For email marketers, providing top-notch content to subscribers is paramount. You meticulously analyze data to optimize timing and delivery, spending hours perfecting the design for seamless viewing on both mobile and desktop devices. You believe you’ve covered all bases, but have you considered the accessibility of your emails?

Image source Statistics from the CDC reveal that 61 million adults in the United States, representing 26% or approximately one in four individuals, live with a disability. Furthermore, the assistive technology market is projected to hit $26-$31B by 2024, effectively doubling its 2015 valuation of $14 billion.

It’s high time to elevate your email game by adopting best practices for email design accessibility, catering to individuals from all walks of life. Delve into the following sections to discover optimal choices for colors, fonts, formats, and other elements that will broaden your subscriber reach and ensure compatibility with assistive technologies.

Implementing Best Practices for Email Accessibility

A recent marketing accessibility study by Capterra indicated that 83% of marketers believe their companies are now more proactive in incorporating accessibility into their digital marketing strategies compared to the past. You, too, can join this growing movement!

From subject lines to body content, font sizes to color palettes, numerous elements within your small business’s emails warrant attention to guarantee accessibility for all.

1. Crafting Descriptive Subject Lines

The subject line reigns supreme as the most critical element of any email. No matter how compelling your email content, it’s the subject line that ultimately determines whether or not recipients will open it. To make your emails both accessibility-friendly and universally appealing, strive to encapsulate the essence of your message in approximately 41 characters. Leverage tools like Send Check It or Net Atlantic’s subject line grader to test the length and efficacy of your subject lines.

email accessibility—subject line checker "send check it"

Image source Maintain relevance between your subject lines and your email copy to avoid disappointing your subscribers. There’s nothing more disheartening than feeling enticed by a subject line only to discover it was merely clickbait.

2. Moving Beyond Color as the Sole Emphasis Tool

For subscribers with visual impairments, color choices carry significant weight.

Contrast Ratio: A Key Consideration

Contrast plays a pivotal role in determining whether individuals with visual impairments will engage with your email. Consider those with color blindness. If your email relies solely on different colors to highlight key points, you risk excluding anyone who struggles to differentiate between those colors.

Utilize tools like [insert tool name] to check for contrast ratio. By simply entering a color name or hex code, you can determine if it meets the AA and AAA requirements for accessibility.

email accessibility—contrast ratio tester

Image source Black and White: Champions of Clarity

To ensure clear and concise communication, reserve colors for non-essential elements and opt for a classic black-on-white scheme for any information crucial for conversions. If a strict black-and-white palette seems unappealing, select a single color for text and a contrasting color for the background, prioritizing simplicity.

Note: Several email builders, including Postcards, offer built-in accessibility checks. Some marketing software even allows you to preview your content from the perspective of a specific subscriber.

Free email templates! >> 30 Free Small Business Email Examples & Templates

3. Embracing Responsive Design

When coding your email campaigns, prioritize responsive design to ensure content formats correctly across all devices, including smartphones, tablets, and laptops. Without it, subscribers may encounter a frustrating user experience, and assistive technologies like screen readers might display content out of order.

Even with a responsive design tool, diligently review your email’s appearance on desktop, mobile, and various email clients before scheduling.

4. The Importance of Clean Code

A few code-related strategies can significantly enhance the accessibility of your emails.

HTML Tags: Prioritizing Information

To ensure screen reader users can comprehend your message effortlessly, incorporate basic HTML code like

and

to structure content you deem essential for recipient understanding.
When using a specific markup type, consult resources like CanIUse to confirm its compatibility with various browsers and apps. For instance, if you’re using ARIA (Accessible Rich Internet Applications), this tool can verify its functionality across different platforms. ARIA utilizes specific HTML elements to bridge the gaps often encountered by assistive technologies.
Image source
Semantic Code: Adding Meaning
While certain HTML elements dictate visual presentation (e.g., or
), semantic code focuses on defining content meaning. Examples include tags like
,
, , and
. Semantics provide device readers with richer context, enabling them to deliver the best possible user experience.
Image source
Language Attribute: Ensuring Accurate Delivery
Finally, set the HTML language attribute to enable screen readers and other devices to display or pronounce your content in the subscriber’s correct language. This simple adjustment can considerably improve subscriber engagement.
5. Image Alt Text: Making Images Accessible
Many individuals with disabilities choose to block images in their emails or rely on screen readers. This is partly due to potential issues caused by flashing content or animations and partly because screen readers cannot “see” images in the traditional sense.
However, by adding alt tags to your images, you essentially make them “readable” by screen readers, search engines, and other technologies. The alt text, or alternative text, should provide a concise description of the image.
Similarly, if you plan to incorporate video links in your email campaigns, consider including a text summary for hearing-impaired individuals. Many hosting platforms offer video transcription services, allowing all users to access your message.
6. Text Size and Spacing: Striking the Right Balance
Insufficient line spacing can make your content appear cluttered and overwhelming, potentially driving subscribers away regardless of how valuable your message is. Remedy this by setting your line-height to at least 150% of your font size to improve readability or by using design elements to create distinct sections.
Additionally, maintain ample white space between paragraphs to aid visual scanners in maintaining focus.
7. Emojis: Use with Discretion
While experimenting with fonts and emojis can be tempting, do they genuinely enhance your content? Surprisingly, subject lines with emojis do have higher open rates. However, an emoji should never replace a word but rather complement it, ideally placed at the beginning or end of a subject line.
Image source
Feel free to incorporate emojis if you believe they add value, but remember that not all subscribers will see them. The same applies to images and videos. While striving to accommodate all user preferences is admirable, some degree of flexibility is inevitable and acceptable.
8. Font Choice and Size: Opting for Clarity
When crafting email campaigns, prioritize readability by carefully considering text size. Aim for a minimum font size of 14 pixels, potentially increasing to 16 pixels for mobile devices. This generally ensures comfortable reading without distortion when zoomed in.
Text size, along with white space, also affects the clickability of links in your emails. On smaller mobile screens, tapping the correct spot for a link can be challenging.
Regarding fonts, many are too condensed or inherently difficult to read, especially on mobile devices. Stick to simple, sans-serif fonts like Arial, Tahoma, or Calibri for optimal readability.
Note: It’s crucial to understand that “Click here” is not an effective call to action. Screen reader users often skip over such generic links because they lack context about the destination and purpose.
9. Prioritizing Quality Content: The Heart of Engagement
The ultimate goal of any email is to deliver valuable information that prompts subscriber action. Therefore, strive for both readability and intrinsic value in your content. Subscribers who perceive your content as a waste of time are more likely to unsubscribe or mark your emails as spam. Conversely, high-quality content fosters trust and strengthens your subscriber relationships.
Embracing Email Accessibility: Reaching Your Full Potential
Implementing these email design accessibility checks is essential to guarantee that your information, promotions, and resources are accessible to every individual in your database. As technology evolves to accommodate a diverse range of needs, it’s our responsibility to adapt our strategies accordingly. Utilize these best practices to connect with all subscribers, fostering an inclusive and engaging email experience for everyone.
Let’s recap these essential strategies for broader reach:
Craft descriptive subject lines
Don’t rely solely on color for emphasis
Implement responsive design
Write clean and accessible code
Tag all images with descriptive alt text
Optimize text size and spacing for readability
Use emojis thoughtfully and sparingly
Choose clear and accessible fonts
Prioritize high-quality, valuable content