We are in the era of inclusion and it is more than high time to adapt. An all the more important fact in marketing and, we will see here in the field of emailing. Why should you absolutely promote the accessibility of your emails and how to proceed? We explain everything to you.
What is the accessibility of emails?
It consists of conceiving emails that can be read and easily understood by the widest public as possible, which therefore also includes people with hearing, visual, engine or even cognitive handicap. Although various technologies allow these people to read their emails in one way or another (adapted screens readers, audio system to read content, etc.), the message in question must also make its share work.
If we take the example of audio content, it will not be accessible to the deaf and hearing impaired; It will therefore be necessary to adapt it so that this audience too can benefit from it. Thus, your email must be able to offer an optimal user experience to everyone.
How to make your emails accessible to everyone?
Main tips for text
Your content must be clear and concise; A basic rule that counts even more, about accessibility. This first instruction applies to the content as for the object of your email, which must be precise and short. Go straight to the point, a lyrical flight will not help a visually impaired or dyslexic person to seize your message correctly and quickly.
Ditto the paragraphs, avoid extending too many lines and structure them correctly. It would be boring for the majority of readers, and even more for people who need a reader or a screen magnifying glass, for example. In the same spirit, avoid the endless lists and the tables or graphics clad in numbers.
Favor simple text rather than text images in order to optimize reading on all types of supports. Regarding the visuals, also think of the alternative text which will make it possible to describe the image or the video, in the case of an audio version for example.
Main tips for design
As with text, the layout must be simple and must adapt to different screen sizes. Use a basic font (Arial type), as well as sufficient size (minimum 12) in order to maximize reading. Do not hesitate to bring out the main titles and messages. Avoid centering or justifying the text, as this can make reading more difficult, especially in cases of dyslexia.
For the choice of colors, avoid barking your email and make sure to use well contrasting shades, especially between text and background, as well as call-to-action and links. Particularly think of daltonian people.
Your layout must adapt as well to different types of support (mobile, PC, tablets) as well as devices designed to help people with disabilities.
The importance of accessibility tests
As always, it is essential to test your email several times before sending it. Make sure it is readable on all types of devices, but that it is also compatible with reading help tools for disabled people. Know that some platforms specializing in emailing now offers functions allowing to test accessibility of the message.
Design an email taking into account accessibility certainly requires additional efforts, but these are adjustments that can make a big difference both for you and for your subscribers. Digital accessibility is an integral part of the user experience, and we are talking about users here in all their diversity.