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Fonts in Email: Remember These Essential Tips From an Email Monks Expert!

Beefree team
Beefree team
Mar 30, 2018
Fonts in Email: Remember These Essential Tips From an Email Monks Expert!
Fonts in Email: Remember These Essential Tips From an Email Monks Expert!

Effective emails convey information clearly. No matter how simple or ornate the design is, the core message is—above all else—understandable. After all, emails are about communication! And in the spirit of great communication, we're sharing more best practices for using fonts in email. We even tappedEmail Monks' Head of Marketing, Kevin George, to weigh in, too! Plus, we have exciting news about a font-based feature update in the BEE editor.

What should designers keep in mind when choosing fonts in email?

It may sound obvious, but Kevin George offers a good reminder:The purpose of any font is for itto be read.This means designers need to ask themselves questions like, even if a loopy script looks pretty in the header, is it actually legible? If the kerning or line height is adjusted so much that the letters barely look like letters, will readers still get the message?In other words: keep it simple. "Your emails should look easy to read and understand," Kevin wisely advises. As you build your email and choose your fonts, here are some best practices he recommends:

  • Use no more than three fonts in a single email
  • Don't use more than two different colors for your text
  • Limit the use of "fancy fonts" to headers and titles; use simple fonts for body text1.

1. Understand email safe fonts vs. web fonts. vs. custom fonts

We talk a lot on the blog about "plain text" or "live text," which we generally mean to be the email safe fonts(or web safe fonts) that brands use, like Arial, Helvetica, Georgia, Times New Roman, Courier, and other default fonts that render on any computer or device. Choosing these fonts for emails is a design best practice because they're so reliable. This doesn't mean all your text needs to be "email safe," but the more that is, the better.Web fonts are designed specifically for the web. They're somewhat less reliable than plain text options, but they're still found on many—if not most—devices. These are fonts like Open Sans, Roboto, Lato, and others. Many popular web fonts are Google Fonts. Litmus offers a useful write-up on web font support.Obviously, there are many other fonts in existence beyond these web safe or web font categories. And many brands have custom fonts—typefaces that have been modified or designed specifically for a brand. These fonts can sometimes be coded into an email, but more often than not they're simply added as an image—commonly in the header, like in this email from Schuh.

Schuh fonts in email

Pro Tip: Don't forget about fallbacks!

Since web fonts and custom fonts can't be relied upon to appear across all mail clients and devices, fallback fonts should be selected as a backup."Email clients render fonts based on their presence in the system," Kevin explains. "If a system does not have a particular custom font, it proceeds to the first fallback, followed by the next fallback."This series of fallback options is called a font stack. Kevin describes it like three levels of fonts in the code:

  • 1st level: The custom font that supports your copy and brand identity
  • 2nd level: Web-safe font with the same x-height and kerning as the custom font
  • 3rd level: Final fallback which will be present in every system and would render anyhow

For instance, say you use Open Sans in your email. If that doesn't render when a reader opens the message, the code will tell it to default to Helvetica, and if that doesn't render, then Arial.As with all matters of email design, it's critical to test. "No matter how good the fonts look at your end, make sure to set a fallback that displays the font or its matching fallback font properly at the receiving end," Kevin advises.Luckily for us, when designing emails with theBEE editor, you don’t have to worry about building your own font stacks. They're automatically generated when you choose your fonts.

2. Elevate the look of plain text with smart formatting

Any well-formatted text shows aclear hierarchy when used in headers and sub-headers, especially if there is a well-executed combination of fonts and font sizes. Here are some formatting tips to keep in mind:

  • Section headers: Use 'em! Headers establish structure—and sometimes, they're all readers will pick up if they're skimming. Use a strong, consistent format—like a sans serif that's at least twice the size of your serif body text.
  • Line height: A good rule of thumb: set your line height to be at least 1.3x the height of your letters. It'll help maintain a comfortable distance, between lines, that optimizes readability.
  • Section breaks: Empty space is your friend. Offer ample padding between sections to mark a transition from one to another.
  • Email width: If you're sending a text-heavy email (think paragraphs of text in a wordy update or newsletter), constrain the width—to about 500px—to improve readability.
  • Links: Choose a fun, vibrant brand color that pops on the page, and be sure to keep the underline.
  • Bold + italics: Use bold and italicized lettering sparingly and strategically. Ask yourself: is this text treatment serving a purpose?

This email from Heyday is comprised of web safe fonts Arial and Georgia. Yet the strategic implementation of coloring, underlining, bolding, and italicizing font makes the lettering look sophisticated—and easy to read.

Heyday fonts in email

Here's another email from Postable that uses nearly all Helvetica text.

Postable fonts in email

Pro Tip: Keep it accessible!

Make sure your email is accessible to everyone—including the vision-impaired—by formatting your text wisely. This means using large, legible fonts (at least 14pt), underlining links, and being mindful of color schemes. Kevin writes more about email accessibility here, and we also covered top accessibility tips in our post, Why Does Email Accessibility Matter? Insights and Advice From Email on Acid’s CEO.

3. Activate web fonts and upload custom fonts in BEE

Now that you're a typeface wizard, here's how to customize the fonts you can access in the BEE editor.

Add web fonts

First, log in and open a new or existing email design project.

BEE editor fonts in email

Navigate to Settings along the upper menu.

BEE editor fonts in email

Click Brand Styles.

BEE editor fonts in email

You'll see a menu of web safe fonts that are already available and loaded into BEE.Scroll down to the next menu, a selection of available web fonts that you can add to BEE for your use. Simply select the ones you want to add!

BEE editor fonts in email

Add custom fonts

Within the Brand Styles menu under Settings, you'll also see a button to Add Custom Fonts.

BEE editor fonts in email

Tap it, and a pop-up menu will appear to let you add your own custom brand fonts!

BEE editor fonts in email

You now have the option to design your font stack of fallback options. Pretty neat, isn't it?Give it a try with a freeBEE Protrial.The drag-and-drop editor is easy to use, comes with built-in templates and stock image libraries, andallemails and design elements are mobile-responsive.Let us know if you have questions or ideas about font use in emails in the Comments area below! And, a special thanks to Kevin George of Email Monks for contributing!

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Let’s get into it.  

#1. Unique, tailored experiences 

Damian Grabarczyk, the co-founder and growth marketer of PetLab Co., says, “We faced the challenge of connecting meaningfully with an audience that expects more than one-size-fits-all communication.” 

When we speak about crafting tailored emails we mean going beyond the recipient's first name in the subject line. We’re talking about optimizing your entire email strategy to design multi-stage touchpoints to nurture leads across the customer lifecycle. As well as, leveraging data to send hyper-personalized, relevant, and engaging emails that feel less like a broadcast message and more like a conversation. 

Many are using AI machine learning algorithms and AI automation to analyze customer interactions, past purchases, browsing habits, website visits, and even social media behavior to curate engaging email content that resonates deeply with the real-time needs of recipients.

For PetLab Co this looked like including content such as an individual’s pet health history or product usage timelines. Damian Grabarzyk expands, “This approach transformed the conversion rate and strengthened customer loyalty. As we look ahead, I see brands in 2025 moving beyond generic personalization to adopt strategies that make customers feel truly understood and valued.”

On the other hand, many are leaning into user-generated content (UGC) for crafting tailored experiences. Customers today are more likely to trust the opinions of peers over branded messages. UGC like customer reviews, testimonials, videos, and photos are the best form of social proof depicting real people using and benefitting from your products or services. 

We see the benefits of using both AI and UGC to get the most out of your email conversions ;). 

#2. AI tools as an addition, not a substitution

Experts at NordPass state, "AI-powered content generation tools are not here to replace email copywriters and marketers. These tools make us more efficient. The smarter the tool is, the better equipped we are to create high-performing email content that drives results." 

AI tools can support us by significantly enhancing the speed, precision, and effectiveness of your emails. For instance while traditionally A/B testing has required a lot of time to analyze small variations with AI you quickly implement and test multiple email elements and make adjustments based on real-time engagement data. There are AI algorithms that can even predict which variations are most likely to resonate with different audience segments, leading to more accurate targeting and faster optimization.

In short, AI tools are revolutionizing the way we craft and optimize our email’s deliverability. There are many different types of AI solutions so we suggest finding the right one for your needs. 

#3. Even more transparency around data

With AI continuing to rise, folks are more and more concerned about where their data is going. That’s where zero-party data collection becomes a key strategy in email marketing, allowing you to gather data directly from customers rather than relying on third-party sources. 

Zero-party data includes information that consumers willingly share, such as preferences, interests, and purchase intentions. This data is often collected through surveys, preference centers, quizzes, or interactive content and is highly valuable because it is shared explicitly, ensuring accuracy and deeper personalization without privacy concerns associated with third-party tracking.

As privacy regulations tighten, zero-party data will empower you to deliver hyper-personalized email experiences while respecting user privacy. This approach will help you build trust, as customers feel more in control of their data, and you gain insights that lead to more relevant and engaging email content.

#4. The death of static emails

With attention span getting shorter day after day, digest-format emails are expected to rise in popularity in 2025. Presenting email content in an easy-to-scan, organized, and minimalistic layout will surely help deliver the most relevant information in a fraction of the time. 

Additionally, interactive emails will allow recipients to directly engage within the email without having to visit a landing page or website. Interactive elements like product carousels, polls, and quizzes create a dynamic experience that keeps subscribers engaged, especially in visually driven industries like fashion brands

So what now? 

You’ve heard these strategies before, but now it’s time to actually put them into action. The brands that win at email marketing in 2025 won’t just be sending emails—they’ll be creating experiences. Whether it’s hyper-personalized content, AI-driven efficiency, zero-party data collection, or interactive emails that break the mold, the key is to stay ahead of the curve.

So, what’s the first strategy you’ll finally implement? Your inbox (and your audience) are waiting.

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Email makes gathering authentic product reviews quick and easy. By collecting sincere feedback, you can build trust, increase sales, boost loyalty, and innovate product improvements. 

That said, requesting reviews via email requires precise timing, personalized messaging, and lots of engagement optimizations. But don’t worry—we’ll walk you through some key steps to create email campaigns that deliver the valuable feedback you need.

Why product reviews matter

Product reviews do more than confirm that you're meeting customers’ needs. Sincere feedback drives loyalty and sales, offers valuable customer insights, and helps you develop a strategic product development roadmap.

  • Fosters customer loyalty: Requesting and listening to feedback makes your customers feel valued and heard. It demonstrates that you prioritize customer satisfaction, which helps you build stronger, long-term relationships. Review requests also act as re-engagement emails by starting new conversations with customers.
  • Increases sales: Social proof drives sales. According to a recent survey by Power Reviews, 90% of potential customers use online reviews to make purchasing decisions. In fact, reviews have more influence over purchasing decisions than product prices. Turning product reviews into customer testimonials and encouraging reviews on third-party sites can significantly boost sales.
Image sourced from powerreviews.com
  • Builds Customer 360 insights: Customer feedback delivers insights into customer needs and sentiments, enriching Customer 360. Exactly what is Customer 360? It’s a unified, 360-degree view of customer data. It empowers you to tailor products and customer experiences to meet individual needs and preferences. 
  • Drives product improvements: Sincere customer feedback reveals what target customers like/dislike about your products. It provides key insight into their value, functionality, and usability, unlocking large-scale development opportunities.

How to create an email campaign to collect product reviews

Want to unlock the power of product reviews? Let’s explore how to create email campaigns that encourage customers to share their feedback.

Segment your audience

Like promotional emails, product review requests shouldn’t be sent to every subscriber.

If subscribers haven’t had the chance to try your product, product review requests will feel irrelevant and may trigger unsubscriptions. So, only send review email requests to customers recently trying your product.

You can do this by segmenting your email list based on where customers are in the buying cycle. Target loyal customers, recent purchasers, and first-time buyers with tailored email campaigns. This ensures that you’re sending emails to customers most likely to respond with insightful feedback.

Write a compelling email subject line

According to Superoffice, 33% of people open an email based on the subject line. 

Image sourced from superoffice.com

To get the click-through rates you want, your email subject lines should be personalized, relevant, and engaging. Here are some examples:

  • Did you love [product]? Or hate it? Let us know!
  • We value your opinion — help us improve!
  • We want YOU to help us make our product better!
  • Up for a discount? Share your feedback for 10% off! 

Learn more > Tips for writing open worthy subject lines.

Optimize for customer engagement

A successful email marketing strategy relies on customer engagement. Here are some key email elements you need to encourage interactions.

  • An attractive email design: With the right layout, color scheme, typography, and images, you ensure easy readability and promote interaction. Use these engagement-boosting email design best practices to help you create a design that boosts conversion rates.
  • Gratitude and value: Thank customers for reading the email and explaining why their feedback is so important. Also, consider including a personalized Gmail email signature with your content details to build trust and encourage customers to engage with your review request. 
  • Personalized, relevant content: Personalized email content motivates engagement. Use customer data platform (CDP) data to tailor messages to individual customers. What is a CDP? It’s a centralized platform that collects and unifies customer information, building comprehensive customer profiles. 
  • Incentives: Offering a small discount can motivate customers to leave reviews, especially first-time buyers. That said, incentives can (sometimes) generate insincere reviews, so stress the importance of honesty. 
  • A strong call-to-action (CTA): Your CTA should direct readers straight to the reviews submission page. Use clear CTAs with bold buttons and typography to make it stand out.
  • Mobile responsiveness: If your emails are slow to load or don’t display correctly on mobile devices, your bounce rate will spike. Leverage solutions that offer advanced mobile optimization features — such as Beefree— to create responsive emails every single time.

Ask specific, concise questions

Complex, drawn-out questions that are too open-ended can disengage customers. So, get straight to the point with concise, direct questions. Here are some examples:

  • What did you think of [specific product feature]?
  • How often do you use our product?
  • What are your favorite/least favorite features?
  • How likely are you to recommend this product?
  • What could we do to improve our product?

Use a mixture of closed and open-ended questions to increase your chances of receiving meaningful responses.

Make it easy to respond

The easier it is for customers to leave a review, the more responses you’ll receive. So, make the process as seamless and convenient as possible. One way to do this is with survey emails.

Email surveys have high response rates. They can be completed within the email with minimal effort, which is a big plus for busy customers. And, they can generate a wealth of quantitative data and metrics that are quick to analyze, leading to faster improvements. BeeFree has an extensive collection of email survey templates to suit every need.

For longer review requests, include a CTA that directly links to the review submission page. Review forms should use simple, clear language, be optimized for mobile, and have a progress bar. 

You could even provide your telephone contact details to allow customers to leave a review via telephone. It’s the preferred communication method for 55% of Baby Boomers according to Hubspot, so it’s worth considering. 

Leverage small business telephone services from Vonage to access call center capabilities like virtual receptionists and CRM integrations, streamlining processes.

Also consider directing customers to leave reviews on popular review sites, such as Google and Amazon.

Optimize email timings

If you send product review requests too early, there’s a chance your customers won’t have tried your product yet. But if you send them too late, your customer might have forgotten their experience. 

So, when’s the best time to request reviews? 

Aim to send review requests within 7-14 days post-purchase. This gives customers a chance to try the product a few times, leading to more sincere, meaningful reviews. Plan for seasonal surges such as Black Friday and incorporate them into your schedules.

Key takeaways

Do email campaigns work for gathering valuable product reviews that drive improvements, boost trust, and increase sales and loyalty? 

Absolutely — but they need to be strategic.

To generate sincere reviews and valuable data, ensure your marketing emails are personalized, engaging, and optimized for convenience. And, use email list segmentation and marketing automation to ensure they’re sent to the right customers at the right time.

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