Email-safe fonts vs. custom fonts: Beginner’s guide (2025)

Reading Time: 14 minutes

When it comes to email marketing, choosing the right email-safe fonts is an important consideration for making your messages look professional and easy to read across different email platforms. While aesthetics are important, readability ensures your audience has a seamless experience on any device.

In this guide, you’ll learn the distinctions between email-safe and custom fonts, helping you determine what works best in different scenarios. By the time you finish reading, you’ll be equipped to craft emails that look sharp and polished. 

In this post:

• What are email-safe fonts?
• Best fonts for different email types
• How to add email-safe fonts when creating an email
• Custom fonts in emails
• What are web-safe fonts?
• Using brand fonts in emails when they’re not “email-safe”
• Summary
• FAQs

What are email-safe fonts?

Email-safe fonts are those supported by all major email clients, including Gmail, Yahoo Mail, and Apple Mail. They’re the typefaces you can be sure will look consistent across all devices, as intended, no matter which email client your subscribers use to read your emails. They’re also easy to read, ensuring a seamless user experience.

Here’s a list of email-safe fonts: 

• Arial
• Courier
• Courier New
• Georgia
• Helvetica
• Helvetica Neue
• Lucida
• Tahoma
• Times
• Times New Roman
• Trebuchet MS
• Verdana

1. Arial

Font type: Sans-serif
Classification: Neo-grotesque
Designers: Robin Nicholas and Patricia Saunders
Date released: 1982

Arial is one of the most commonly used email-safe fonts. Since this sans-serif typeface offers a clean, modern look that enhances readability, it works well for various email types, from newsletters to promotional messages. Its neutral style makes it a versatile choice, appealing to a broad audience.

2. Georgia

Font type: Serif
Classification: Transitional
Designer: Matthew Carter
Date released: 1993

Georgia brings a touch of elegance to your emails. This serif font stands out for its readability, even in smaller sizes. Its classic appearance adds a sense of professionalism, making it perfect for formal communications or content-heavy emails. Georgia is a perfect option if you want to convey authority without sacrificing style.

3. Lucida

Font type: Sans-serif
Classification: Humanist
Designers: Charles Bigelow and Kris Holmes
Date released: 1985

Lucida is another solid choice among email-friendly fonts. Its design emphasizes clarity, making it easy for readers to digest your content. With its friendly vibe that can help foster a connection with your audience, Lucida works great for casual communications, such as updates or personalized messages.

4. Tahoma

Font type: Sans-serif
Classification: Humanist
Designer: Matthew Carter
Date released: 1994

Tahoma resembles Verdana but has sharper edges and higher contrast between thick and thin strokes. It’s a good choice if you want something that’s easier to read than Arial but still has a modern feel. If you’re sending tech-related content or anything that requires clarity, Tahoma fits the bill.

5. Times

Font type: Serif 
Classification: Transitional 
Designers: Stanley Morison and Victor Lardent 
Date released: 1931 

Times, or Times New Roman, is a classic serif font that brings a sense of tradition to your emails. While it might not have the modern flair of some other fonts, its timeless design makes it suitable for formal communications. Use Times when you want to convey seriousness or authority in your messaging.

6. Trebuchet MS

Font type: Sans-serif
Classification: Humanist
Designer: Vincent Connare
Date released: 1996

If you want to add a bit of fun and whimsy to your emails, Trebuchet MS is the font for the job. It’s an easy-to-read Sans Serif typeface with a wide range of weights and styles. Despite being a non-standard font, Trebuchet MS is widely supported by email clients, so you don’t have to worry about your emails looking strange on different devices.

7. Verdana

Font type: Sans-serif
Classification: Humanist
Designer: Matthew Carter
Date released: 1996

Verdana is a favorite among email marketers, engineered for readability. Its wide spacing and clear letters make it easy to read, even on those smaller screens. This sans-serif font fits perfectly with any kind of email, whether you’re sending out newsletters or promotions. If you want to ensure your message gets across easily, definitely consider using Verdana.

Best fonts for different email types

Picking the best font for emails is of utmost importance because it affects how your message comes across. The font you choose can impact readability, convey how professional you are, and even set the vibe of your communication. Different kinds of emails serve different purposes and audiences, so understanding these factors can help you choose wisely to make your message stand out. 

Here’s a quick overview of font suggestions tailored to different types of emails, ensuring your communication hits the mark with your audience:

Newsletters: Use Arial or Verdana for clarity and readability

If you’re aiming for best readability, consider fonts like Arial and Verdana, as they are clean, modern, and easily read on screens, making them perfect for digital communication. Their simplicity allows for quick scanning, helping readers quickly grasp key points. Prioritizing readability can enhance engagement, as recipients are more likely to absorb well-presented information.

Promotional emails: Opt for Trebuchet MS or Georgia to balance style and professionalism

In promotional emails, it’s essential to find a good mix of style and professionalism. Trebuchet MS has a fresh vibe with its smooth curves, making it great for marketing materials. Georgia, on the other hand, brings in a classy, traditional feel to enhance the perceived value of your content. Using these fonts can help create eye-catching emails that connect with your audience and look polished and dependable.

Formal communications: Times or Georgia convey a sense of authority

For formal communications, such as business proposals or official correspondence, the font choice can convey a sense of authority and professionalism. Fonts like Times New Roman and Georgia are excellent choices in these contexts.

Times New Roman is a classic serif font recognized for academic and professional use, while Georgia, also a serif font, offers modern readability and sophistication. Using these fonts helps establish credibility and signals that you take the communication seriously.

Casual updates: Lucida or Tahoma create a friendly tone

When sending casual updates to friends, colleagues, or clients, consider using Lucida and Tahoma to establish a friendly and approachable demeanor. Lucida, with its slightly playful design, can convey warmth and friendliness, while Tahoma provides a clean and modern look while still being approachable. 

Choosing these fonts allows your personality to shine through in your emails, fostering a sense of connection and openness with your recipients.

How to add email-safe fonts when creating an email

Incorporating email-safe fonts into your emails is simple. Most email marketing platforms, including Omnisend, offer options to select from standard fonts. Here’s how to do it:

1. Choose your email-safe font

Email marketing apps come with several email-safe font options to write your message. When selecting a font, keep readability and brand consistency in mind. For headings, you can go with something a bit more eye-catching, like Georgia or Tahoma.

2. Set up your email marketing tool

Look for the font dropdown menu of your email marketing app, usually located in the text editing section. This menu will display a variety of font choices that are available for your email. 

In Omnisend, for example, the safe fonts are labeled “system fonts” in the font selection menu, as shown in the image below. The fonts include Arial, Georgia, Lucida, and others, which allow you to create universally compatible email campaigns. 

3. Adjust font size and style

Once you’ve picked your font, tweak the size and style according to your design needs. Consider how your audience will read the text — readability should always be a priority. Using styles such as bold or italics can help emphasize important points within your email. Just be careful not to go overboard with the formatting since too much can make your message look cluttered and hard to follow.

4. Apply the font to your email content

Once you’ve selected your font, apply it to your email content. Use the chosen font for your body text, headings, and any other text elements. Consistency is key, so avoid using too many fonts in one email. Stick to one or two fonts to maintain a clean and professional look. 

5. Preview your email

Always preview your email before sending it out. This lets you check how everything looks — the layout, the text, and the overall design — just like your recipients will see it. Previewing is absolutely necessary because it provides a sneak peek of how your email will come across. It also helps you catch any formatting errors or design inconsistencies that could negatively impact the recipient’s experience.

6. Preview the email on desktop and mobile

After completing your initial preview, it’s essential to view the email on both desktop and mobile devices. This way, you can spot any layout problems or font issues that might pop up on different screens. Since people use all sorts of devices to read emails, it’s super important to ensure everyone has a smooth experience. 

7. Send a test email to a device of your choice

Before finalizing your email, send a test email to a device of your choice, such as your phone, tablet, or another computer. This practical test allows you to see how the email renders in an actual inbox, giving insight into the recipient’s experience.

Testing on different devices ensures the formatting, images, and links function correctly, ultimately allowing you to address any last-minute issues before the email reaches your audience.

8. Use fallback fonts

If the font you’ve chosen isn’t supported by the email client your recipient is using, it’s a good idea to set up some fallback fonts. These backup fonts will be used if your main font fails to load. For instance, if you go with Helvetica, you might want to set Helvetica Neue or Arial as backups. This ensures that your email remains easily readable, even if the primary font doesn’t display correctly.

Below is a list of the fonts supported by Omnisend and their fallback variants. However, keep in mind that this is just a portion of the fonts supported by the platform.

Font name	Fallback 1	Fallback 2	Fallback 3	Fallback 4
Arial	Sans Serif
Courier	Courier New	Monospace
Courier new	Courier	Monospace
Georgia	Serif
Helvetica	Helvetica Neue	Arial	Verdana	Sans Serif
Helvetica Neue	Helvetica	Arial	Verdana	Sans Serif
Lucida	Lucida Sans Unicode	Lucida Grande	Sans Serif
Tahoma	Sans Serif
Times	Times New Roman	Serif
Times New Roman	Times	Serif
Trebuchet MS	Sans Serif
Verdana	Sans Serif

9. Making iterations if needed and testing again

If you notice any issues or areas for improvement during your previews or test emails, make the necessary adjustments. Perhaps the font size is too small, or certain elements are misaligned. Once you’ve made those changes, run another test to confirm that everything appears as intended.

The image below shows how an email in Arial would look on a mobile phone screen:

Custom fonts in emails

Custom fonts can add a unique flair to your email campaigns and help you stand out from the crowd. With platforms like Google Fonts, you can explore a wide range of options to find the perfect match for your brand identity. Popular custom fonts like Roboto, Open Sans, Lora, Montserrat, and Poppins can enhance the visual appeal of your emails. 

Considerations for using custom fonts in emails

Using custom fonts in emails comes with considerations to ensure your message renders properly across various devices and email clients:

• Limited support: Not all email clients support custom fonts. For example, Gmail and Outlook may default to standard email fonts, potentially disrupting your intended design. Knowing which clients support custom fonts is crucial for maintaining consistency.
• Fallback fonts: Always specify fallback fonts in your CSS to ensure readability and design aesthetic. If a custom font isn’t supported, a similar standard font will take its place so your email still looks polished.
• Brand consistency: Custom fonts can significantly enhance brand identity. Choose fonts that align with your overall branding strategy to ensure consistency. Cohesive typography helps reinforce recognition and build trust with your audience.
• Loading time: Custom fonts can enhance your design but may slow down loading times if not optimized, potentially impacting user experience and engagement. Strive for a balance between aesthetic appeal and performance when selecting fonts.
• Accessibility: Some fonts may not be easily readable for all users. It’s essential to prioritize legibility to ensure your message is accessible to everyone, including those with visual impairments.

Best practices for using custom fonts in emails

To maximize the effectiveness of custom fonts in your email campaigns, adhere to these best practices:

• Test across platforms: Before sending your email, test it across various email clients and devices to see how the fonts render. Early testing allows you to catch any issues early on.
• Limit font usage: Similar to email-safe fonts, use only one or two custom fonts to avoid a cluttered appearance. A clean and simple design effectively conveys your message.
• Use email-safe or web-safe fonts as fallbacks: Always include email-safe or web-safe fallback fonts in your CSS. This ensures that a standard font is used if the custom font fails to load, maintaining the email’s readability.
• Keep accessibility in mind: Choose fonts that are easy to read and have sufficient contrast against the background. Ensuring accessibility for all users is a crucial part of effective email design.

Here’s a list of custom fonts you can consider for emails:

• Roboto
• Open Sans
• Montserrat
• Raleway
• Playfair Display
• Oswald 
• Ubuntu
• PT Sans
• Dosis
• PT Sans
• Source Sans Pro
• Anton

What are web-safe fonts?

Web-safe fonts come pre-installed on most users’ devices, ensuring they display correctly across most platforms. When a font isn’t available on a user’s device, a fallback font — typically Arial or Times New Roman — is used instead.

Using web-safe fonts in your emails is a great way to express your website’s intent and personality. For instance, traditional and formal fonts are perfect for news and commentary websites, whereas more adventurous brands prefer creative fonts.

Here, we’ve listed the most popular web-safe fonts:

1. Arial Black

Arial and Arial Black are widely supported across different browsers and devices, making them versatile choices for various design needs. The primary difference between the two is in their weight: Arial Black is a much bolder version of Arial. Arial’s clean and readable design makes it ideal for body text, while Arial Black’s thicker, more striking appearance is perfect for headings and adding emphasis. 

2. Calibri

Calibri is a modern sans-serif font designed in 2004. It’s the default font in Microsoft Office and favored by many for its professional yet casual tone.

3. Cambria

Cambria is a great all-purpose font for emails, offering sharp, modern styling that’s easy to read on screens of any size. Its versatility makes it a reliable choice for clear and polished communication.

4. Corbel

Corbel is characterized by its curved edges, which give it a friendly and inviting look. It’s fabulous for emails you want to feel more personal and approachable.

5. Helvetica

Helvetica is a versatile sans-serif font widely used in corporate branding and advertisements. Its simple and clean look creates an impression of professionalism, so it’s perfect for emails where you want to convey a sense of trustworthiness. 

6. Papyrus

A rustic font with a vintage feel, Papyrus is perfect for emails if you want to have old-fashioned vibes. You can use it to create a sense of nostalgia or romance in your emails.

7. Segoe UI

Segoe UI, a modern sans-serif font, is well-known for its elegant curves and legible letterforms. Its popularity stems from its unique ability to maintain sharpness and readability across devices, making it an excellent choice for email newsletters and digital projects. 

8. Terminal

A computer-inspired typeface, Terminal is perfect for giving a project a futuristic and technological feel. It also makes certain words stand out in emails thanks to its sharp angles and unique glyphs. Examples of terminal fonts include Consolas and Lucida Console. 

Using brand fonts in emails when they’re not “email-safe”

Your brand’s unique identity is essential for effective communication with your audience, and typography plays a vital role in this process. Fonts can evoke emotions and establish visual consistency, which enhances brand recognition.

However, many brands face challenges with email-safe fonts widely supported by email clients. If your brand’s font is not compatible, here are some strategies to effectively convey your brand’s essence in emails:

1. Use images: If your brand font is crucial to your message, consider using it in images. Just ensure the text is legible.
2. Fallback fonts: If you must use the font for text, use a web-safe font as a fallback. Try to find the one that best matches the original font.
3. Test different formats: Experiment with various formats and templates to see how your brand fonts perform across email clients. Since email platforms render fonts differently, A/B testing can reveal how your audience engages with your emails. 

Here are some examples of brands that use fancy typefaces to express their brand identity:

Rifle Paper Co.

Rifle Paper Co., a stationery brand, mixes fonts like Futura, Average Mono, Rifle Open Narrow, and other email font families to show off its artistic characteristics.

True Grit Texture Supply

True Grit Texture Supply really knows how to make their emails pop with amazing visuals and typography. It uses eye-catching images that highlight the brand’s fonts and creative elements, all while keeping everything else easy to read and understand. 

Nominal

This Nominal newsletter stands out due to its elegant and sophisticated design, which perfectly reflects the brand’s identity as a purveyor of meaningful, Arabic-inspired jewelry. Fancy typefaces, such as sleek serif fonts for headings and stylish script fonts for special announcements, add a touch of luxury and exclusivity.

These well-chosen fonts not only make it easy to read but also show how committed the brand is to quality and great style.

Summary

Choosing the right fonts for your emails is important for ensuring your message resonates. In 2025, email-safe fonts will be reliable and look good no matter where your email ends up. Meanwhile, custom fonts can make your emails stand out, but their compatibility issues on certain devices can impact your design’s effectiveness.

By knowing the pros and cons of both choices, you can make better decisions that really boost your email marketing game. Whether you opt for email-safe fonts or venture into the world of custom fonts, always prioritize readability and the overall user experience. This approach will help you engage your audience and convey your message effectively.

FAQ