Email marketers beware – monsters are on the loose and ruining peoples’ e-mail experience, terrorising your KPIs, and casting a shadow over your company’s reputation by creating accessibility nightmares.
Accessible e-mails aren’t just for readers with a diagnosed condition, condition, but also anyone who might be temporarily impaired by things like noisy surroundings, bad light or even holding a bag.
This is just a reminder or first glance at email accessibility, for more information
THE VAMPIRE OF UNCLEAR CONTENT
Inaccessible content sucks the value from good communications, turing emails into the living unread.
WHAT MAKES THE WHAT MAKES THE MONSTER?
- Vague language
- Jargon/acronyms
- Lack of structure
HOW DOES IT AFFECT YOUR AUDIENCE?
Challenging for people with visual impairments or who are reading in bright light or on small screens.
THE WEREWOLF OF POOR DESIGN
Poor visual design transforms a good email into an accessibility howler and a beast to navigate.
WHAT MAKES THE MONSTER?
- Low contrast
- Overly busy visuals
- Small font sizes
HOW DOES IT AFFECT YOUR AUDIENCE?
Challenging for people with visual impairments or who are reading in bright light or on small screens.
THE FRANKENSTEIN OF BROKEN CODE
Poorly constructed code creates difficult to use email pieced together in all the wrong ways.
WHAT MAKES THE MONSTER?
- Incorrect semantic labelling
- Alt text on images
- No language tagging
HOW DOES IT AFFECT YOUR AUDIENCE?
Ruins compatibility for screen readers and may aect experience on mobile phones or tablets.
STAY SAFE FROM THE MONSTERS WITH ACCESSIBLE COMMUNICATION
CONTENT
- Keep It Simple: Avoid jagon and complex language. Break content into short, clear paragraphs with descriptive headings.
- Descriptive CTAs: Avoid vague links like “Click here” and use discernible text like “Download the Guide”.
- Use Plain Text Options: Some people prefer it for readability or due to technical limitations.
DESIGN
- Ensure High Contrast: Use colour contrast checkers to ensure your text stands out against the background.
- Avoid Overwhelming Imagery: Minimize clutter and avoid excessive images.
- Use Readable Fonts and Sizes: Stick to legible fonts at a minimum size of 14pt. Keep headings larger and easy to scan.
CODING
- Use Semantic HTML: Make sure your email’s code uses proper semantic tags to structure content meaningfully for screen readers.
- Testing: Ensure your email renders properly on both mobile and desktop devices, and different email clients.
- Avoid Excess: Keep your code clean and minimal to prevent display issues.