Great email marketing doesn’t stop at catchy subject lines and pretty pixels, it’s about making sure everyone can engage with your message.
Approximately 1.3 billion people globally (that’s 1 in 6!) live with some form of disability. Meanwhile, over 96% of the top one million web pages have accessibility issues. A huge part of your audience is left hanging when accessibility issues with easy fixes go unaddressed.
Accessibility in email is just as important as on your webpages. That’s why Delivra now includes Accessibility Checks—a smarter, easier way to create emails that are inclusive, compliant, and better for all.
Accessibility isn’t optional, it’s essential
Your audience includes people with a range of abilities. Accessibility checks ensure your emails are readable, understandable, and usable by everyone, including people with visual, auditory, motor, or cognitive differences.
As a marketer, you need to be compliant with international regulations like the Americans with Disabilities Act (ADA), Accessible Canada Act (ACA), and the European Accessibility Act (EAA). Take note! The EAA is going into effect on June 28, 2025.
Put simply, accessible emails aren’t just the right thing to do, they’re the required thing to do.
Dos and don’ts of effective compliance
Making your emails accessible is more straightforward than you’d think. Here’s a quick cheat sheet of smart moves and common missteps so you can send with confidence and inclusivity.
Do…
- Avoid text-only CTA’s. They can be easily overlooked and are harder to interact with. Ensure the entire button area is fully clickable to improve accessibility and provide a more inclusive experience.
- Add alt text to images. Always include clear, descriptive alt text so screen readers can communicate your visual content. Keep it concise, and avoid redundancy if the image is already explained in text.
- Use proper heading hierarchy. Use headings (<h1>, <h2>, <h3>, etc.) in a logical order to guide users through your content. This helps screen readers and people scanning quickly to understand your structure.
- Label tables correctly. If you use tables, ensure they’re assigned correct roles and headers. Avoid using tables for layout when possible.
- Check contrast and font size. Ensure your text has enough contrast against the background and is large enough to read easily across devices.
- Declare your language. Specify the primary language of your email in the HTML. This helps screen readers deliver correct pronunciation and intonation.
- Test with accessibility tools. Use Delivra’s accessibility checks to catch issues before you hit send. The more proactive you are, the better your results.
- Embrace description. Alt text doesn’t have to be robotic or sparse. Aim to capture what’s in the image, prioritizing clarity, but don’t forget it can be descriptive too.
Don’t
- Rely on color alone for meaning. Color-coded status updates or links without underlines? That can be confusing or invisible to colorblind users. Use patterns, labels, or icons for reinforcement.
- Forget keyboard users. Some recipients navigate with keyboards, not a mouse. Make sure links and interactive elements are accessible and clearly outlined.
- Skip semantic structure. Avoid using plain <div>s and <span>s for everything. Screen readers need meaningful HTML to interpret your message properly.
- Auto-play media or animations. Motion and sound can be distracting or even harmful for some users. If you include them, provide clear controls to pause or stop.
- Rely on images for all your content. Emails made entirely of images, or with text inside images, can’t be read by screen readers or accessibility tools. They also tend to land in spam!
- Assume accessibility is one-and-done. Accessibility is an ongoing effort, not a checkbox. Run checks regularly, especially when using new templates or design elements.
One click, countless insights
So, how do you put all of this into action? When you're building a campaign in Delivra, head to the Preview step and run an Accessibility Check with a single click. Delivra will scan your email for potential red flags like:
- Missing or empty alt text
- Unassigned content type and language
- Missing table roles
- Broken heading hierarchies
You'll get an easy-to-read report immediately, with issues clearly labeled and ranked by severity, so you can prioritize like a pro. You can also check your history and download reports for team sharing or audits.
Check your accessibility score for confidence
Accessibility Checks at Delivra use the credit system, just like rendering previews. You can use these credits however you’d like, and if you’re doing higher volume or more frequent checks, you can easily purchase additional credits.
More accessible means more effective
Let’s be honest, accessibility improvements are good for everyone. Yes, we’ve discussed the legislation that you need to abide by, but here’s what else you’ll love:
- Bigger reach – Accessible emails mean no one is left out.
- Better UX – Clean structure and clear language improve usability for all subscribers.
- Brighter brand reputation – Inclusivity shows your audience that you care and that you’re future-ready.
As email marketers, we are in the business of reaching people and building relationships. There’s no downside in making sure your messaging is accessible to everyone.
Accessibility Checks are now live in Delivra because the best emails don’t just look good…they include everyone who opens them.
