8 Ways to Optimize Emails for Accessibility (and Why You Should)
Email marketers know how important it can be to provide the best content for your subscribers. Your analytics have helped you determine the delivery time and frequency. It’s likely that you have spent hours setting up the settings to ensure that every email looks great on desktops and mobile devices. Although you think you know everything, are your emails easily accessible?
According to the CDC, 61 million adults in the United States live with a disability, which is 26%, or roughly one in four. Additionally, the assistive technology industry is projected to reach $26-$31B in 2024, nearly doubling with respect to 2015 ($14B).
You are now ready to up your game and implement the best practices in email design accessibility for everyone. Continue reading to learn how to choose the right colors, fonts and formats for your email design and align it with assistive technology.
These are the best practices to ensure email accessibility
1. Use descriptive subject lines
The most important part of any email is the subject line, plain and simple. The subject line is what determines whether readers open an email, no matter how great the content. To make your emails accessibility-friendly (and more appealing to your audience in general), you need to encapsulate what readers can expect, in about 41 characters. Use tools such as Send Check It and Net Atlantic’s Subject Line Grader to check the length and quality of your subject lines.
Remember, keep the subject lines relevant to your copy so that your subscribers aren’t disappointed when they open your emails. Nothing is worse than being excited about something and then finding out that it was click bait.
2. Focus on the focal points.
Color matters when you have subscribers who have certain visual impairments.
Check your contrast ratio
Contrast can make a huge difference in how they respond to your emails. Consider people who may be colorblind. If your email is set up to give focal points by using different colors, you’re missing out on delivering your message to anybody who can’t differentiate between colors.
You can use this tool to check the contrast ratio. You can simply type in a color name, or hex code to check if it meets the AA and AAA requirements.
For important information, use black and white
You want to communicate your message clearly and concisely. Leave the colors out of the equation and use black and white for any conversions. If you don’t agree with the use of black and white, make sure to choose one color for your text and one for the background. Keep it simple.
Notice:Email builders can also check for emailsAccessibilitySuch asPostcards. Marketing software allows you to even view your customers.Your contentIt would be the same way that a subscriber would see it.
3. Use responsive design
Make sure your emails are formatted correctly for every device, no matter what it is. Without responsive design, your subscribers may have a poor experience and devices like screen readers run the risk of displaying content out of order.
Before scheduling your emails, make sure you double-check that the responsive tool is working properly.
These tips can make it easier to find your email messages.
Use HTML tags to prioritise the information in your email
Your basic HTML code is necessary to ensure that your subscribers using screen readers understand your message.
For any message you send, it is essential that the receiver understands your message.
And if you are using a particular markup type, you can use CanIUse to see which browsers and apps it is compatible with. If you’re using ARIA (Accessible Rich Internet Applications), for example, you can enter it in the prompt to see which browsers and apps it is compatible with. ARIA is a specific HTML element that bridges the gap between assistive technologies.
Use semantic code
Some HTML elements, such as the with, dictate how content should look.Or
Set language attribute
Last tip on code: Make sure the HTML language attribute is set so screen readers and other devices can display your content in the correct language. This is a simple way to improve the engagement of your subscribers.
5. Use alt text to tag your images
Many people with disabilities prevent images from being sent to their email or use screen readers. Flashy animations or flashy content can cause problems. Screen readers also can’t see the image.
They can, but they won’t.
An alt tag is essentially what makes your images “readable” by search engines and screen readers. The alt text, or text alternative, should be a brief description of the image.
Similarly, if you are planning on linking to videos in your email campaigns, you might want to consider including a text summary for people who might have a hearing impairment. Many hosting pages provide video transcription to enable people with hearing impairments to hear what you are trying convey.
Your content may blur if there’s not enough space between the lines. This can lead to subscribers leaving your site. This can be fixed bySet your line-height to 4 pixelsTo improve readability, or to use design elements to create sections.
Also, you want to leave enough white space between paragraphs in order for scanners to focus on what they are reading.
7. Use emojis with care
While we know that emojis and fonts can be fun to play with, do they really add value to your content or just make it more interesting? Believe it or not.Subject lines using emojis have higher open rates. But;An emoji shouldn’t be used to replace a wordIt should not be used at either the beginning or end a subject line.
If you feel they add value to your email, emojis can be included in it. However, they may not be seen by all subscribers. This is a natural thing that will happen from time to time. The same applies for videos and pictures. While you can accommodate all users, it is impossible to do so without some flexibility. That’s okay.
When creatingemail campaignsYou need to consider the size of your text as well as how easy it is to read. Keep your text at aMinimum 14 pixelsFor mobile, it could be 16 pixels. This is the most popular size so readers don’t have to struggle to read your emails. It also ensures that elements don’t become blurred if they need to zoom in.
When it comes to clicking on links in an email, text size is important. Mobile devices have small screens that make it difficult to find the right spot for a link.
Fonts can be difficult to read on mobile devices, particularly because many are too close together. It’s best to keep it simple. It is a safe bet to stick withsans serif fontsSuch as Arial, Tahoma and Calibri.
Notice:You should be aware that screen readers may not know the best way to grab a reader’s attention. They will frequently tab past links that do not indicate.What they can expect if it clicks.
9. Quality content is the priority
Emails should be informative and useful to your subscribers. You want your subscribers to find the information they need easily. But, it is also important to make sure the content they read adds value. Subscribers who feel they are being dragged along with irrelevant information will unsubscribe or mark your emails as spam. With quality content, on the other hand, you can build trust and strengthen your relationship with your subscribers.
These email accessibility best practices will help you reach your entire audience
Checking your emails for design accessibility is necessary to ensure your information, promotions, and resources are accessible to every type of individual in your database. We live in a world that continues to evolve with advanced technologies that can make life easier for a diverse range of people. These strategies can be used to reach people who use them.
- Use descriptive subject lines
- Focus on the details, not color
- Use responsive design
- Verify your code
- Use alt text to tag your images
- Make sure you check your text size, spacing and alignment
- Use emojis with care
- Make sure you check your font size and font quality
- Quality content is the priority