A coherent typeface is an essential part of a coherent branding strategy.
A good typeface is like a well-crafted English or Italian suit: it always looks perfect.
I do believe that organizations can certainly improve lives by specifying better fonts, which of course has an effect on how you read your e-mail.
The argument that a serif font is too fussy doesn't cut it anymore. You want a font where the letter forms are not ambiguous.
There isn't really a stylistic recipe for fonts to make them particularly suitable to be translated into different scripts.