It’s possible that you didn’t go into business, hoping that you could spend time thinking about font sizes. Maybe. There’s a chance that you have not yet called a board meeting to discuss the best font size for email marketing.
As it turns out, however, font selection in your marketing materials is quite important. After all, even the average layman understands that you should not, under any circumstances, use COMIC SANS!
The style of font you use conveys a great deal in your customer communication. And most of us instinctively have fonts we like to look at and those we don’t. It is sort of like having most favorite and least favorite colors.
But did you know that in addition to style, font size matters? It is a surprisingly crucial decision in the digital age. Since most people are getting their information from a screen rather than a printed page, font size carries more weight than most people realize.
Yes they do care. As in, people scientifically study the best font size for marketing. Would it surprise you to learn that guidelines on good font size came about almost 100 years ago? Back in 1929, a font-size study concluded that 10pt font was the best size for reading.
Not to point out the obvious, but this entire study revolved around the printed word. It certainly does not apply to this digital article that you are lovingly scrolling through right now.
The way we read has changed. While smaller print may be best on paper, larger fonts are where it’s at in the online age. More recent studies link font size to emotion and also retention of information. Both studies indicate it’s all about going big.
A quick Google search might indicate that the best font size for email marketing is 14pt. But many prominent online media designers, such as Medium, Basecamp, and Zen Habits, employ font sizes over 20pt. This shift is a significant change from the early 20th-century notion of small being optimal.
Prevailing wisdom and current research suggest that your email campaigns should never use anything smaller than 14pt font. And there are times when you should use an even bigger size. It can feel awkward if you are in the generation who had to type everything in 11pt print for teachers. But this is a brave new world we now inhabit.
There are several reasons to go big or go home when it comes to your emails and overall digital presence.
Emotions matter. Especially when considering the best font size for email marketing. No decision we make is without sentiment. Feelings work with our reasoning capabilities all the time to guide our choices. Often, emotions can even override our logic when we have decisions to make. If you have toddlers or teenagers, you know this all too well.
Emotional connection can last a lifetime. And developing lifelong customers is probably your goal. So as much as you may want to ignore it, you need to consider things like font size in your online marketing.
The psychology of typography is a fancy way of studying how humans interact with fonts. It’s a legit thing and is a well-founded area of science. The smart people behind the science have explored all sorts of font topics, including size.
Have you ever found yourself frowning while reading an email even though the content was benign? In one study, researchers presented participants with words in the same font style but with different sizes. Participants were more apt to frown while reading a smaller size font. Want to turn your customer’s frown upside down? You have to go bigger. That's just one way to choose the best font size for email marketing.
It’s not sticky like gum on the bottom of your shoe. That’s gross and irritating. It’s sticky like memorable. The larger the font, the better people retain the information. That makes sense since anything big will draw the eye to it. So it stands to reason that a bigger font will pull people in and keep them reading and remembering.
Interesting science-y note: The process of reading involves two distinct acts, scanning and pausing. Most humans cannot scan more than seven to nine letters at a time before needing to pause. This pause allows our brains to process what we just saw.
So while we are scanning, we aren’t absorbing any of the content. We have to wait for a pause. Scientists call these pauses “fixations.”
With a larger font size, the fixations happen more frequently. This frequency allows the reader to process and retain the information more efficiently. Removing a small percentage of the guesswork that goes into the process means a happier brain.
Not every business has 23-year-olds with perfect vision as their ideal clients. Most companies need to reach a broader range of customers. As the population ages, decisions about things like font size become more important.
If a potential client or a loyal customer cannot read your marketing materials, you will lose them. Spoiler - that is bad for business. Make sure everything you send out is accessible to your entire client base. Enlarging your font size is a simple way to accomplish this.
So the next time you get ready to hit ‘send’ on a marketing email, consider adjusting the font size up a bit. Science says it’s the smart thing to do. Science says the best font size for email marketing is bigger, rather than smaller. A simple change in your marketing process can deliver impressive results in brand recognition and loyalty. Many of our lasting institutions persist thanks to their ability to make small adjustments in just the right place.
If the fascinating world of font size is making your head spin, reach out to ALYKY today. Our content strategy team will take over the head-spinning for you, so you can go back to running your business. With research-backed processes, our experts will develop all of the content your company needs to thrive in big, bold letters.
In business, the primary goal is to grow and profit. It’s important to leverage every marketing resource at your disposal and figure out which ones give you the best Return on Investment (ROI). In this day of digital marketing, most of society holds the entire internet at their fingertips. What about email marketing, though? Is there money to be made? What exactly is the value of email marketing?
While social media runs like lifeblood in most people’s lives, it would seem that social media marketing holds the highest ROI. However, you’d be incorrect in that assumption. Email marketing is the most effective marketing resource, with up to $40 returned for every $1 spent. Let's dive in deeper and learn the true value of email marketing.
We’ve come a long way since AOL and dial-up connections. Over 59% of marketers surveyed claim that email marketing is their best source of ROI. 83% of all B2B companies use e-newsletters as a key part of their marketing campaign.
With stats like that it's clear email marketing isn’t going away any time soon and that the value of email marketing isn't a fairy tale that's too good to be true.
Email marketing is also one of the least expensive options for marketing campaigns. With email marketing, you’ll see a higher interaction level with your website content and a significantly higher customer retention rate.
In 2019, it is expected that active email accounts will surpass 5.9 billion, according to HubSpot. That’s nearly 6 billion people with email accounts that are accessed at least 5 times per week.
Further, mobile devices account for 46% of all email opens. This means your business is at the forefront of consumers’ minds on the go. A large slice of the business professional demographic (35%) stated they check their email on a mobile device.
CMO by Adobe states that by 2020, Millennials will make up 30% of the retail sales in the US; that’s upwards of $1.4 trillion in buying power. The Millennial generation also leads the charge for technology adoption. Seventy-three percent of those Millennials say they prefer to interact with businesses through email.
Additionally, over 50% of the population checks their personal email at least 10 times per day. That’s a lot of opportunities to put yourself and your business at the top of their minds. On average, 99% of the consumer population will check their email at least once a day.
In 2017, 269 billion emails were sent and received every day. Most of those emails are business-related.
According to research from Oberlo, 81% of businesses rely on email as their primary customer acquisition resource. Eighty percent rely on email marketing to retain the customers they’ve gained.
Let's just use what we call a "segmented email campaign" are our primary example of just how powerful email marketing is. Segmented email campaigns reach your customers multiple times from the “welcome to our company” email upon sign up, to the sales and specials you offer through the year. When your emails include coupons, you will see a significantly higher engagement rate.
With a controlled and segmented email campaign, you can see as much as a 760% increase in revenue. This is because segmented email campaigns put you in the consumer’s inbox with relevant information multiple times during the purchase process.
Tracking the success of a segmented campaign is easier than it seems at first. There are a few factors to consider when you’re assessing the success of any campaign. Tracking these factors will help you figure out where your customers are making the jump from “potential” to “purchase.”
This is the number of emails that get opened vs. the number of emails you send. With each wave of your campaign, you’ll want to see what emails are getting the most interaction. One way to ensure your emails are making it in front of consumer's eyes is to personalize the subject line and add an emoji or two. Emojis are shown to improve the open rate by 56% in most industries.
This is the rate at which links in your email are clicked on. When your emails take potential customers to your webpage, you ensure that people are seeing relevant information. When the information relates directly to their needs, they’re more likely to convert from looking to purchasing.
This is the key. With any marketing campaign, the conversion is the end goal. No matter what else you’re tracking, this statistic is going to give you the most information. It is critical to decipher which email in your campaign moved consumers from "looking" to “buying.”
A consumer needs to see or experience your product more than once before they remember it well enough to share it with others. In today’s online shopping society, it’s not uncommon for people to load up their shopping cart and abandon it before completing the purchase.
Oberlo shows research that sending “abandoned cart” emails up to 3 times after the cart was abandoned can result in 69% more orders than a single email. Further, emails sent after the purchase of an item or service show good customer service and bumps your company to the top of their minds again.
Talk about proof when it comes to the value of email marketing. Those are so pretty shocking numbers.
According to Campaign Monitor, email subscribers are three times as likely to share your business or products on social media, widening your exposure to their networks as well.
Further, including a call to action button on your campaign emails adds purchase convenience to their conversion process. You could see up to a 28% increase in click-through with a call to action button rather than a text link.
A surprisingly low percentage (30%) of businesses actually understand all of the factors that affect their ROI in the course of their marketing campaigns. It’s important to acknowledge that your ROI depends on a combination of tactics. It’s a lot of information to take on, and business owners already wear a lot of hats.
Working with a dedicated marketing company to create and maintain a targeted, segmented campaign is the best way to ensure that your strongest foot is always forward. Marketing can be a strange beast; that's why ALYKY has built a team of committed marketing specialists to take care of your business needs. After all, we have seen the value of email marketing in our very own experiences with clients.
Contact ALYKY today to discuss your email marketing needs and options. We’re eager to work with you and your company to create the strongest email marketing campaign possible.