Let’s clarify terms: a typeface is the overall design, such as Times New Roman, whereas a font is a sub-classification, such as bold, italic, condensed, etc. While the words are generally seen as interchangeable by the public at large, when one is discussing the appearance of words in a marketing email, you must understand the difference to be able to follow advice and arguments.

If looked at one way, because of the internet, we are in an era where the typefaces available to a graphic designer are both hideously restricted to just half a dozen, because we prefer those typefaces we use in email marketing to be web-safe, or we are overwhelmed by choice. Either way is a risk.

Too bland, and your subscribers don’t connect. Too wild, and browsers might replace them with the hideous. We can test, of course, but it’s a long job.

A typeface can, and should, say something about you as a company. Space in a marketing email is limited. Anything that limits the requirement for words is good. Want to appear fashionable, discrete, respectable, or something of a renegade? There’s a typeface just for you, and it isn’t Comic Sans, no matter what persona you want to present.

Or, to put it another way, your choice of typeface is limited by the requirements of corporate branding. Whatever is on your website should be reflected in your marketing email.

You might not think there’s not a lot to the choice of typeface. After all, does anyone care, apart from typeface nerds like me? The question wasn’t rhetorical; the answer is yes. Typefaces were mentioned on Saturday Night Live sketch with Ryan Gosling (18 million views). Don’t follow James Cameron’s example.