Fonts and font sizing. Now these things matter, as well as breaking the copy down into smaller chunks and making it easier to read. Generally speaking, enlarge your copy by one or two points or pixels and just make it easier for people to read. I have the copy on my phone, the text on my phone enlarged as much as it’ll go. And even that’s too small for me sometimes. Because, you know, I’m in my forties and my eyes are done. So, just really kind of consider who your audience is and particularly an older audiences will want to read larger copy, but in general, speaking enlarge your copy. So, try to kind of go to around 14 plus pixels, in terms of size for the body copy, anything smaller than that is really illegible. And actually, for mobile screens, make that a little bit bigger.
Maybe that to 16 and just make the copy easier to read. So short form, copy, larger font, and actually use a font, a typeface that is easy to read, something that people are familiar with. So, Arial, Times, you know, whatever Serif and Sans Serif font that you want to use. Just yes, okay, you want to use one that’s similar to your website but use one that’s going to be a standard that people are familiar with when they’re reading a book or reading a blog. You know, make it easy. Don’t challenge people. You have seconds to get people in your email and to read it, and if you are putting up hurdles and challenges by making the copy, small, big, long chunks of text, hiding the calls to action right to the bottom, you’re going to lose that message entirely. So, really enlarge that copy, reduce that copy, and then you’ll get better results.
So, we just want to show you a couple of examples of font sizing, and you know, how to make the font jump out of the email by, sort of, making it larger. So, here’s an email by All Birds. Now, you know, you can see here that the font size is quite big. There’s quite a bit of spacing in between the lines there, the line height’s pretty high and you’ve got a lot of white space around things. Now what that does is actually make things a little bit more legible because, you know, as I keep saying, you’ve only got a few seconds where people open your email and read it. Now you don’t want to put obstacles up. So, you don’t want to make your text small, you know, have the line height so all of the text is bunched together. Don’t look at email in terms of your real estate space in the email as this kind of protected thing.
You know, if you want to space that email out so it’s like twice as long, that isn’t a bad thing. Because you’re making the different elements in it, more the eye is drawn to those elements. So, whether it’s the imagery, your logo at the top, the call to action button, or the text itself. Now, if you start making it challenging for people when they’re opening your email and trying to read things, you’re kind of losing the message entirely and people are just going to move on. They’re too busy. They don’t want the hassle, so here is a good example of making the text, and this is kind of effectively body text, but it’s almost as large as like a subtitle, a subheading. So, you know, make the text large. Don’t be afraid to make it large in your email. Another example here is this one. Huge text, again, legible. Some nice spacing in between the lines. Just try not to put obstacle up and make people think. So, that was just a couple of examples there to show you.