Email Accessibility Best Practices

Email Accessibility Best Practices

Email accessibility best practices include adding descriptive alt text to images, ensuring sufficient color contrast (4.5:1 for text), using proper heading hierarchy, writing descriptive link text, including plain text versions, and testing with screen readers.

Quick Answer

Email accessibility best practices include adding descriptive alt text to images, ensuring sufficient color contrast (4.5:1 for text), using proper heading hierarchy, writing descriptive link text, including plain text versions, and testing with screen readers.

Essential Best Practices

Image Alt Text

Always add alt text:

• Descriptive text for informative images
• Empty alt (alt="") for decorative images
• Keep alt text concise (under 125 characters)
• Describe the image's purpose, not just what it shows

Examples:

✅ Good: <img src="product.jpg" alt="Wireless headphones in black">
❌ Poor: <img src="product.jpg" alt="image">
✅ Good: <img src="divider.jpg" alt="">

Color Contrast

Meet WCAG standards:

• 4.5:1 contrast ratio for normal text
• 3:1 contrast ratio for large text (18pt+)
• Don't rely on color alone to convey information
• Test with contrast checker tools

Examples:

• ✅ Good: #333333 text on #FFFFFF background (12.6:1)
• ❌ Poor: #CCCCCC text on #FFFFFF background (1.6:1)
• ✅ Good: Red text with "Error:" label, not just red

Heading Structure

Use proper hierarchy:

• <h1> for main email title
• <h2> for major sections
• <h3> for subsections
• Don't skip heading levels
• Use semantic HTML

Example:

<h1>Monthly Newsletter</h1>
<h2>Product Updates</h2>
<h3>New Features</h3>
<p>Content here...</p>

Link Text

Write descriptive links:

• Link text should describe the destination
• Make links meaningful on their own
• Avoid "click here" or "read more"
• Include context in link text

Examples:

• ❌ Poor: "Click here for more information"
• ✅ Good: "Read our email accessibility guide"
• ❌ Poor: "Download"
• ✅ Good: "Download the accessibility checklist PDF"

Plain Text Versions

Always include both:

• Send HTML and plain text versions
• Ensure plain text has all important information
• Match structure and content
• Most email providers handle this automatically

Button and Link Size

Make clickable areas large:

• Buttons at least 44x44 pixels
• Sufficient padding around links
• Adequate spacing between elements
• Test on mobile devices

Language and Readability

Use clear language:

• Simple, straightforward text
• Avoid jargon when possible
• Short sentences and paragraphs
• Clear calls-to-action

Testing

Test regularly:

• Use email testing tools like MailMoxie to identify accessibility issues with clear recommendations on what to fix and how to fix it
• Use screen readers (NVDA, VoiceOver)
• Test keyboard navigation
• Check color contrast
• Verify alt text
• Test on multiple email clients

Quick Reference Checklist

✅ Images: All have descriptive alt text (or empty for decorative)
✅ Color: Contrast ratio 4.5:1 for text, 3:1 for large text
✅ Headings: Proper hierarchy (h1 → h2 → h3)
✅ Links: Descriptive text, not "click here"
✅ Plain text: Included with HTML version
✅ Buttons: At least 44x44 pixels
✅ Language: Clear, simple text
✅ Testing: Tested with screen reader

Common Questions

Q: What's the minimum color contrast ratio?

A: 4.5:1 for normal text, 3:1 for large text (18pt+ or 14pt+ bold). This is the WCAG AA standard. AAA standard requires 7:1 for normal text.

Q: Can I use images for text if I include it in alt text?

A: Avoid using images for text when possible. If you must, include the text in alt text and consider adding it to the email body as well.

Q: Do I need to test every email?

A: Test your templates and new designs. Once you establish accessible patterns, you can rely on automated tools and manual checks for routine emails.

Q: What if my email client doesn't support plain text?

A: Most modern email service providers support both HTML and plain text automatically. If yours doesn't, consider switching providers.

Q: How do I know if my contrast is sufficient?

A: Use free tools like WebAIM Contrast Checker or Colour Contrast Analyser. Enter your text and background colors to check the ratio.

Q: Are there automated accessibility checkers?

A: Yes, tools like MailMoxie's email testing, WAVE, axe DevTools, and email-specific accessibility checkers can identify many issues. MailMoxie provides clear recommendations on what to fix and how to fix it, making it easier to catch accessibility problems before sending. However, manual testing with screen readers is still important.

Q: What about animated GIFs?

A: Keep animations subtle and brief. Ensure important information isn't only in animations. Consider providing static alternatives.

Q: Do I need to follow all practices immediately?

A: Start with the most critical: alt text, color contrast, and descriptive links. Gradually implement other practices. Focus on high-priority emails first.

Key Takeaways

• Add descriptive alt text to all images (or empty alt for decorative images)
• Ensure color contrast of at least 4.5:1 for text, 3:1 for large text
• Use proper heading hierarchy (h1 → h2 → h3) for navigation
• Write descriptive link text that makes sense out of context
• Always include plain text versions of HTML emails
• Make buttons and links large enough (44x44 pixels minimum)
• Use clear, simple language that's easy to understand
• Use email testing tools like MailMoxie to identify accessibility issues with clear recommendations on what to fix and how to fix it
• Test with screen readers to ensure emails work with assistive technologies
• Follow WCAG 2.1 Level AA standards for comprehensive accessibility