June 2018

Professionalism, branding, and consistency are all hugely important in business designs, which could put many users off the idea of web fonts. Of course, it's easy to stick to the familiar email-safe fonts we are used to, but actually, there are fair few web fonts out there which you can use to create professional, refined email designs that still look good.

Here's our quick guide on the best Google fonts for business designs.

Quick reminder

Before you get started, as much as we encourage you to try out these business-style fonts, please remember to include at least one fallback font in the style section of your design. While the majority of email clients nowadays do support web fonts, there are still some that don't (*ahem* we're looking at you Outlook...) You can easily configure a fallback font for every text style in Mail Designer 365 by clicking on "Add fallback font." This font will then be displayed if the web font is not supported.

Always add an email-safe fallback font to your text style

Open Sans

To kick things off, we're starting with our go-to font, Open Sans. Open Sans is a great choice for minimalist business designs. With a variety of different styles available, there is something for everyone. Use the "Light" style for modern, stylish feel in your meeting minutes, or go all out and define key points with "Bold" or "Extrabold."

Roboto

Similar to Open Sans, Roboto is a very simple all-rounder. This clear, easy to read font style is perfect for the main text of your newsletter and still makes a change from the likes of Arial and Times New Roman. Because this is such a simple typeface, it is easy to pair with another, more unique font (e.g. your logo or typical brand font) without appearing to clash or be distracting.

Athithi

Athithi is a nice choice for a tech newsletter. If your business is tech oriented or you work in the IT business, you might want to try using this font to add a modern twist to your design while still remaining serious and professional. Try using "Medium" or "Bold" to give your headlines some emphasis.

Cormorant Infant

Breaking away from the sans serif styles, Cormorant Infant is a serif font which offers a much more traditional feel. While sans serif fonts are more modern and simplified, serif fonts are great for the more classical business vibe. Try using "Bold" for an assertive headline for your business consultancy agency or legal practice. Alternatively, "Light" and "Regular" work well for a twist on standard newsletter text while still remaining clear and elegant.

Montserrat

Another highly popular Google font, Montserrat brings a bit more attitude to your design. This font choice would work extremely well as a CTA for your email newsletter.

Playfair Display

A slightly more interesting choice, Playfair Display is an elegant, serif typeface, well-suited to announcements, updates, or company news. Give this font a go in your shareholders' newsletter or your monthly round up.

We hope you have found these Google font tips for business designs helpful and that you'll give them a go in your next email newsletter. As you can see, it definitely makes a nice change to always using Times New Roman and Arial and all fonts are available license free in Mail Designer 365. For more help with downloading web fonts, check out this FAQ.

Until next time,

Your Mail Designer 365 Team!

Give Mail Designer 365 a try today for free...

We're all familiar with the typical email marketer's arsenal; you have the standard set of transactional emails, as well as the odd sales or promotional email, but there's one more thing which often goes overlooked - the email newsletter.

Although widely accepted as a key part of email marketing, the email newsletter is not something which is utilised by every business. This is a mistake! An engaging email newsletter is the perfect way to keep your customers up to date and informed about what is going on in your business. Unlike a generic sales or transactional email, the newsletter gives you the opportunity to combine multiple marketing elements into one email and, at the same time, provide your customers with interesting content about your field of business. Here are our top tips for crafting engaging email newsletters.

The eye-catcher

To kick off your newsletter, it's a good idea to include an eye-catching graphic or header image to set the tone of the email, and, most importantly, grab your reader's attention. This could be an image, text style, or a GIF, but the main thing to think about is whether it is fitting to your email message and on brand for your business. Don't forget to prominently position your logo at the top of the email design so that your readers know straight away the email is from you. In this Valentine's Day themed email from Philosophy, the brand's logo takes center stage at the top of the page, followed by a dazzling pink graphic which conveys the theme of the email straight away.

Introduce the theme

In an email newsletter, it can be beneficial to include a short and friendly introduction to give readers overview of the theme of your newsletter. This should get them on board from the get go. Make your introduction snappy, engaging and, most of all, interesting enough that customers will want to read more. In this example from Boots, the reader receives a nice welcome to the newsletter, giving  them a quick overview about the theme of the email and enticing them to read on for more information.

Layout

The layout of your newsletter is important, as it determines whether or not your reader will be able to clearly follow the information you have provided. Too much text is long and boring, and too many images make the email difficult to load and may cause viewing problems in some email clients. Try to include a healthy balance of text and images in your email layouts. We would always recommend including at least one main text block so recipients who have disabled images in their email client can still see the main message of your email.

Great content

Of course, the most important aspect of your email newsletter is the content you include. If this content does not interest your readers, they will be less likely to open your emails, and could even choose to unsubscribe. There are three key things you can work on to make sure your content is engaging for your email newsletter:

1. Relevance: Is this content relevant to my field of business and to my target audience? Your customers have most likely chosen to subscribe to your newsletter as they have an interest in the industry you are in and want to hear more about it. It is good practice to consider how relevant your newsletter content really is before deciding to include it in the final draft.

2. Variety: Is this content unique and interesting? There's nothing worse than sending dull and repetitive emails, your customers will soon get bored and lose interest. Try to make sure you have a good amount of variation when it comes to your newsletter. You can try switching between factual articles, review-style blog posts, featured product launches, news about your business, or other media such as gifs and videos, to keep things vibrant and interesting.

We like the variety included in this newsletter by Typeform.

3. Promotion: Is this content helpful in promoting my product or service? Although email newsletters go further than the standard sales email, the main goal is still to market your business. Make sure that your content always works to promote your product or service. You could include product reviews, customer testimonials, example of how your product could help solve a common problem in the industry, useful tips or tutorials, and more, to paint your business in the best possible light.

Call-to-Action

Your email newsletter goes way beyond the email itself. As with any marketing material, your newsletter should contain at least one CTA (call-to-action) to direct customers towards your website, online store, blog, or whatever it is you are trying to promote. This post will tell you more about how to create CTA buttons that shine, but the main thing is to remember to make them stand out amongst the rest of your content. The bright pink CTA buttons in this design from Oasis are standout and work great with the summery theme of the email.

Don't forget the footer

Last but certainly not least, the footer. As well as giving you the chance to leave a lasting impression on your readers, this is also the most common place to insert any useful company information, disclaimers, and contact details, as well as the super important unsubscribe link.

We recommend that you always use a standard footer and only edit the information when absolutely necessary. That way, your designs remain consistent for your readers and you can be sure that you have all of the necessary information. Use the footer to link to your social media sites, your blog, or your customer support system.

Make sure your design footer contains relevant and essential information

This footer by H&M is informative and provides readers with all important links such as social media sites and the sign up page for a customer loyalty card. In addition, the company also protect themselves by including a legal disclaimer and an unsubscribe link.

Final thoughts

If you stick to these tips, you should be well on the way to crafting amazing email newsletters full of engaging content that your recipients will want to read. To go one step further, it's great practice to also stick to a regular sending schedule (i.e. once a week every Tuesday or the first of each month.) This will help to get your customers used to your email newsletter and look forward to your emails, and also helps you to provide consistent content and plan better. Happy Designing!

Until next time,

Your Mail Designer 365 Team

Give Mail Designer 365 a try today for free...