The Power of Italics in Ecommerce Emails
A recent study uncovered a surprising tool for ecommerce marketers: italicized fonts. These fonts, which subtly lean forward, don’t just add style—they can actually drive higher engagement in promotional emails. By creating a sense of urgency and movement, italicized fonts encourage customers to take action, especially when paired with a time-sensitive offer. Here’s how this small but powerful design choice can turn your email campaigns and flows into revenue-driving machines.
Why Italicized Fonts Work
1. They Signal Forward Motion, Urgency, and Action
Italicized fonts subtly evoke a feeling of motion, as if the offer itself is moving forward. This simple visual cue nudges readers to act, framing the message as something worth acting on immediately. For busy inboxes, this sense of movement can capture attention and set your message apart.
2. Perfect for Promotions
The study found italicized fonts are most effective in promotional emails, especially those with a time-sensitive element. For customers who love a good deal, this design choice creates a subconscious “fear of missing out” (FOMO). It’s as if the slant of the font says, “Act now before this offer slips away.”
3. Ideal for Deal-Savvy Shoppers
Some customers are naturally deal-prone, always on the lookout for discounts. Italicized fonts amplify the excitement for these customers, making offers feel more urgent and compelling. It’s a design nudge that speaks directly to their shopping mindset.
How to Use Italicized Fonts in Your Email Strategy
Integrating these insights can enhance specific email flows and campaigns, driving stronger customer engagement.
1. Increase Click-Through Rates in Promotions
Use italicized fonts in your subject lines or main headers for flash sales, holiday deals, or limited-time discounts. This small design element encourages customers to open and click by making the offer feel immediate. As a result, you may see higher click-through rates as readers are primed to act before it’s too late.
2. Drive Purchase Intent with Seasonal & VIP Campaigns
For major events like Black Friday or exclusive VIP offers, italicized fonts can add a sense of exclusivity. Loyal customers will feel the urgency and exclusivity, which can lead to faster conversions. Highlight key elements of the offer with italics for maximum impact.
3. Enhance Automated Flows with a Sense of Momentum
Ecommerce brands know discounts drive action. Each flow has a purpose. A welcome email brings new customers in with an offer to get them shopping. A cart reminder uses a discount to bring them back, saying, “Finish what you started.” A win-back email sparks interest, calling customers back to what they once enjoyed.
In these moments, incentives make sense. They create urgency, a reason to act. Italicized fonts sharpen that urgency, hinting at time slipping by. A slanted discount, an expiration leaning forward—it’s a small touch, but it works. It’s a deal that doesn’t wait. It’s a reminder: “Don’t wait. Act now.”
4. Emphasize Time-Limited Campaigns
In last-chance emails or countdown campaigns, italicized fonts can add that final push by mirroring the urgency of the message. By visually reinforcing that time is running out, you make the countdown feel more tangible.
5. Tailor Campaigns for Deal-Loving Segments
Segment your audience to identify customers who respond well to discounts, and feature italicized fonts prominently in their emails. For these customers, italics tap into the thrill of a deal, amplifying the urgency and likelihood of action.
Why This Matters for Your Brand
Italicized fonts may seem like a small tweak, but they can significantly impact your email performance. For ecommerce brands, any opportunity to stand out in the inbox is valuable. When tested, italicized fonts consistently led to higher engagement and purchase intent, making them an easy and effective addition to your design toolkit.
Take Action: Start experimenting with italicized fonts in your Klaviyo or email platform, and track the impact on open rates, click-through rates, and conversions. In today’s crowded email space, small optimizations can make a big difference. With the right approach, this subtle design choice turns emails into more than just a message—it becomes a compelling nudge toward action.
By making a few adjustments with italicized fonts, your emails can create a sense of motion, urgency, and exclusivity. Implemented well, this can enhance customer engagement and, ultimately, boost your revenue.