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ail marketing as it s an essential part of creating effective and inclusive campaigns that reach and engage everyone one in four adults in the us and the european union has a disability on a worldwide scale that number extends to one in six according to the world health organization who despite this accessibility challenges in digital spaces including email often get overlooked with billions of people worldwide using email to find information and communicate marketers need to ensure messages are easy to read navigate and interact with across devices inboxes and assistive technologies accessible emails improve the experience for everyone including people with visual auditory cognitive or motor impairments so how can you make your email marketing more accessible in this blog we will cover what is email accessibility why is email accessibility important 10 email accessibility best practices what are the best email accessibility testing tools how to use artificial intelligence ai to improve accessibility questions to ask before sending an email what is email accessibility email accessibility means creating emails that everyone can read understand and engage with including people with disabilities and those using assistive devices people that you need to cater to in your accessibility are those with visual auditory physical and cognitive impairments accessibility also benefits people experiencing temporary or situational limitations such as a broken arm eye strain bright sunlight poor mobile connectivity or multitasking on smaller screens in many cases accessible email design improves usability for all subscribers not just users with permanent disabilities there s an internationally recognized accessibility framework developed by the w3c world wide web consortium known as the web content accessibility guidelines or wcag this outlines how to make websites apps and other digital properties accessible to people with disabilities and can be adopted or referenced globally for digital accessibility standards and policies many accessibility laws and regulations around the world including in the us with disabilities act ada the european accessibility act eaa and accessibility regulations in canada the uk and australia reference or align with wcag principles why is email accessibility important introducing accessibility into your email campaigns can help improve readability usability and engagement signals that may contribute to stronger click through and conversion performance accessible emails can also help you reach a wider audience which includes over 1 billion people who live with some form of disability according to the who failing to make your emails accessible means excluding a massive chunk of your audience from critical updates marketing offers or general communication you can also help ensure better inbox placement as emails with clean semantic html and accessible structures are recognized as legitimate and trustworthy legal compliance is also a factor that companies need to take into consideration regulations like the european accessibility act eaa are setting a new bar for digital inclusion so accessible emails can also help mitigate the risk of digital accessibility lawsuits and hefty fines if you don t have the right accessibility in place it can get really cumbersome or just not be able to happen at all and that s really frustrating for someone with a disability because you want to show your value you want to show you re independent cori perlander former sales enablement manager of accessibility consultancy tpgi dmi podcast 10 email accessibility best practices email marketing is one of the most critical tools in a marketer s toolkit companies use email for transactional and promotional purposes as well as customer support you d be hard pressed to find a digitally savvy company today that doesn t take advantage of its many benefits email accessibility best practices ensure your communications are inclusive readable and functional for all recipients these standards when aligned with wcag can improve readability and boost overall engagement so let s look at some best practices to improve accessibility in your email activities and campaigns 1 use an accessible layout and content one of the most fundamental things to do is to ensure the layout and content of your emails is accessible some simple but effective ways to do that are use a single column layout as they are responsive prevent the need for horizontal scrolling on mobile and display much better across different screen sizes use a clear visual hierarchy to break up information by using consistent html headings h1 h2 etc short paragraphs and sections include whitespace to give your text and buttons room to breathe to reduce cognitive overload and prevent the page from looking cluttered don t justify text as this can create uneven areas of white space that are difficult to read instead left align your paragraphs longer than 3 4 lines choose readable fonts such as sans serif e g arial or helvetica and avoid overly stylized or decorative typefaces use high color contrast a minimum ratio of 4 5 1 between the text color and background set line height to 1 5 times the font size to prevent lines of text from squishing together use alt text to give a description of images and graphics to make content accessible include tags such as language tags alt text or emphasis tags to tell software how to read pronounce and navigate your message here s a great example of an accessible email from airbnb which includes the following features left aligned paragraphs each block of information is placed inside a table images and icons don t have alt text since they are decorative the cta has a huge tappable area ideal color ratio example of accessible email from airbnb designmodo you can also check out our email marketing tips and examples to get some inspiration for your campaigns 2 send html and plain text emails most marketers love html emails and what s not to love you can style them to match your brand fill them with glorious images and eye catching gifs and create a more attractive email than what you d be able to achieve with a vanilla plain text email however the problem is that when you start embellishing emails and you don t take accessibility into account some users may not understand the message you re sending them best practice is to also send plain text emails that use descriptive link text if applicable this ensures that your emails cater to a wider audience and take accessibility into account 3 tag tables in your layout most html emails are structured using table tags because they offer the most consistent look for emails viewed in multiple email clients like google or yahoo but the table tag was not intended to be used in this way like many other web design techniques web designers hijacked them for their own purposes this poses a problem for screen reader users as a screen reader will still read the content inside tables as individual cells making for a disjointed user experience however you can overcome this by adding a snippet of code to your html simply add role presentation to alert these users that these are presentation tables not a data table example of code used in table tags the presentation role hides the table structure from screen readers while leaving the content inside the table unaffected to a screen reader user it will appear as if there were no table to begin with 4 use a semantic html structure another great way to improve the readability of your emails and make your code more accessible is by using headings to create a clear visual structure and hierarchy this helps structure content and makes it easier for subscribers using screen readers to navigate coding for accessibility ensures your headings are properly structured making it simpler for all users to follow the content here are some simple tips for using headings effectively example of visual hierarchy of an email litmus including semantic elements gives your subscribers who use screen readers the option to scan through an email by header you can do this by using and tags according to litmus 5 dark mode optimization optimizing emails for dark mode ensures your branding remains intact and readable when email clients like apple mail or outlook invert colors you can do this by using transparent png images adding a thin white outline to dark logos including sufficient contrast in dark mode and testing emails and using dedicated css media queries 6 use accessible cta buttons there s no point in including call to action or cta buttons if a portion of your audience or subscriber list can t see or use them to ensure accessibility around ctas consider a minimum tap target size using descriptive cta text and avoiding vague phrases for example avoid buy now and instead make it more descriptive and engaging such as download the 2026 accessibility checklist let s look at a good and a bad example of a code snippet for a button bad the reason this is weak is because it depends on images uses a weak cta offers limited accessibility and has poor dark mode support good style font size 16px font family arial sans serif color ffffff text decoration none padding 14px 24px display inline block download the accessibility guide this code for a button is good because it uses live html text is screen reader friendly has better mobile rendering includes an accessible tap target and allows images to be disabled without losing cta visibility 7 use motion sensitivity if you choose to use gifs or animations in your emails it s important to think about accessibility you can make emails more user friendly by reducing flashing animations providing fallback frames and avoiding excessive motion the reduced motion standard helps you design emails to respect the user s system preferences while using css implementation can be used to pause background videos or looping gifs for users you can also set animation limits to ensure any animated elements stop looping automatically after 5 seconds 8 embed mobile accessibility according to genesys mobile dominates email consumption at 55 of all opens while smartphones account for the majority of email engagement with so many people accessing emails on their mobile emails need to be designed and structured in a way that suits a smaller screen you need to optimize your emails for mobile key steps to take are use single column layouts keep text above 14px avoid center aligned paragraphs make link text informative and short keep color contrast to accepted guidelines use spacing between links include thumb friendly buttons use responsive typography avoid tiny tap targets contrast ratio example for accessibility litmus 9 use emojis people like a well placed and relevant emoji in communications and the use of these symbols has become more popular in emails while emojis don t guarantee better performance they can boost visibility in a crowded inbox here s a good example from moosend to see the impact an emoji can have emoji use in subject lines of emails moosend for email accessibility the recommendation is generally use emojis sparingly avoid using them as the sole method of communication test how screen readers interpret them avoid excessive emoji use in subject lines and body copy screen readers often read emojis aloud using their unicode descriptions such as check mark button fire face with tears of joy however overuse of emojis can create a poor experience such as fire fire fire rocket rocket party popper which becomes distracting and increases cognitive load 10 improve deliverability accessibility and deliverability are often treated as separate disciplines but they are actually closely connected many practices like the ones above that improve email accessibility also contribute to better engagement metrics stronger inbox placement and improved subscriber experiences each of which influences sender reputation for marketers this means accessible email design is not just about compliance or inclusivity it can also support campaign performance some effective ways to use accessibility to ensure deliverability are use clean html to improve rendering use accessible coding to reduce spam like behaviors focus on a text to image balance and avoid emails with large images and little text that can trigger spam filters use a clear hierarchy through proper html heading tags bullet points and short paragraphs create meaningful copy to improve engagement which can affect sender reputation top tip it s worth knowing about the changes google and yahoo made for bulk senders of emails 5 000 per day in 2024 these new standards impact three key areas unsubscribe and opt out links spam threshold and email authentication what are the best email accessibility testing tools you may have been diligent and followed all the guidelines and best practices for an email campaign but there could be something you missed that s where testing comes in before you launch any workflow or campaign use accessibility testing tools to spot issues that are easy to overlook such as color contrast or missing alt text or tags let s look at some of the best email accessibility testing tools to ensure your communications are accessible to everyone on your list litmus an all in one tool that can evaluate accessibility for users with visual impairments and those relying on assistive technologies it includes visual impairment filters checks for over 40 accessibility criteria offers nvda screen reader previews and supports text justification and language attribute checks nvda this free screen reader is available for download for windows that reads aloud page content and relevant semantic info such as headings lists and links accessible email you can detect missing links alt texts and other accessibility issues and check email code for compliance with screen readers stark a plugin for figma sketch figjam and adobe xd this tool can check contrast ratios scan design files in the development stage and provide real time reports to address accessibility issues proactively color oracle a free desktop app that applies real time color blindness filters to your screen and helps you visualize how your design will look to users accessible colors this tool allows you to check the contrast of text and design elements webaim s color contrast checker this evaluates contrast ratios between text and background colors stripo email accessibility checker this free tool helps check whether your images have alt text and can generate any missing text with artificial intelligence ai in the editor voiceover a screen reader built into mac devices that reads aloud page content and relevant semantic info such as headings lists and links axe devtools an automated accessibility testing tool that helps you find and fix accessibility issues early in web development in a browser photosensitive epilepsy analysis tool peat this tool checks that your gifs comply with the recom...
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