Latest / The Copywriting Podcast with Fexingo: Sales Letters, Headlines, and Persuasive Writing
How One Font Choice Made Readers Trust an Email
Lucas and Luna dissect a 2024 B2B SaaS email split-test that lifted click-through rates by 63 percent by switching from a sans-serif to a serif font in the body copy. They trace the psychology back to academic studies on 'fluency' and perceived credibility, then discuss why the same trick failed for a direct-to-consumer brand. Lucas argues the font effect is a 'contextual variable'—it works when the message signals expertise, not speed. Luna pushes back with a counter-example from a nonprofit appeal. The episode includes a quick sidebar about why this kind of…
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