Get The Most From Your Campaigns With Accessible Emails

Technology has exploded over the past several decades, and many of us have relished the convenience of quicker communication with friends, family, and co-workers.

But tech hasn’t always been inclusive for everyone. Today’s new environment and relevant legislation have made great strides toward changing that through accessible design — and email is just one area where there’s still potential for improvement.

On this page, we’ll discuss email accessibility and how you can create emails that are easy for everyone to use! Keep reading to learn more!

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What is email accessibility?

Many people rely on assistive methods like screen readers and transcripts to help them consume content online. Email accessibility is the practice of making electronic communication available to users of varying abilities by designing content to be as inclusive as possible. Successful approaches remove barriers, creating better usability for the highest number of people.

Why is accessibility important?

Over 10% of American citizens live with a disability of some sort. That translates to millions of people in the U.S. alone. Accessibility allows them to view, hear, navigate, and interact with your content more easily.

Any organization subject to the provisions of the Americans with Disabilities Act of 1990 (ADA) and Section 508 of the Rehabilitation Act must comply with their accessibility requirements. These standards help form the Web Content Accessibility Guidelines (WCAG).

But committing to accessibility is about more than meeting standards. It also significantly improves the user experience for everyone — a boost to your bottom line. Plus, it allows your advertising to reach more people.

How do I check my email accessibility?

The answer depends on the platform you’re using:

• For Windows users, this tool appears under “review” in the top menu bar.
• On Mac systems, you’ll find it in the “options” section.
• Outlook contains a feature that will automatically scan for issues like navigation challenges and missing alt text.

Gmail offers two formats to users — standard and basic HTML. The standard version is most compatible with screen readers, and the HTML version works best for browsers that don’t play well with Google’s technology.

With the right tools, you can also test an email on your device before sending it. For example, the suite of accessibility features on iOS-based devices allows you to check how a screen reader will interpret your message with VoiceOver. You can test color contrasts with tools like filters, too.

Android-based operating systems contain similar resources, like the TalkBack screen reader. You can also change contrast and colors to preview your email for acceptable display.

How do I make my emails accessible?

Follow these eight steps to boost the accessibility of your emails and stay compliant with the relevant regulations.

1.    Write a descriptive subject line

A catchy subject line improves your email open rate by creating curiosity on the reader’s part. It also sets up the users’ expectations of what’s inside. Being concise and descriptive enhances accessibility and has a positive impact on total engagement rates.

2.    Code with heading elements

Screen readers rely on coding to accurately convey the contents of an email to the user. Using header tags to indicate sections is a more accessible practice than designing them with stylistic choices.

3.    Keep your content logically organized

Stick to one full-width column rather than a multiple-column design. Screen readers go from left to right, so the message won’t make sense if you use newspaper- or magazine-type layouts. This practice also makes for a more responsive experience, which is a must in today’s mobile-first world.

4.    Ensure an appropriate contrast between colors

The colors you choose can tell a user a lot about your brand, but be sure to keep high contrast between your text and its background. Online tools can help you evaluate your choices so everyone can read your message.

5.    Use alt text for any images you include

Your email should rely primarily on text rather than imagery to get its message across. Supporting visuals are acceptable as long as you use alt text and describe them accurately. If you have more than one image, be sure to describe them separately for better understanding.

6.    Make linking text meaningful

When you include links in your email, they should give the user context and be readily identifiable. Use specific language and more than a color change to indicate an outbound link and its destination. You might opt to bold or underline your anchor text to ensure it stands out.

7.    Consider plain-text emails

You can also opt for a plain-text version of emails if imagery and embedded links aren’t necessary for your marketing message. Screen readers readily understand this format and can easily convey the heart of your message to users with visual impairments.

8.    Accommodate dark mode

One feature many users prefer is relatively new to the scene. Dark mode debuted on Apple devices in 2019, allowing users to view lighter text on a dark background instead of the standard dark-on-light design. This color inversion creates a more accessible experience for some users, so it’s best to optimize your emails for compatibility with both options.

WebFX has the accessibility expertise your business needs

Want to hear more from an accessibility expert today? Call WebFX at 888-601-5359 or request a free proposal on email and web design accessibility online.

We’re a full-service digital marketing and web design company with the knowledge and experience to help you meet accessibility standards and expand your reach. Our award-winning team of developers and strategists is ready to create a custom strategy to meet your organization’s needs, so get in touch today.