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30/07/24

Enhancing Accessibility in Email Marketing – A Key to Engaging Every Audience

Written by Larissa Curtis

In today’s world, inclusivity is more than just a buzzword; it’s a necessity. As businesses strive to reach diverse audiences, ensuring that digital marketing efforts are accessible to everyone becomes paramount. Email marketing is an area where accessibility can significantly impact user engagement and brand loyalty.

By focusing on accessibility, brands can ensure their messages reach every individual, including those with disabilities who rely on assistive technologies.

Why is it important to be inclusive in email marketing?

Before diving into specific techniques, it’s crucial to understand why accessibility matters in email marketing. Approximately 16% of the world’s population lives with some form of disability, which means that millions of potential customers may face barriers when interacting with digital content. By being inclusive, brands not only comply with legal standards but also open the door to a broader audience, building trust, and creating long-term relationships.

Descriptive Subject Lines

Subject lines are the gateway to your emails. They need to grab attention while conveying your message’s essence. But accessibility requires more than just eye-catching phrases; it demands clarity and precision.

  • Be concise yet descriptive: Keep subject lines short enough to be read at a glance but detailed enough to communicate the email’s content. This benefits all users, including those using screen readers or mobile devices with limited display space.
  • Enhance engagement: Clear subject lines can increase open rates by ensuring recipients understand what to expect, thereby enhancing accessibility and boosting overall engagement.
  • For example, instead of a vague subject line like “Special offers inside”, opt for something more descriptive, like “Get 30% off your next purchase with our exclusive summer sale”.

Utilise Headers and Style for Content Hierarchy

A well-structured email is easier to read and navigate, especially for users with disabilities. Using headers like <h1>, <h2>, and others in platforms like Klaviyo helps screen readers comprehend the content hierarchy.

  • Organise your content: By defining sections with headers, you enable screen readers to interpret the email’s structure, allowing users to jump to relevant sections easily.
  • Improve readability: Headers break up text into manageable sections, making it easier for all recipients to digest information quickly.

How to apply in Klaviyo: Under the “Styles” section, select appropriate header tags to organise your content logically. For example using <h1> for the main heading and <h2> for subheadings. This ensures a seamless experience for those relying on assistive technologies.

Maintain Logical Content Order Across Devices

With the myriad of devices used to access emails, ensuring that your content follows a logical order is essential. This practice is crucial for users who depend on screen readers to navigate digital content.

  • Consistency is key: Design your emails with a linear flow, ensuring that the content reads naturally from one section to the next, regardless of the device used.
  • Responsive design: Implement responsive design techniques to maintain a logical layout on desktops, tablets, and smartphones. This prevents confusion and provides a cohesive experience for all users.

Practical Tip: Test your email on various devices to ensure the content order remains logical and intuitive, allowing all users to access the information they need without frustration.

Avoid Relying Solely on Images for Crucial Information

Images can enhance your emails’ visual appeal, but they shouldn’t be the sole carrier of essential information. Accessibility demands that crucial details be available in text form.

  • Text overlays: If you’re showcasing a special offer, ensure the discount percentage or offer details are included in the email’s main text, not just on the image.
  • Alt text for images: Provide descriptive alt text for all images, allowing screen readers to convey the information to users who cannot see the images.

Example: If promoting a 20% discount, don’t just place the “20% Off” text within an image. Include it in the email body, ensuring everyone can access this vital information. 

 Make Links Meaningful and Contextual

Links are gateways to further engagement, but they must be meaningful and provide context to users with disabilities. Avoid generic phrasing like “click here” or “find out more” that don’t offer insight into what follows.

  • Provide Context: Use descriptive link text that tells users what they can expect when they click. This not only aids screen reader users but also enhances clarity for all recipients.
  • Boost SEO and engagement: Contextual links improve your email SEO and can increase click-through rates by clearly communicating the link’s purpose.

Example: Instead of using “find out more”, opt for “find out more about our holiday offers”. This gives a clear idea of where the link will take them, improving accessibility and engagement.

Incorporating accessibility into your email marketing strategy is more than an obligation; it’s an opportunity to connect with a wider audience and demonstrate your brand’s commitment to inclusivity. By implementing these strategies, you ensure that your emails resonate with every recipient, fostering engagement and building trust across diverse demographics.

Here at Talking Stick Digital, we’re passionate about creating digital experiences that are accessible to all. Let us help you enhance your email marketing strategy with our expert insights and guidance. Contact us today for a free digital marketing audit and take the first step towards becoming a digital success story!