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Creating Accessible Emails: Best Practices

N.Makarov
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Summary

Making your emails accessible means delivering content that everyone (regardless of their abilities) can consume and interact with. Beyond compliance, accessible email equals better reach, usability, and engagement.

Why Accessibility Matters

  • Inclusivity & equity: Over 1.3 billion people globally live with visual impairments—making accessibility essential.

  • Better usability for all: Short paragraphs, clear headings, and intuitive navigation support everyone—not only users with disabilities.

  • Compliance & risk reduction: Global legislation (e.g., EAA in Europe, ADA in the U.S.) references WCAG 2.1 Level AA as a practical benchmark for accessible content.

Email Accessibility Best Practices

1. Semantic Structure & Clear Reading Order

  • Use proper headings (<h1>, <h2>, <h3>) in logical flow—don’t skip levels—so screen readers can convey structure clearly.

  • Avoid center-aligned paragraphs; left-aligned text enhances readability, especially for dyslexia or low vision.

  • If you must use tables for layout, apply role="presentation" to prevent screen readers from misinterpreting them.

2. Images & Alt Text

  • Always provide descriptive alt text for meaningful images so assistive tools can convey purpose.

    • For images functioning as links, describe the destination or action (e.g., alt="Shop our new arrivals").
    • For decorative images, use empty alt text (alt="") so they’re ignored by screen readers.

    • Background images can be omitted from alt text—they’re not read by assistive technologies.

HTML Example:

<a href="https://your.store/spring">
  <img src="spring-collection.jpg"
       alt="Explore our new spring collection" />
</a>

Example Using the Drag-and-Drop Email Editor:

3. Provide Fallbacks for Media

  • Add captions for videos.

  • Include text summaries for GIFs or animations.

4. Color Contrast, Typography & Visual Clarity

  • Ensure sufficient contrast between text and background (minimum 4.5:1 ratio for normal text, 3:1 for large text).

  • Don't rely on color alone to convey information; combine colors with textual or visual indicators like icons or patterns to reinforce message clarity.

  • Maintain a minimum font size of 14 px, increasing to 16 px for light fonts or mobile readability.

  • Use generous line spacing and kerning to support readability.

5. Link & Button Accessibility

  • Use visible cues for links: underline, bold font, or special symbols to help color-blind users identify clickable text.

  • Ensure CTAs and links are at least 44×44 pixels and are keyboard-navigable.

  • Use “bulletproof” CSS-based buttons instead of images so they remain active even when images are blocked.

6. Additional Technical Best Practices

  • Add the lang="en" (or appropriate locale) attribute to your <html> tag to ensure screen readers use correct pronunciation.

  • Ensure logical reading order—especially in multi-column or complex layouts—to match linear screen reader flow.

  • Support keyboard navigation wherever applicable to empower users without pointing devices.

7. Testing & Validation Workflow

  • Leverage tools like WAVE, axe DevTools, and Mailjet's Email Preview to evaluate contrast, alt text, title attributes, and presentation roles.

  • Include usability testing by real users with assistive technologies to validate practical accessibility.

For more details on accessibility testing tools for marketing teams, check out our Mailjet Accessibility Resources guide.

8. Plain Text Version

  • Always provide a clean, readable plain-text version of your email. It ensures compatibility with text-only readers and low-bandwidth scenarios.

How Mailjet Makes Accessibility Easier

Mailjet provides built-in tools and features to help you design emails that meet accessibility standards without requiring advanced technical knowledge:

1. Drag-and-Drop Editor with Accessible Defaults

Our intuitive editor automatically applies best practices for structure, such as logical content order and mobile responsiveness, reducing the risk of accessibility issues. This ensures your templates start on solid ground.

2. Built-In Alt Text Management and Semantic Tagging

Add or edit alternative text for images directly in the editor. Mailjet encourages semantic HTML by allowing you to define headings, paragraphs, and lists, making your content easier for assistive technologies to interpret.

3. Email Preview and Testing Tools

Use Email Preview to check how your email renders across multiple devices and email clients. This step helps you identify layout issues and test for accessibility compliance before sending.

4. Pre-Tested Templates Aligned with Accessibility Best Practices

Mailjet offers a library of professionally designed templates that already follow accessibility standards. These templates use readable font sizes, sufficient color contrast, and structured content blocks—so you can focus on customization rather than compliance from scratch.

5. Support for Plain Text Versions

Automatically generate a clean plain-text version of your email alongside the HTML design, ensuring compatibility with text-only readers and low-bandwidth scenarios.

Quick Checklist for Mailjet Users

Final Thought

Accessibility is rooted in thoughtful design and empathy. Simple, intentional actions—such as using semantic structure, clear fonts, descriptive alt text, and regular testing—can make your emails both more inclusive and more impactful.