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Accessibility is a crucial part of that endeavour - when your emails are easy to navigate and understand, you connect with more people, build trust, and foster greater engagement.
Email reigns as one of the top communication channels for most businesses. In our State of CX survey, 95% of respondents highlight email as one of their most used and successful channels when reaching customers.
To ensure your emails are engaging it’s important to create a smooth content experience. Accessibility needs to be a priority in your emails to ensure your marketing is inclusive for all. Below, we’ve outlined key best practices to ensure your HTML email campaigns remain inclusive, relevant, and accessible for every reader.
Colour contrast is one of the most impactful elements of accessible email design. Adhering to WCAG 2.0 guidelines on contrast ensures that text stands out clearly from its background.
Images can be a great way to grab attention, but make sure your message is still understandable without them.
Embedding crucial text within images can create accessibility barriers.
Complex or heavily nested tables may look visually appealing, but they can create hurdles for screen readers and responsive rendering.
Your call-to-action (CTA) should be immediately understandable.
For global audiences, specifying the language within your email’s HTML structure helps screen readers determine pronunciation and reading rules:
<html lang="en" xml:lang="en">
Using the correct attributes ensures subscribers with visual impairments – particularly those relying on screen readers – hear the content in the appropriate language.
Every email client (e.g. Gmail, Outlook, Apple Mail, or smartphone apps) can render HTML differently. Thorough testing is the best way to maintain accessibility.
At Mapp, we believe in creating digital marketing solutions that prioritise inclusivity. If you have any questions on how to integrate accessibility into your next email campaign, our team is here to help. However, it’s important to note all the HTML code best practices mentioned above are already standard in new builds.
In addition to already following best practices, we offer an Accessibility Auditing Service that includes a comprehensive review by our experts. This service goes beyond automated tools by also incorporating a human eye to assess and refine your email’s accessibility, ensuring it resonates with all subscribers.
Let’s work together to build experiences that are not only inclusive but also impactful – no matter how your audience chooses to interact with your content.
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