Make your emails accessible to everyone

Accessibility is often treated as a “nice to have” — something that is often cut when budgets and deadlines are tight.

At EcoSend, we believe accessibility is fundamental, and a good thing for everyone.

We believe everyone should be able to read, understand, and act on the emails you send.

Particularly for teams working in the public sector, government, charities, or councils, accessibility isn’t just best practice, it’s a requirement.

What is email accessibility?

At its core, accessibility in the field of email means asking:

Can everyone, including people with disabilities, receive, read, and act on the emails we send?

This includes people who:

• Use screen readers
• Have visual impairments
• Have cognitive or learning differences
• Rely on keyboard navigation

Accessible emails are:

• Easy to read
• Easy to navigate
• Clear in meaning

It’s not about doing anything complex, it’s about making your emails usable.

Why accessibility matters more than ever

Accessibility expectations have been increasing for years, and the European Accessibility Act is now coming into force across the EU.

While it doesn’t explicitly mention email newsletters, it does apply to digital services and communications.

To pick up some good tips and ideas, check out our blog post on making your emails more accessible.

Key improvements you can make

1. Use real text (not images of text)

Screen readers struggle with interpreting text embedded in images.

Keep written content as text, and use images for visuals only. Don't be tempted to combine the two.

This helps:

• Screen readers interpret content correctly
• Text scale more cleanly on mobile devices
• Emails remain readable when images are disabled
• Improve compatibility across inbox providers

Stop doing this

Do this instead

💡 If text absolutely must appear in an image (for example, a branded graphic), make sure the same information also exists as live text elsewhere in the email.

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2. Add alt text to images

Alt text should describe the purpose of the image, not just its appearance.

• Poor: No alt text
• Better: “An image of the park”
• Best: “A photo of the local park reopening on Saturday”

Without alt text, assistive technologies may skip or misinterpret the image, which could mislead the reader.

Decorative images that add no informational value can use empty alt text '(alt="")' so screen readers skip them cleanly.

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3. Check your colour contrast

WCAG 2.0 guidelines
G17: Ensuring that a contrast ratio of at least 7:1 exists between text (and images of text) and background behind the text
G18: Ensuring that a contrast ratio of at least 4.5:1 exists between text (and images of text) and background behind the text

Low-contrast combinations (like light grey on white) can be difficult or impossible to read.

Aim for strong contrast—when in doubt, use darker text on a lighter background. This improves readability across all devices and environments.

Difference Between G17 and G18

Guideline	Contrast Requirement	Accessibility Level	Typical Use
G17	7:1 contrast ratio	WCAG AAA	Enhanced readability for users with low vision
G18	4.5:1 contrast ratio	WCAG AA	Standard minimum readability requirement

Simple Explanation

• G18 (4.5:1) In plain English, this is a slightly less strict version of G17. The text still needs to be clearly readable, but the rules are a little more flexible.

  • It's the standard minimum requirement for most normal-sized text under WCAG AA.is the standard minimum requirement for most websites and applications. Readable for most users.

• G17 (7:1) In plain English, this means the text must stand out very clearly from its background.

  • This is a stricter requirement that provides even better readability and accessibility (AAA level). Extra readable, especially for users with visual impairments, who often struggle with faint gray text, pastel colors, or low-contrast designs.

G18 Example (4.5:1)

Dark gray text on a white background:

• Text: #444444
• Background: #FFFFFF

This is generally readable and meets standard accessibility requirements.

G17 Example (7:1)

Very dark text on a white background:

• Text: #222222
• Background: #FFFFFF

This provides stronger contrast and improved readability for users with low vision.

💡A related tip, always make sure to use 'email-safe fonts' in your campaigns!

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4. Use clear, descriptive links

Avoid vague phrases like:

• “Click here”
• “Read more”
• "Check it out"

These phrases often make little sense when read aloud by screen readers or scanned out of context.

Instead, write links that clearly describe their destination or action:

• “Donate to the initiative today”
• “View bin collection dates”
• "Click here to view the schedule"

This improves accessibility, scannability, and overall clarity.

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5. Keep your structure simple

We recommend using:

• Short paragraphs
• Clear headings
• Logical flow

A well-structured email helps both readers and assistive technologies navigate content easily.

Think of it like a map: clear signposts (subject lines and headings) help people find what they need quickly.

But hey, that's all good advice for writing emails want to read anyway, right 😉

Stop doing this

Do this instead

Bonus Tip. Don’t rely only on colour to communicate meaning

WCAG 2.0 guideline
G14: Ensuring that information conveyed by color differences is also available in text

Some email recipients:

• are colour blind
• use monochrome screens
• have low vision
• use screen readers

If colour is the only indicator, they may miss important information.

Poor Accessibility Design:

• Green dot to imply active or on-target
• Red dot to imply inactive or off-target
• No labels.

Problem:
Some users cannot distinguish the colours.

Good Accessibility Design:

• Added text labels:
• 🟢 ACTIVE
• 🔴 INACTIVE

Accessibility benefits everyone

A key final takeaway here is that accessibility isn’t about designing for a minority, it improves the experience for all readers.

Clearer writing, better structure, and more thoughtful design lead to stronger engagement and more effective communication.

Accessible emails are simply better emails.

They're a win for both performance, and inclusivity 💚