Quick Test: Could Bigger Font Equal Bigger Impact?
By Emily Dingeldein
Let’s talk email marketing for a second. Does it feel like it’s getting harder?
You’re doing all the things. Clean lists. Good content. Clear CTA. But somewhere between the send button and the inbox, it feels like your message hits a wall. Maybe it lands in Promotions. Maybe it’s never opened. Maybe it’s just skimmed.
Can I get a raise of hands?
In the rush to get our next campaign out the door, it’s easy to ignore the small things. Our sending templates feel familiar. Our layouts are predictable. We trust them because they’ve worked before. But sometimes those habits are exactly what hold us back.
So here’s your permission to stop. Breathe. Walk around the block (or whatever helps you clear your mind) and get inspired.
Then come back and ask: Are my best practices still the best?
The Scenario That Sparked a Test
This week, I saw a super simple test from a peer in the industry. So simple it made me pause: a font test?
My first thought: Really? Font size? That basic?
Then I remembered something. We don’t get to decide what works until we test it.
The inbox is more competitive than ever. And if we want our message to be seen, read, and clicked, we’ve got to try everything we can, right?
What We Did
We split a standard cultivation email into two groups.
The control group received our default template with 15 pt. font.
The treatment group got the exact same message, just bumped up to 21 pt. font.
Same content. Same CTA. Sent over a 24-hour period. Results pulled a week later.
What We Found
A 16% lift in clicks from the larger font group. That’s it. One small design change. No new offer. No rewrite. Just larger text.
Was it statistically valid? Not quite at 85% confidence, no. But was it directional and telling? Absolutely. And worth retesting again!
Why It Matters
Small changes still matter. In a world where algorithms, spam filters, and invisible engagement scores rule the inbox, every little edge counts. Run the test. If something feels too small to try, it’s probably worth trying. Think about your reader. Who are they? Where are they reading? On a phone? At the kitchen table with one eye open? Give them an easier reading experience.
Oh . . . and just a couple days later, we got this: “Good morning! I really enjoy these morning devotions. I was wondering though, could you make them 1 font larger?”
The people have spoken.
Quick Win for You
Open your next email. Look at the font size. Ask yourself if it could be easier to read. Try it. Track it. See what happens.
– Emily
Emily Dingeldein
Client Services
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