But they also need to be readable.Ĭolin Wheildon, author of Type & Layout: Are You Communicating or Just Making Pretty Shapes? writes - “it’s possible to blow away three-quarters of your readers simply by choosing the wrong type.” If you spend time crafting the words you use, you should care equally about how you present them to your audience. Your triggered emails, like your promotional emails and newsletters, should reflect the core aesthetic of your business if you want to increase brand presence and engagement.