Imagine a visually impaired subscriber receiving your newsletter without being able to understand its content. This is still the case for thousands of campaigns every day. Today, inclusivity is both an ethical and regulatory imperative, and email marketing is no exception. Accessible emails not only reach a wider audience; they demonstrate a commitment to a fair user experience. This article presents concrete methods to maximize your subscribers’ experience while respecting current accessibility standards.
Understanding Email Accessibility
Email accessibility aims to ensure that all users, including those with disabilities, can receive, understand, and interact with the content provided. This involves optimizing emails for people who are visually impaired, deaf, have cognitive or motor impairments, or those using assistive technologies such as screen readers.
Key statistics:
- 52% of French companies consider increased customer loyalty as one of the main benefits of accessibility. (Capterra, 2024)
- 60% of French respondents believe they have lost consumers due to a lack of accessibility. (Capterra, 2024)
- 71% of customers with accessibility needs will leave a website they find difficult to use, and 82% are willing to pay more for a competing product if it offers a better user experience (The Purple Pound, 2023).
(Source: FEVAD)
Who is responsible for email accessibility?
Companies and their marketing teams: They are the primary parties responsible for creating accessible emails. They must ensure that their mailings comply with accessibility standards and are suitable for all users. This includes managing subscriber lists, email design, and content writing.
Developers and designers: They are responsible for coding emails in an accessible manner by following best practices in HTML, CSS, and accessibility standards. Their role is crucial to ensure email compliance with technical requirements.
Regulatory organizations and legislators: Entities like the European Commission or the International Organization for Standardization (ISO) define guidelines on digital accessibility, which include emails.
On the legal side
In France, this approach is not only ethical but also in compliance with the requirements of the EN 301 549 standard, which applies to digital products and services under European accessibility legislation.
Moreover, the European Accessibility Act (EAA), coming into force in June 2025, reinforces this obligation by expanding accessibility requirements to many digital services, including emails. Companies will thus have to ensure an inclusive and accessible experience for all users to avoid legal risks and strengthen their social commitment.
Fundamental Principles of Accessible Coding
1. Semantic content structure
The use of appropriate semantic HTML elements is essential for a clear content hierarchy. This allows assistive technologies, like screen readers, to understand the organization and importance of different sections of an email.
For example, tags like <h1>, <h2>, <p>, <ul>, <ol>, and <a> should be used correctly to logically and comprehensibly structure the text.
Tip: Ensure that each section of your email is well defined using header tags like <h1> or <h2>, and do not place structuring content such as paragraphs or lists in header tags.
2. Alt text for images
Each image must be accompanied by a descriptive alt attribute. This allows users to understand the visual content, even when images are turned off or when they are using screen readers. A good alt text should be informative and relevant.
Tip: Avoid using vague descriptions like “image” or “photo.” Specify what the image illustrates, for example: “Woman using a smartphone at a desk.”
3. Color contrast
Sufficient contrast between text and background is essential for users with reduced vision or color perception disorders. Minimum contrast criteria must be met according to WCAG (Web Content Accessibility Guidelines) standards.
Tip: Use tools like the Contrast Checker to test the readability of your colors and ensure they meet the required contrast thresholds for text readable by everyone.
4. Link accessibility
Links must be clearly identifiable, and their destination must be explicit. This allows users, particularly those using a screen reader, to understand where these links will lead them.
Tip: Use descriptive link texts and avoid vague terms like “click here.” For example, prefer: “Discover our new email cleaning software.”
5. Layout tables
The use of tables for layout should be avoided as much as possible. If necessary, the role=”presentation” attribute should be added to indicate that they are used for presentation purposes, not structured data.
Tip: If you absolutely must use tables for layout, make sure to add role=”presentation” attributes and ensure their structure does not disrupt user navigation.
Advanced Techniques for Accessible Email Coding
Use of ARIA attributes
ARIA (Accessible Rich Internet Applications) attributes are powerful tools for enhancing the accessibility of interactive elements like buttons or dropdown menus. The aria-label attribute is particularly useful for providing additional descriptions for elements that do not have visible text.
Dark mode accessibility
With the increasing use of dark mode, it is important to test and adapt emails to ensure optimal readability in this mode. Specific CSS queries can be used to adjust colors and images according to user preferences.
Validation and testing
Before sending your emails, it is crucial to test their accessibility. Tools like Litmus and Email on Acid allow you to simulate the display of your emails on different devices and email clients while checking their compliance with accessibility standards.
Creating accessible emails is not just a legal obligation or a trend; it is a commitment to inclusive and respectful communication. Adopting accessible coding practices expands your audience but also strengthens the trust and loyalty of all your subscribers.
