The EU Accessibility Act, set to take effect this month, introduces new digital accessibility standards that businesses across Europe must comply with, including email marketers. While compliance helps avoid potential penalties, the bigger picture is about fostering inclusivity and reaching everyone in your audience.

Let’s break down what the law requires, how it impacts email design and content, and the steps marketers can take to ensure their emails meet accessibility standards while maintaining engagement and effectiveness.

Understanding the EU Accessibility Act

The EU Accessibility Act aims to create a more inclusive digital landscape by ensuring websites, mobile apps, and digital services, such as email, are accessible to all users, including those with disabilities. The law is aligned with the Web Content Accessibility Guidelines (WCAG), which outline best practices for making digital content perceivable, operable, understandable, and robust.

Failure to comply could result in fines or restrictions, making it crucial for businesses to understand their responsibilities and take proactive steps toward compliance.

How the EU Accessibility Act Affects Email Marketing

1. Designing for Visual Accessibility

• Use Sufficient Color Contrast: Low-contrast text can be complex for visually impaired users to read. Make sure your emails have adequate contrast between text and background colors.
• Avoid Color-Only Indicators: Important information, such as call-to-action buttons, should not rely solely on color to convey meaning. Use text labels or icons for clarity.
• Provide Alternative Text for Images: Subscribers using screen readers need alt text to understand visual elements. So, when adding images or buttons to your emails, make sure they have descriptive alt text.

2. Enhancing Readability and Structure

• Use the Right Font Sizes: Small text can be challenging to read, especially on mobile devices. For body text, we recommend a minimum font size of 16px.
• Break Up Content with Headings: Proper use of headings (H1, H2, H3) helps screen readers navigate the content efficiently.
• Write Copy That’s Clear and Concise: Avoid jargon and long-winded sentences. Direct language improves comprehension for all readers.

3. Ensuring Emails Are Keyboard and Screen Reader-Friendly

• Use Semantic HTML: Properly structured HTML ensures assistive technologies, like screen readers, can read them properly. 
• Enable Keyboard Navigation: Some users rely on keyboards instead of a mouse to navigate content. Don’t forget to make sure interactive elements, like links and buttons, are accessible via keyboard shortcuts.
• Avoid Auto-Playing Media: Audio and video content should not play automatically. Instead, provide precise play/pause controls.

4. Optimizing for Mobile and Responsive Design

• Ensure Mobile-Friendly Layouts: Many users read emails on their phones, so responsive design is critical in terms of accessibility.
• Use Flexible Buttons and Links: Buttons need to be large enough to be easily tapped and spaced appropriately to prevent accidental clicks.
• Test Across Devices and Screen Sizes: Regular testing ensures accessibility across different platforms and screen sizes.

Steps to Ensure Your Emails Are Compliant

1. Conduct an Accessibility Audit

Review past emails and identify areas where accessibility improvements are needed. Use accessibility checkers, such as the WAVE Web Accessibility Tool or Axe DevTools, to evaluate compliance.

2. Follow WCAG Guidelines

Familiarize yourself with WCAG 2.1 Level AA standards, which serve as the foundation for the EU Accessibility Act. Ensure your emails align with these guidelines.

3. Train Your Email Marketing Team

Educate your team about accessibility best practices, from copywriters to designers and developers. Accessibility should be a standard part of the email creation process.

4. Test Emails with Assistive Technologies

Use screen readers like NVDA or VoiceOver to experience emails from the perspective of visually impaired users. Make adjustments based on test results.

5. Stay Updated on Compliance Requirements

Accessibility regulations may evolve, so stay informed about any updates to the EU Accessibility Act and related standards.

The Bigger Picture: Accessibility as an Opportunity

While compliance with the EU Accessibility Act is mandatory, businesses should view accessibility as an opportunity rather than an obligation. Creating inclusive emails benefits all subscribers, resulting in improved engagement, stronger brand loyalty, and a more positive user experience. Marketers who prioritize accessibility will not only meet legal requirements but also expand their reach to a broader audience.

By taking the proper steps now, you can ensure your email campaigns remain effective, engaging, and accessible to everyone.