Email accessibility: The best practices for email marketers
People with disabilities like dyslexia, colour blindness, and astigmatism can find certain content difficult to read, so email accessibility is about creating content that everyone can interpret and engage with. Guy Hanson, VP of customer engagement at Validity, explains why email accessibility should be incorporated as standard best practice by all email marketers and how they can alter their campaigns to create a better subscriber experience for all.
Accessibility is a big topic in the email community right now, and one that senders should be embracing as best practice. Imagine opening an email from your favourite brand and not being able to interpret the content. Perhaps you have a visual impairment and the information isn’t formatted clearly. Or maybe the font is just too small, and even though you try to zoom in, the task is too difficult. People with disabilities like dyslexia, colour blindness, and astigmatism can find certain content difficult to read, meaning increased accessibility is crucial to create inclusive email marketing campaigns.
While senders should be embracing accessibility regardless, laws such as the Americans with Disabilities Act (ADA), Australia’s Disability Discrimination Act and the UK’s Equalities Act of 2010 have also created legal obligations in this space. Accessibility is about more than just avoiding penalties though, in fact many strategies used to create accessible content overlap with established email best practices. Implementing content that all subscribers can access enhances brand reputation, increases ROI, and allows all subscribers to engage.
So, here’s how you can increase your email accessibility today.
