Key Insights for Email Marketers

The EU Accessibility Act, set to take effect this month, is transforming digital accessibility standards. For email marketers, understanding these changes is vital not only to avoid penalties but also to foster inclusivity and enhance overall engagement. Let’s explore how this law impacts email design, what requirements entail, and how marketers can effectively adapt.

A Comprehensive Look at the EU Accessibility Act

The EU Accessibility Act seeks a digitally inclusive environment by mandating accessibility for websites, mobile apps, and emails. It aligns with the Web Content Accessibility Guidelines (WCAG) to ensure content is perceivable, operable, understandable, and robust. For email marketers, meeting these standards is critical to avoid fines and restrictions.

Implications of the EU Accessibility Act on Email Marketing

Designing Visually Accessible Emails

• Ensure Adequate Color Contrast: Make text readable by using contrasting colors, aiding those with visual impairments.
• Incorporate Text Labels: Avoid relying solely on color for navigation. Text labels enhance understanding.
• Add Descriptive Alt Text: Ensure images in emails are accompanied by alt text favorable for screen readers.

Enhancing Readability and Structure

• Prioritize Font Size: Ensure easy reading on all devices by using at least 16px for body text.
• Utilize Headings for Structure: Structured content with headings enhances navigation for screen readers.
• Craft Clear Copy: Use concise language to improve comprehension across all demographics.

Optimizing Emails for Accessibility

• Implement Semantic HTML: Proper HTML ensures compatibility with screen readers.
• Enable Keyboard Navigation: Ensure all interactive elements are accessible via keyboards.
• Control Media Playback: Avoid auto-playing media; provide clear play/pause options.

Responsive and Mobile-Friendly Design

• Prioritize Mobile Compatibility: Adopt responsive design as many users access emails via smartphones.
• Design Tap-Friendly Interactions: Ensure buttons are easy to tap by making them large and well-spaced.
• Test Across Platforms: Consistent testing guarantees performance across devices.

Steps Toward Compliance

1. Perform an Accessibility Audit

Evaluate past emails to spot improvements using tools like the WAVE Web Accessibility Tool or Axe DevTools.

2. Adhere to WCAG Guidelines

Stay informed on WCAG 2.1 Level AA standards, which serve as the foundation of the Act’s requirements.

3. Build a Trained Team

Educate your team on accessibility, making it a key part of the email creation process.

4. Test with Assistive Technologies

Use screen readers like NVDA or VoiceOver to identify areas needing improvement.

5. Stay Informed on Regulations

Monitor any updates to the EU Accessibility Act and adapt to new developments.

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Embracing Accessibility as an Opportunity

Though compliance with the EU Accessibility Act is obligatory, embracing accessibility creates opportunities. Engaging inclusive emails strengthen brand loyalty, resulting in a broader reach and enhanced user experience. By focusing on accessibility, marketers not only fulfill legal duties but also connect with a more diverse audience.

Take action now to keep your email campaigns effective and engaging for everyone.

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Author Bio:

by Jessica Lunk

Digital Marketing Manager