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Email Campaign Accessibility Checklist

General Guidelines

Layout and Structure

  • The email layout is clean, simple, and easy to navigate with clear sections.
  • There are no complex tables or multi-column designs that may confuse screen readers.
  • The content flows logically from top to bottom and left to right. The reading order of the content should match the visual layout.
  • Keyboard focus is visible when tabbing through the email.

Content

  • Colors or sensory characteristics are not used alone to convey meaning.
  • User interface components have a contrast ratio of at least 3:1 against adjacent color(s).
  • User interface components do not contain anything that flashes or blinks more than three times in any one-second period — strobe effects should never be used.
  • User interface components with labels that include text or images of text have a name that contains the text that is presented visually.

Links

  • Links and buttons are keyboard-navigable and easily clickable on mobile.
  • Buttons are at least 44x44 pixels for easy tapping.

Semantics

  • Semantic HTML elements are used (e.g., <header>, <nav>, <main>, <article>, <footer>) to help screen readers interpret content correctly.
  • Appropriate HTML tags are used (like <table> for tabular data and <p> for paragraphs) instead of generic <div> or <span> tags.
  • ARIA attributes (Accessible Rich Internet Applications) are used to enhance accessibility, such as role="banner", role="navigation", or role="button" where necessary.

Actionable Email Accessibility Guidance for Content Creators

1. Images and Alternative Text (Alt Text)

Action Requirement Why It Matters
Write Descriptive Alt Text Every image must have an alt attribute. The text should clearly describe the image's purpose or content. Screen readers announce this text when images are blocked or for users who cannot see the image.
Use Null Alt Text for Decoration If an image is purely decorative (e.g., a spacer, a simple border, or a background pattern), use a null alt attribute (alt=""). This prevents screen readers from announcing unnecessary information, improving the user experience.
Avoid Text in Images Do not embed critical information, calls-to-action (CTAs), or body text within an image file. If the image fails to load, the user loses the content. Live text is scalable and readable by screen readers.

2. Text and Color Contrast

Action Requirement Why It Matters
Ensure High Contrast All standard body text must meet a minimum contrast ratio of 4.5:1 against its background. Large text (18pt or 14pt bold) must meet 3:1. Users with low vision or color blindness need sufficient contrast to read the content clearly.
Use Live Text All primary content must be rendered as live HTML text, not text embedded within an image. Live text can be resized, reflowed, and read by assistive technologies.
Do Not Rely on Color Alone If you use color to convey meaning (e.g., "required fields are marked in red"), you must provide a secondary, non-color indicator (e.g., an asterisk or text description). Users who are colorblind or using high-contrast modes will miss the meaning if it relies only on color.

3. Structure and Navigation

Action Requirement Why It Matters
Use Proper Heading Structure Use <h1> for the main title of the email and subsequent headings (<h2>, <h3>, etc.) to organize content logically. Do not skip heading levels. Headings provide a navigable outline for screen reader users, allowing them to quickly jump to relevant sections.
Define the Email Language Ensure the email code includes the lang attribute (e.g., <html lang="en">). This tells the screen reader which language to use for pronunciation and reading rules.
Manage Layout Tables Since many email clients require tables for layout, ensure these tables are marked with role="presentation" or role="none". This tells the screen reader to ignore the table structure and read the content in the correct, linear order, preventing confusion.

4. Links and Calls-to-Action (CTAs)

Action Requirement Why It Matters
Write Descriptive Link Text Link text must clearly describe the destination or purpose of the link, even when read out of context. Avoid generic phrases like "Click Here" or "Read More." Screen reader users often navigate by jumping between links. Descriptive text (e.g., "Download the 2025 Accessibility Report") is essential.
Ensure Button Size All interactive elements (buttons, links) should be large enough to be easily tapped on mobile devices, ideally 44x44 pixels. This supports users with motor disabilities and improves usability for all mobile users.

5. Pre-Send Checklist

Action Requirement Why It Matters
Clear Subject Line and Preheader The subject line must be descriptive. The preheader text should provide a concise summary or continuation of the subject line. This is the first impression and helps users decide if the content is relevant before opening the email.
Test with Accessibility Tools Before sending, test the email in a tool that simulates screen reader output or checks for common accessibility errors (e.g., Litmus, Email on Acid, or browser-based checkers). Automated checks catch most technical errors, ensuring compliance before deployment.