of email clients. And unlike browsers, which get updated all the time, a lot of people will use the same version of that email client for years and years.
This means that when making design choices for email, you'll need to be a little conservative. Consider that some email clients don't support custom fonts at all, such as the web version of Gmail, or all Outlook versions for Windows.
This leaves you with two options:
- Use a Web Safe font. This ensures that your emails will look the same in every email client.
- Use a custom font, but add a web safe font as fallback option for those email clients that don't support your custom font. The advantage is that you can use your desired font in the email clients that support it. However, the disadvantage is that those that don't, will use the fallback web safe font and this means that your emails will not look the same everywhere.