Fonts can have a big impact on subscribers
An interesting report on how fonts can create a perception in the subscribers mind on the author and the email content. The study showed a number of interesting facts but unless you get really excited reading scientific documents full of big words and math just read the summary below.
“Summary: This study investigated the effect that a font has on the reader’s perception of an email. Based on a previous study by Shaikh, Chaparro, and Fox (2006), a sample email message was presented in three fonts (Calibri, Comic Sans, and Gigi). The three chosen fonts represented a high, medium, and low level of congruency for email messages. The least congruent typeface (Gigi) resulted in different perceptions of the email document and its author. However, no significant differences were found between the moderately and highly congruent fonts. ”
We also recommend using the following “Verdana, Arial, Helvetica, sans-serif” which seem to work quite well for most email content.
Here is the link to the report if you feel reading the 8 pages – I tried but the summary had the best bits.
As a bonus here is another report by the same authors which I have to admit not reading yet but the title sounds good “Perception of Fonts: Perceived Personality Traits and Uses”. Click here to read.