What is Digital Accessibility?
Digital accessibility refers to the inclusive practice of ensuring that all people, regardless of their abilities or disabilities, can access and interact with digital content. This includes websites, mobile apps, and email communications. In the context of
email marketing, it means creating emails that are accessible to everyone, including people who use assistive technologies like screen readers.
How to Make Emails Accessible?
There are several best practices for making emails accessible: Use Semantic HTML: Properly structured HTML helps screen readers interpret the content accurately.
Provide Alt Text for Images: Descriptive
alt text ensures that visually impaired users understand the content of images.
Ensure Sufficient Contrast: Use high-contrast colors to make text easily readable.
Use Accessible Fonts: Choose fonts that are easy to read and avoid using small font sizes.
Include Descriptive Links: Instead of "click here," use descriptive text for
links.
Avoid Flashing Content: Content that flashes can cause seizures in people with photosensitive epilepsy.
What Tools Can Help with Accessibility?
There are various tools available to help ensure your emails meet accessibility standards. Some popular ones include: WAVE: A web accessibility evaluation tool.
axe: An accessibility testing tool that integrates with various development environments.
Color Contrast Checker: Tools that help you check and ensure sufficient color contrast.
VoiceOver and
NVDA: Screen readers that help you test the accessibility of your content.
What Are the Common Pitfalls to Avoid?
Even with the best intentions, some common mistakes can undermine your efforts to create accessible emails: Relying Solely on Color: Ensure that information is not conveyed by color alone. Use text labels and patterns.
Ignoring Text Size: Small text can be difficult to read. Use a minimum of 14px font size.
Overcomplicating the Layout: Use a simple and logical layout. Complex designs can confuse screen readers.
Forgetting Keyboard Navigation: Ensure that all interactive elements are accessible via keyboard.
How to Test for Accessibility?
Testing your emails for accessibility involves multiple steps: Automated Tools: Use tools like
WAVE or
axe for initial testing.
Manual Testing: Manually check for keyboard navigation, screen reader compatibility, and color contrast.
User Testing: If possible, involve users with disabilities in your testing process to get direct feedback.
Conclusion
Digital accessibility in email marketing is not just a legal requirement but a moral imperative. By following best practices and using available tools, you can ensure that your emails are inclusive and accessible to all, ultimately benefiting your brand and your audience. Always keep the user experience at the forefront of your email design process to create effective and accessible email marketing campaigns.