Accessible Language Guide for Email Marketers

Writing emails with accessible language is essential for reaching a wide audience, including individuals with varying abilities, linguistic backgrounds, or educational levels. Mastering email accessibility involves more than tweaking code; thoughtful copywriting can significantly enhance subscriber experiences. With the following insights, crafting inclusive email content becomes a breeze!

Content Overview:

Understanding Accessible Language

Accessible language utilizes simple expressions that resonate with all, including people with disabilities, non-native speakers, and those with limited literacy. Fundamentally, it demolishes barriers, promoting understanding among diverse audiences. Embracing accessible language in your communications ensures your message is seen clearly by everyone, no matter their individual circumstances.

Effective Strategies for Accessible Email Writing

Various techniques exist to make your writing inclusive, with overlapping strategies designed to enhance clarity and engagement. Delving into best practices for accessible writing is crucial for successful communication.

Nine Essential Practices for Accessible Email Content

1. Be Concise in Your Messaging

Packing emails with content can be tempting. However, concise copy is more effective. Research indicates subscribers spend an average of 8.97 seconds on emails. At a reading speed of 238 words per minute, an email should ideally contain just 36 words. Moreover, shorter content enhances readability for people with cognitive disabilities.

2. Opt for Shorter Sentences

Complex sentences can hinder readability. For clarity, limit your sentences to 20 words or fewer, breaking longer ones into manageable parts. This approach simplifies your email copy and ensures the audience focuses on the key message.

3. Reduce Jargon and Complicated Words

Complicated language can confuse readers. Instead, use simpler synonyms. Easier reading fosters better understanding and engagement.

4. Clarify Specialized Terms and Acronyms

Where specific terminology is unavoidable, describe meanings or link to an explanatory resource, like a glossary. For instance, Litmus offers glossaries for email terms, providing clarity on specialized topics like personalization and deliverability.

5. Establish a Clear Content Hierarchy

Engagement improves with structurally organized content over continuous text blocks. Design visually distinct hierarchies to facilitate easy scanning and comprehension for everyone, including those with cognitive challenges. Strong headlines paired with structured paragraphs create an intuitive hierarchy, ensuring your message reaches the audience effortlessly.