77% of marketers say email accessibility is a priority for their brand, but only 8% follow through with accessibility best practices. That’s a pretty huge gap, right? It means that by simply making your emails more accessible, you could be part of the 92% who are not only doing the right thing but also standing out with every email launch. And let’s face it, everyone wants their brand to be known for being ahead of the curve – and accessible emails will do just that.
But why is email accessibility so important? We’re glad you asked.
Why Is Email Accessibility Important?
Accessibility in email marketing goes beyond just being a nice thing to do; it’s about reaching a broader audience and ensuring that everyone, regardless of ability, can engage with your content. Here’s a quick reality check for you with some eye-opening stats:
1️⃣ Over one billion people worldwide live with some form of disability.
2️⃣ At least 2.2 billion people have a vision impairment.
3️⃣ Color blindness affects approximately 1 in 12 men and 1 in 200 women.
4️⃣ 15% of people have dyslexia, a condition that can make reading difficult.
These numbers aren’t just statistics – they’re people who may be having a hard time interacting with your emails. Think about it: with an inclusive approach, you could be reaching a massive, often overlooked segment of your audience.
By embracing email accessibility, you’re not just doing a good deed – you’re also positioning your brand for happier customers, higher engagement, and a competitive edge in a crowded market. It’s a win-win.
What Can You Do to Build Accessible Emails?
The good news is that creating accessible emails doesn’t require a complete overhaul of your strategy – it’s about implementing a few simple yet powerful best practices that ensure your emails are readable and usable for as many people as possible. Here are the key steps:
1. Template Code Matters
Making your emails accessible starts with the foundation – your email’s HTML code. Ensuring that your email templates are coded with accessibility in mind is essential. Use semantic HTML tags, such as headings, paragraphs, and lists, which help screen readers understand the structure of your content. Add lang attributes to your HTML tags to indicate the language of your email, which is especially useful for those using screen readers. And when using tables, don’t forget to add role=”presentation” to indicate that the table is for layout purposes, not for conveying important information.
2. Concise and Left-Aligned Copy
People with dyslexia, cognitive disabilities, and low vision will benefit from clear, concise copy that’s easy to scan. Always keep your copy short, direct, and to the point. And for the love of readability, align your text to the left rather than centering it. Left-aligned text is far easier to read for screen readers and individuals with visual impairments.
3. Use Live Text Instead of Images
Important content in images can be inaccessible to screen reader users. Whenever possible, replace images with live text – this ensures that your email content is readable and understandable. If you must use images for visual appeal or branding, ensure that the content is still accessible by using descriptive ALT text.
4. Descriptive ALT Text
Don’t leave screen reader users in the dark. Descriptive ALT text for images is critical – it tells users what the image is, what it represents, and how it relates to the rest of the email. Generic ALT text like “image” or “photo” doesn’t provide value, so always describe what’s in the image (e.g., “A smiling woman holding a cup of coffee in front of a laptop, representing our new blog post on productivity tips”).
5. Use White Space Wisely
White space is your best friend when it comes to accessibility. When there’s enough space between lines of text, paragraphs, and different sections, your email becomes far easier to scan. This is particularly helpful for those with cognitive disabilities or attention disorders who may find long blocks of text overwhelming. Plus, it simply makes your emails look cleaner and more organised!
6. Readable Fonts and Sizes
Font choice and size matter more than you might think. Choose legible, sans-serif fonts like Arial, Helvetica, or Verdana, which are easier to read on screens. And please – don’t go below 14px for your font size. Small text is a barrier for many users, especially those with vision impairments or older readers. Make your content easy to digest for everyone!
7. Colour Isn’t Enough
If you’re using colour to convey meaning (like highlighting a discount or important information), you’re excluding anyone who has difficulty distinguishing certain colours – especially those with colour blindness. Use text labels alongside colours or different symbols to convey your message, so you don’t rely solely on colour to provide context.
8. Ensure Good Colour Contrast
Colour contrast is one of the most significant accessibility factors. If there’s not enough contrast between the text and the background, your emails will be nearly unreadable for individuals with low vision. Aim for a contrast ratio of at least 4.5:1 between text and background, which is the standard recommended by the Web Content Accessibility Guidelines (WCAG).
The Business Case for Accessible Emails
Beyond just doing the right thing, email accessibility offers some solid business benefits. By following accessibility best practices, you’re not only increasing the reach of your emails but also improving your brand’s reputation as a forward-thinking, inclusive company. With more and more consumers valuing inclusivity, providing accessible emails is a way to foster brand loyalty and engage a wider audience.
In fact, accessibility improvements can lead to better conversion rates, lower bounce rates, and higher engagement. When people feel like your brand is committed to their needs, they’re more likely to stick around, interact with your content, and trust you.
Need Help Making Your Emails Accessible?
We know it can be a lot to take in, but trust us – it’s worth it. The more accessible your emails are, the better your results will be. Whether you’re new to accessibility or looking to fine-tune your strategy, we’re always here to help. Need a hand in reviewing your emails or implementing these changes? Just give us a shout.
Let’s make emails that work for everyone. After all, an inclusive email isn’t just the right thing to do – it’s the smart thing to do.
