Making sure that everyone can enjoy reading and engaging with your emails isn’t only good for business; email accessibility is also a legal requirement for most businesses to maintain compliance and a major part of inclusive marketing. For anyone with visual, auditory, or cognitive disabilities, accessible emails mean the emails are designed, written, and coded to their needs.
This guide will discuss how to design and build emails that work best for everyone. We will explore email accessibility best practices, core guidelines, and great checklists that all designers and contributors should keep on hand to check that their work remains in email Americans with Disabilities Act (ADA), European Accessibility Act (EAA), and Accessibility for Ontarians with Disabilities Act (AODA) compliance.
Why Email Accessibility Matters (Beyond Compliance)
Accessibility goes beyond simply following globally recognized Web Content Accessibility Standards (WCAG). It represents respect and inclusion for all users. Prioritizing accessible email design serves ethical, legal, and business interests. Ethically, it enhances the user experience, especially for those with disabilities, aligning with brand values and diversity, equity, and inclusion (DEI) commitments.
Neglecting email accessibility risks non-compliance, which could result in legal action or costly ADA, EAA, and AODA lawsuits and fines. Additionally, accessible emails provide SEO and deliverability benefits. They tend to bypass spam filters because cleaner, semantically correct code is less likely to trigger spam detection. Plus, they encourage higher engagement since users find accessible emails easier to read and interact with, making them more likely to click links and respond.
Core Email Accessibility Guidelines You Should Follow
What defines an accessible email? Several core rules and standards should guide your efforts. Here’s an overview, covering ADA, EAA, and AODA compliance with WCAG principles.
ADA, EAA, and AODA Compliance in Email Design
Accessibility in email design is more than just aesthetics, it’s a legal and ethical responsibility under the Americans with Disabilities Act (ADA), the European Accessibility Act (EAA), and the Accessibility for Ontarians with Disabilities Act (AODA).
To make sure you’re in compliance, use:
- Clear subject lines
- A logical structure with headings and lists
- Sufficient color contrast
- Descriptive link text
- Meaningful alt text for images
These standards promote equal access for people with disabilities whether under ADA and Section 508 in the U.S., EAA requirements across the EU, or AODA regulations in Canada.
WCAG Principles
The WCAG principles include Perceivable, Operable, Understandable, and Robust.
- Perceivable means users should see and comprehend information easily, achieved through high contrast, alt text for images, and reducing reliance on color.
- Operable refers to usability and navigation, using semantic HTML, making emails accessible on mobile devices and via keyboard (without a mouse), and avoiding flashing content.
- Understandable involves clear language, readable fonts, good spacing, and aligned text.
- Robust requires proper HTML structure for assistive technologies, using simple layouts and avoiding layout tables.
Practical Design Best Practices for Accessible Emails
Making emails accessible requires more than ensuring they work correctly and are user-friendly; it also involves specific design considerations. To create accessible emails, follow best practices like using proper HTML structure, including headings and paragraphs, to help screen readers interpret and navigate your content more effectively.
Instead of relying on HTML tables for layout, which can cause accessibility issues, use CSS techniques like Flexbox or Grid to develop flexible and responsive designs that look great on any device.
When designing accessible emails, pay attention to the reading order. Content should follow a logical sequence so users can understand the information easily. Also, focus styles should be added to links and buttons to show where keyboard users are pointing.
Font Size and Contrast Recommendations
To comply with accessibility email requirements, choose fonts carefully and use good color contrast. This will make your emails more accessible and welcoming to more users.
- Use recommended font sizes, typically 12 points (pt) or 16 pixels (px) or above, to make the text easily readable.
- Choose clean, sans-serif fonts such as Arial or Helvetica, which are clearer on screens.
- Maintain high contrast between text and background. For example, dark text on a light background can improve readability for users with visual impairments.
- Avoid using decorative fonts, italics, or all-caps styles, as these can be difficult to read and may not meet accessibility standards.
Responsive and Mobile Accessibility Tips
When it comes to email accessibility, it is essential to ensure that emails are responsive and mobile-friendly. This includes:
- Designing with mobile screen reader considerations in mind
- Providing touch-friendly spacing and tap targets for easier interaction
- Following best practices for device testing to ensure compatibility across various devices
Email Accessibility Checklist for Designers & Developers
Use this checklist to review your emails before sending. It covers visual design, coding, content, and interactivity.
Alt Text for Images
- Write clear, brief descriptions for each image's purpose.
- Avoid phrases like “image of” or “picture of.”
- Use alt="" for decorative images so screen readers skip them.
- Make sure text in images is also available as live text whenever possible.
Descriptive Links and CTA Buttons
- Use descriptive link text (e.g., “Read our latest report” instead of “Click here”).
- Check to be sure the CTAs clearly state their purpose, e.g., “Download the Guide” or “Shop the Sale.”
- Maintain high color contrast between text/button and background (at least 4.5:1).
- Make buttons accessible with keyboard and clearly identifiable as interactive.
Table Structure for Screen Readers
- Use tables only for tabular data, not for layout.
- Add <th> tags for headers and link them with <td> cells using scope="col" or scope="row".
- Keep table markup simple, avoiding nested tables or merged cells that can confuse assistive tech.
- When using tables for layout (common in emails), ensure content reads logically in a linear order.
Proper Heading Hierarchy
- Use headings (<h1>, <h2>, <h3>) in sequence for logical flow.
- Start with a single <h1> (email title or main message).
- Avoid skipping levels (like jumping from <h1> to <h3>).
- Headings help screen readers and users navigate content quickly.
Testing Tools
Use accessibility testing tools to evaluate your email across various devices and assistive technologies.
- Some tools for Screen Readers include NVDA, JAWS, and VoiceOver.
- Accessibility Checkers are Litmus, Email on Acid, and WAVE.
- Color contrast tools, such as Contrast Ratio or the Stark plugin, are useful.
- For keyboard testing, navigate using the Tab and Enter keys to assess focus and accessibility interaction.
Common Accessibility Errors to Avoid
Many common email accessibility errors can be avoided.
- Images lacking alt tags (or redundant ones) can hinder users who rely on screen readers.
- Insufficient color contrast between text and background can make content difficult to read for users with visual impairments.
- Having text embedded within images without accompanying live HTML prevents screen readers from accessing the information.
- Unlabeled buttons and links can confuse users about their functionality, especially for those with disabilities.
Get Help with Email Accessibility and Compliance
Accessible email design isn’t just a checklist; it’s a mindset demonstrating your commitment to inclusivity. Prioritizing accessibility helps you build stronger, more meaningful connections with every reader, no matter their abilities. At Americaneagle.com, we view accessibility as an ongoing journey, and sometimes you need a trusted partner to guide you. That’s where we come in.
We provide comprehensive email accessibility services, including audits and testing. Additionally, we offer custom accessible email templates, accessibility compliance consulting, and email marketing strategies that follow accessibility best practices to help you connect with your audience effectively and ethically. Together, we can make your email communications more inclusive, engaging, and compliant. Accessibility benefits your brand and community.
FAQs
What is accessibility for email marketing design?
Email design should prioritize accessibility, which is both a legal and ethical obligation under laws such as the ADA, EAA, and AODA. This involves making emails usable for individuals with disabilities by adhering to best practices.
How do I check if my emails are accessible?
The best way to check if your emails are accessible is to see if they meet the ADA, EAA & AODA compliance standards. A partner like Americaneagle.com has the expertise to help with this and more.
What font size is ADA, EAA & AODA accessibility complaint for email?
At least 12-point font or 16 pixels is recommended to make the text easily readable.
What are common accessibility issues in email design?
Common email design problems include low color contrast, text within images missing semantic HTML, small or decorative fonts, vague subject lines, and buttons or links that are hard to access.
