Here’s a question most don’t ask: Can all your subscribers actually read your emails?
Not skim. Not struggle through.
Read them — comfortably.
Because if they can’t, they won’t.
And if they won’t, they’ll leave.
Accessibility Isn’t Optional
There are established guidelines for digital accessibility, including the WCAG standards.
They exist for a reason.
Not just compliance — but usability.
If your email marketing ignores accessibility, you’re not just risking frustration.
You’re losing subscribers.
The Reality: Many Emails Fail
Despite clear guidance, most marketing emails fall short.
Why?
- Too much design, not enough clarity
- Assumptions about how people read
- Little consideration for visual impairments
It’s rarely intentional.
But the result is the same.
A Simple Example: Colour
Colour is one of the most common issues.
For many users:
- Red and green look similar
- Low-contrast text is unreadable
- Meaning conveyed by colour alone is lost
And this isn’t a niche problem.
Colour vision deficiency affects a significant portion of users — particularly men.
If your email relies on colour to guide action, some subscribers are guessing.
The Bigger Picture: Visual Accessibility
Accessibility goes beyond colour.
Consider:
- Small or cramped text
- Poor contrast between text and background
- Overly complex layouts
- Images that carry meaning without explanation
Each one adds friction.
Enough friction, and the subscriber gives up.
Screen Readers: The Invisible Experience
Many visually impaired users rely on screen readers.
These tools convert text into speech.
They’re effective — but only if your email is structured properly.
That means:
- Logical reading order
- Clear headings
- Meaningful alt text for images
If your alt text says “image123.jpg”, you’ve lost them.
If your layout is chaotic, the experience becomes frustrating.
And frustration leads to unsubscribes.
One Overlooked Issue: Keyboard Navigation
Not everyone uses a mouse.
Many rely on keyboards to navigate.
That means:
- Logical tab order
- Clear focus states
- Predictable structure
If navigation feels random, the email becomes unusable.
Why This Matters More Than Ever
In email marketing, the differences between competitors are often small.
- Similar products
- Similar pricing
- Similar offers
So what makes the difference? Experience.
If your email is easier to read, easier to navigate, and easier to understand, you gain an advantage.
Accessibility Is Good Business
This isn’t just about compliance or goodwill.
It’s commercial.
Accessible emails:
- Reach more people
- Improve engagement
- Reduce unsubscribes
- Strengthen trust
You’re not doing extra work.
You’re removing barriers.
Where to Start
You don’t need to overhaul everything overnight.
Start with the basics:
- Use high contrast text
- Avoid relying on colour alone
- Write clear, descriptive alt text
- Keep layouts simple
- Test with a screen reader
Small changes. Real impact.
The Bottom Line
If a subscriber struggles to read your email,
they won’t complain.
They’ll leave.
Accessibility isn’t a technical detail.
It’s part of your email marketing strategy.
Make it easier for everyone to engage… and more people will.
