How to Design for Everyone?
Have you ever stopped to consider how accessible your email newsletters are? If not, you should. Designing for accessibility benefits all of your subscribers and it’s easier than you think. As email marketers, we have a responsibility to create content that can be read and understood by everyone. Whether due to disability, device, or environment, many people face barriers to accessing digital information.
Fortunately, there are some simple best practices you can implement to make your emails more inclusive. By spending a little extra time focusing on accessibility, you’ll reach more readers and build goodwill with your community. In this article, we’ll explore tips for optimizing your emails for people with visual, mobility, auditory, and cognitive impairments. You’ll learn easy ways to improve readability, simplify navigation, add image descriptions, and more.
While technology has come a long way in supporting accessibility, it’s still not perfect. As designers and marketers, we must do our part to bridge the gap. So take a few minutes to audit your email templates and make them welcoming for all. Your subscribers will appreciate your thoughtfulness.
Why Accessible Email Design Matters?
If you want to reach all your subscribers, an accessible email design is key. According to the CDC, over 60 million Americans live with a disability, so ensuring your emails are readable by everyone should be a top priority.
Some easy ways to make your emails accessible include:
-Use a simple, clean layout with clear headings. This makes it easy for screen readers to navigate and interpret.
-Choose a readable font, like Arial or Verdana, in at least 12-point size. Sans serif fonts are best.
-Include alt text for any images. This helps visually impaired subscribers understand what's in the images.
-Avoid text in images since screen readers can't read it. Place text in the message body instead.
-Keep your content concise and scannable. Use bulleted lists instead of long paragraphs. This benefits all readers.
By following some basic best practices, you can design emails that are inclusive and accessible to subscribers of all abilities. Your subscribers will appreciate your consideration in helping them stay engaged.
Common Barriers in Emails and How to Avoid Them
Designing accessible emails means ensuring they can be read by all your subscribers, regardless of ability or device. Some tips to keep in mind:
- Avoid small fonts
Use a font size of at least 12 points so the text is readable for those with low vision.
- High contrast
Choose a high-contrast color scheme so the text stands out clearly from the background.
- Simple formatting
Don’t get too fancy with fonts, images, or tables which can be difficult for screen readers to interpret. Keep your emails clean and clutter-free.
- Descriptive links
Make sure any links have descriptive text, not just “click here.” Screen reader users will appreciate knowing where the link leads before clicking.
- Alt text for images
Add alt text descriptions to any images in case they don’t load properly or for visually impaired readers. Keep descriptions concise but informative.
Following these best practices will help ensure your emails are accessible and inclusive, allowing all your contacts to engage with your content. An accessible design benefits everyone.
Optimizing Emails for Screen Readers
To make your emails accessible for visually impaired subscribers who use screen readers, there are a few best practices to keep in mind:
Make sure any images have alt text descriptions that adequately convey the meaning and context. This allows screen readers to describe the images to users.
Use semantic HTML markup for headings, lists, buttons, etc. Screen readers can then properly announce page structure and make content navigable.
Avoid using tables for layout. Use CSS instead for layout and positioning.
Keep content left-aligned. Screen readers have an easier time reading left-aligned text.
Avoid using text as images. Screen readers cannot read text that is part of an image.
Use color contrast of at least 4.5:1 for all text and interactive elements. This makes content more visually accessible for users with low vision.
Keep content concise and scannable. Short sentences, bulleted lists, and clear section headings allow screen readers to convey information quickly and help all users easily navigate and understand content.
Use a simple, consistent, and logical page structure. Clearly distinguish headings, landmarks, forms, and other page elements. Keep interactive content at the top of the page.
Include text alternatives for any audio or video content. Transcripts, captions, and audio descriptions open up media to more people.
By following these best practices, you can create emails that work for all of your subscribers regardless of ability. An accessible email is a powerful way to connect with everyone in your audience.
Creating Accessible Visual Content
When designing emails, it's important to make visual content accessible to all subscribers. Images, GIFs, and videos should have alt text, a written description of the visual that screen readers can read aloud for the visually impaired. Keep alt text concise but descriptive.
For images, specify the content and purpose.
Use high-contrast colors and avoid designs where text overlays an image. This makes the content hard to read for those with low vision or color blindness.
Keep text size at least 12 points for easy readability. Use sans serif fonts like Arial since they are clearer than serif fonts.
Videos should have captions and a written transcription of the audio. Captions allow those who are deaf or hard of hearing to understand the content. They also help in situations where audio can't be played.
By applying these best practices, you'll create emails that resonate with all your valued subscribers. An accessible, inclusive email marketing campaign builds trust and loyalty, leading to higher open and click-through rates. Overall, designing for accessibility is designing for a better user experience.
Testing Your Emails for Accessibility
Testing your emails for accessibility is crucial for an inclusive design. Once your email is designed, send test versions to friends and colleagues and ask for feedback. Have them check:
Are all images labeled with alt text? This helps screen readers describe photos to visually impaired readers.
Are links descriptive? Say "Learn more here" rather than just "click here".
Is the color contrast high enough? Aim for a ratio of 4.5:1 for normal text and 3:1 for large text. Dark text on a light background is best.
Are headings and lists formatted properly? Use Markdown to clearly distinguish headings, lists, and blockquotes.
Is the content readable for all? Keep a casual, simple writing style and avoid overcrowding the template. Use a minimum 12-point, sans-serif font.
Making emails accessible to all subscribers is well worth the effort. By following best practices, you'll ensure your messages can be read and understood by the widest possible audience. An inclusive design shows you value all your readers.
Conclusion
So there you have it, some easy ways to make your emails more accessible and inclusive for all. Follow these best practices and you'll be designing emails that everyone can read and engage with. At the end of the day, it's about being thoughtful, and empathetic, and making the extra effort to accommodate people with diverse needs. While it may require learning some new skills and making a few adjustments to your usual process, creating accessible emails is very important. It allows you to connect with more people and create a better experience for your subscribers. Implement these tips today and make a difference through your email marketing.
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