I was reading today’s email from Perry Marshall and once again found myself skipping and skimming through it until I said F-it. Delete. (Actual I took a screenshot first – for you!)
As I was about to delete I wondered…why do I never read his emails? Why do I always find myself deleting them?
I don’t think it’s because I don’t connect with or believe in what he says. His 80/20 marketing book was brilliant and I’ve always enjoyed his stories/videos. So what is it?
Teenie-tiny font. (I wish I could make this super small to make the point. But alas – I want you to be able to read it.)
The attached picture doesn’t really do it justice, but Perry Marshall sends me the tiniest fonts of anyone who ever hits my inbox. I find them difficult to read and with sooooo much stuff in my inbox, I don’t want to take the effort to read it.
I suppose if the subject line was “$1,000,0000 enclosed – read on to find out how to claim yours” I may take the time. So maybe the content is partly to blame.
Design, even in a plain-old boring text email, is important.
Fourteen point font is the minimum I use nowadays for emails. Many times I use a 16 point font and sometimes I’ll even go as high as 18.
I also always test them on a mobile device. There’s nothing worse than the tiniest font on a phone.
