The right call-to-action format can improve engagement and accessibility.

'I have tested buttons versus no buttons like over and over and over again. I have tested that so many times and buttons almost always win. So unless you are doing an editorial type email or their secondary articles...I would definitely recommend buttons over the text links.'

Takeaway:

• Use button CTAs for clearer, more accessible calls to action.
• Buttons are more easily tappable, aiding users with mobility issues.
• Button CTAs generally perform better in engagement metrics.

Simple adjustments can significantly improve the readability of your emails.

'So the first thing I did was that I took the email, the paragraph text that was centered, and I left aligned it. That was the next thing to look at with your text when you're looking at the email. Any text that's over 3 to 4 lines, get that left aligned because that gives your eyes an anchor to go to each time.'

Takeaway:

• Left-align text to improve readability.
• Avoid large blocks of centered or justified text.
• Break up long paragraphs to reduce cognitive fatigue.

Utilizing the right tools can simplify the process of making your emails accessible.

'And I'd be remiss not to also mention that if you're a Mailjet user, you do have access to previews, which also runs the same on the email on acid platform. Yeah, it's so helpful to have screenshots of everything.'

Takeaway:

• Use tools like Email on Acid or Mailjet to test email accessibility.
• Regular testing helps identify and fix accessibility issues promptly.
• Leverage technology to ensure compliance and improve email quality.

Accessible emails not only help users with disabilities but improve the experience for all users.

'And when we service the people who need the most help, we know that just helps everyone else. So making your emails more readable to somebody who may have low vision... That's just gonna help make that email readable to literally everyone else.'

Takeaway:

• Improving accessibility enhances the email experience for all subscribers.
• Accessible design principles lead to clearer, more effective emails.
• Accessibility benefits overall engagement and satisfaction.

Implementing practical steps can significantly improve the accessibility of your emails.

'So number one. My opinion when it comes to accessible email is that it needs to be baked into what I refer to as your email culture. And your email culture is like, how do your emails sound, how do they look? It's like branding, how do you sound? How does it look? How do you handle sending to different segments.'

Takeaway:

• Integrate accessibility into your overall email design and strategy.
• Use visual hierarchy, proper alignment, and readable fonts.
• Regularly test your emails for accessibility issues.

All-image emails can hinder accessibility and engagement with your audience.

'And if you're doing something like fully image emails, which e-commerce loves to do, and I've been hearing more argument for it lately, I would maybe start exploring ways not to do that or to write some robust alt text because sometimes I know the tools are the tools in the way that you have to do things is the way you have to do things.'

Takeaway:

• Avoid using all-image emails; they may not be accessible to all users.
• Incorporate live text to ensure your message is conveyed even if images don't load.
• Use images to enhance, not replace, the message.

New regulations like the EAA make email accessibility not just a best practice but a legal requirement.

'So the European Accessibility Act is coming down, I believe, in June this year. So it's standardizing accessibility laws across the EU so that companies don't need to be following different sets of standards for different countries that are all part of the European Union. Email in particular falls under the ecomm category.'

Takeaway:

• Be aware of new accessibility laws like the EAA affecting email marketing.
• Ensure your emails comply with regulations to avoid legal issues.
• Standardize accessibility practices across your campaigns.

Ignoring accessibility can lead to missed opportunities and revenue loss in email marketing.

'So if we do the math based off the 16%, that means 736 million email users with disabilities. That's a lot of disabilities. So you're missing out on a lot of people...You're leaving millions on the table if you are not supporting these people with disabilities.'

Takeaway:

• Inaccessible emails may exclude a large segment of potential customers.
• Improving accessibility can increase engagement and revenue.
• Understand the financial implications of not being accessible.

Recognizing the vast number of users with disabilities can highlight the importance of accessible emails.

'So like in the United States, the CDC says that 25% of users are disabled. The European Commission says that 27.8% of users have a disability. World Health Organization says it's 16% of the world population. So that would translate to using the World Health Organization's numbers, that would translate to an estimated 1.3 billion people with a disability.'

Takeaway:

• A significant portion of your audience may have disabilities affecting how they receive emails.
• Making emails accessible can expand your reach to a wider audience.
• Consider global statistics to understand the potential impact on your campaigns.

Understanding email accessibility is crucial to ensure that all recipients can engage with your content.

'So with accessible emails, what we're trying to do is make sure our emails are legible, readable, actionable to as many people as possible regardless of their ability. And that's really just like the crux of it. Everyone should be able to action on your email.'

Takeaway:

• Ensure your emails are designed to be accessible to all users, regardless of ability.
• Focus on making your content legible, readable, and actionable.
• Embrace accessibility as a core aspect of your email marketing strategy.