Designers craft unique fonts that can significantly boost branding, and emails can benefit from this trend as well. Many brands want to incorporate these unique, downloadable fonts in their emails for a distinct edge.
However, downloadable fonts come with challenges. The first hurdle is compatibility. Not all email clients support custom fonts. While Apple Mail might beautifully display your custom font, clients like Gmail or Outlook might default to a more generic font, altering your design's visual flow. Additionally, the font file's weight might increase the email's loading time.
If you're considering using downloadable fonts, follow these best practices:Fallback Fonts
: Always have a web safe font as a backup in your email's CSS
. This way, if the custom font doesn't display, the email will use a reliable alternative.Testing
: Test the email on multiple clients and devices before launching a campaign. Ensure the font either renders correctly or gracefully switches to the backup.Licensing
: Ensure you have the appropriate rights to use the font in emails.
Licensing issues can be intricate, and not all web fonts may be licensed for your purpose.
The balance between a unique brand identity and universal accessibility is essential. While downloadable fonts offer branding advantages, they require careful use and ample precautions.