Best Fonts for Marketing Emails That Boost Readability and Clicks

Choosing the best fonts for marketing emails isn’t just about aesthetics — it affects readability, credibility, and ultimately how engaged your audience is. For UK SMEs using purchased B2B data, email success often hinges on small details like clarity and formatting.

In this guide, we’ll walk you through which fonts perform best in B2B outreach emails, how to style them for optimum engagement, and which fonts to avoid entirely. You’ll leave with practical tips that help your messages look sharp, feel professional, and turn clicks into conversations.

Why Font Choice Matters in Email Marketing

When crafting a cold campaign, most focus on copy, targeting, or cadence—but font choice plays a silent yet significant role.

Readability Drives Engagement

If your text is cramped or inconsistent, readers will bounce before getting to your message or call-to-action.

Fonts Signal Professionalism

A clean and consistent font builds immediate trust—critically important when you haven’t yet established rapport.

Layout Impacts Conversion

Well-formatted text (line spacing, size hierarchy) helps readers move naturally toward your CTA.

Core Rules for Choosing Email Fonts

Prioritise Legibility Across Devices

Your email should look great on both desktop and mobile. Choose fonts that remain clear across screens.

Stick to Web-Safe Fonts

Use fonts like Arial or Georgia to ensure consistent delivery across email clients.

Use Practical Sizes and Spacing

Aim for 14–16px body text, with 1.4+ line height for easy reading.

Avoid Decorative or Script Fonts

Save theatrical fonts for titles—not business emails.

Match Font to Tone and Audience

For conservative industries, choose clean serifs or sans-serifs. Creative audiences afford more flexibility—legibility always comes first.

Top Web-Safe Fonts for Marketing Emails

Arial

A clean, universally supported sans-serif—great for general body text.

Verdana

Designed for example on-screen clarity, with wider spacing for skimmability.

Helvetica

Modern and polished; ideal for tech or SaaS sectors. Defaults to Arial if unsupported.

Georgia

Elegant serif that reads well; great for headers or professional services.

Tahoma / Trebuchet MS

Inviting and readable—perfect for brands aiming for approachability.

Fonts to Avoid in B2B Cold Outreach

Script or Cursive Fonts

Challenging to read and may render inconsistently on mobile.

Stylised or Display Fonts (e.g., Comic Sans)

Create distrust and hinder conversion in professional contexts.

Custom Web-Only Fonts

Risk email fallback and layout breaks across platforms.

Small or Cramped Fonts

Text under 12px is illegible on mobile, especially with dense formatting.

Overused Caps or Italics

Shouting or slanted text loses impact quickly.

Font Styling Tips to Improve Email Engagement

Use Bold Sparingly

Highlight key points like your CTA or major benefit—without cluttering the layout.

Keep Font Size Legible (14–16px)

Especially important for mobile-first readers.

Apply Ample Line Spacing

A line height of 1.4 makes your email easy on the eye.

Use Clear Section Headers or Bullets

Break up long text and guide the reader to key points.

Avoid All Caps in Text

Caps reduce readability and feel impersonal.

Stay Consistent

Stick to one or two fonts per email to maintain clarity and professionalism.

How Font Choice Impacts Click Rates

Better fonts = better engagement:

• Readability boosts attention to your CTA

• Clean design encourages scrolling and interaction

• Poor fonts add friction and reduce trust

• A/B testing fonts can reveal surprising CTR improvements

Why Choose Results Driven Marketing

We help UK SMEs elevate both message and presentation.

• We provide campaign-ready, segmented email lists. Explore our email lists for targeted outreach.

• We guide you on everything—including layout, font choice, and alignment with GDPR compliance standards.

• You get real, friendly support—no bots, no jargon—just clear advice for better performance.

Ready to Upgrade Your Cold Email Campaigns?

Small design changes can drive big outcomes.

• Need help polishing your email layout or messaging? Contact us for a free 15-min review.

• Looking for fresh, precise data to match your message? Check out our email lists today.

Results Driven Marketing
Helping businesses go from bad data to more customers and profits.
📍 Based in Newcastle at Cobalt Business Exchange
📞 0191 406 6399
🌐 rdmarketing.co.uk