Typography. Sounds so ancient! Typography was and still is the art and technique of arranging type. It is creative and free form, but it is also defined with rules. It has been around a long time. And is very important if you want that extra edge to make your email newsletters stand out.
I can teach you all the digital tricks, keywords, SEO, graphics, etc. to drive your target market readers to a website, landing page or ad page, which will in turn then motivate them to sign up for your newsletter. But no matter how interesting or well written the topic may be, if the typography, the “look of the words on the page,” is unsettling then it won’t be read and all will be for nothing.
Yes. Even in today’s on-line world, simple rules of typography from a century ago still hold true. Select one font (type style like Times Roman). If you want to go with another for variety, stick with the same family (Times semi bold, Times italic). Or at least in the same category (in this case Serif, which might be Georgia, for example).
See? Creativity exists within the old rules.
And then there are new rules. Like fallback fonts. Don’t know what they are?
Then you need to check out the Infographic produced by the Email Monks from a blog by Kevin George, Head of Marketing at EmailMonks, one of the fastest growing Email design and coding companies. The blog & Infographic include a lot of great creative and technical tips on typography for the 21st century environment of social media— and especially for newsletters.
Typography is only one part of the big picture, and I hope this helps you better understand that there are digital aspects to be addressed in all facets of social media, even the basic newsletter.
Feel free to contact me if you feel you need additional coaching in this area or any other aspect of digital marketing.