Technical Compatibility: Different email clients support a limited set of fonts. This is primarily because each email client renders HTML and CSS in its own unique way. While web browsers have evolved to support a wide range of fonts, email clients have not kept pace. This inconsistency means a custom font might appear as intended in one client (like Apple Mail) but default to a standard font in another (like Outlook).

Email Software Limitations: Email clients, unlike web browsers, come with a predefined set of ‘web-safe’ fonts. These are fonts that are universally supported and render consistently across different platforms and devices. When an email client encounters a custom font, it may not have the capability to correctly display it, leading to unpredictability in how your email appears to the recipient.

Why Bigger Email Builders Might Offer More Options: Some larger email builders have developed workarounds, such as using images to display text in a specific font or employing complex coding techniques. However, these methods come with their own set of drawbacks, such as increased email size, potential issues with email deliverability, and accessibility concerns.

Our Approach and Recommendations: In our app Template Builder (TPB), we’ve chosen to prioritise reliability and consistency by offering a list of nine universally supported fonts. This approach ensures that emails appear as intended across all email clients, providing a uniform experience for all recipients. While custom fonts can add a unique touch, they pose significant risks in terms of compatibility and consistency. Therefore, we recommend sticking with the built-in safe fonts to ensure the best possible outcome for your email campaigns.