2 mins read

Accessibility in email marketing

Automation Specialist

Automation Specialist
Dale is our Automation Specialist here at Rawnet and is a key player in enhancing client experiences for industry leaders such as Whistl and Akumina, with a strong focus on effective email marketing. Since joining Rawnet in 2022, Dale has led the charge in merging automation and innovation, aligning technology with client objectives. His expertise in platforms like HubSpot, Drift, and ActiveCampaign has not only streamlined our operations but also boosted Rawnet’s digital capabilities. Dale’s strategic approach and collaborative mindset ensure that every automated solution not only meets but exceeds client expectations. With a keen eye for detail, Dale simplifies complex processes into efficient workflows, demonstrating his dedication to optimising operations and enriching user experiences.

Email marketing's evolution highlights the imperative of not overlooking accessibility.

Ensuring that your email campaigns are accessible to all is not just a recommendation but a moral and legal obligation. In this ever-changing digital landscape, let us explore the importance of email accessibility, the strategies to implement, and the legal ramifications of noncompliance.

The Imperative of Accessibility

There is a growing focus on diversity and inclusion, so much so that it is now (rightfully) an expectation rather than something to showcase. It is vital that we embrace this in every aspect of our digital interactions. Email marketing is no exception. The importance of email accessibility is ensuring your message can be easily understood and navigated by individuals with various abilities and needs.

Tips for Accessible Emails

Creating accessible emails demands careful consideration of various elements. Here are some practical strategies to make your emails more inclusive:

  • Alt Text for Images: Include descriptive alt text for images in your emails. Not only is this useful for providing any written information on the image when images are blocked and cannot be downloaded, Alt text also provides a description of the images, enabling individuals with visual impairments who might be using a screen reader to understand the content.
  • Font Choices: Opt for clear, legible fonts and maintain a hierarchy of text size and formatting. This benefits those with visual impairments or reading difficulties.
  • Colour and Contrast: Carefully select colour combinations for text and backgrounds. High contrast ensures that text is readable for those with colour blindness or visual impairments.
  • Semantic Structure: Utilise HTML tags like headings (h1, h2, h3), lists, and meaningful link anchor text to structure your emails. This aids in screen reader navigation.
  • Keyboard Navigation: Ensure that all interactive elements, such as buttons and links, are accessible via keyboard navigation. Many individuals rely on keyboards rather than pointing devices.

Legal Compliance

Email accessibility isn't just a best practice. It is a legal requirement in various jurisdictions, including under laws like GDPR and CCPA. Noncompliance can lead to serious consequences, such as litigation and damage to your brand's reputation. To ensure legal compliance, it is imperative to:

  • Understand the Regulations: Familiarise yourself with the email accessibility regulations applicable to your region or target audience.
  • Consent and Data Handling: Comply with regulations regarding consent and data handling to safeguard subscribers' privacy and data.
  • Implement Accessibility Measures: Integrate accessibility measures as an integral part of your email marketing strategy.
  • Regular Audits: Conduct regular audits of your email campaigns to ensure ongoing compliance and accessibility.
By adhering to legal requirements and implementing accessibility practices, you can safeguard your brand's reputation and demonstrate a commitment to inclusivity in your marketing.


Email accessibility is not an option; it's a necessity in the digital landscape of 2024 and beyond. It is a reflection of your brand's commitment to inclusivity, and it ensures that your messages reach a broader audience.

Incorporating accessibility measures into your email marketing strategy while adhering to legal requirements ensures compliance. It fosters a more inclusive digital world, inviting everyone to participate in the email marketing journey.

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