Email remains one of our most important communication tools. With over 4.26 billion email users worldwide in 2022 and an expected growth to 4.73 billion by 2026, email's reach is undeniable. Yet, a shocking 99.97% of emails tested have serious accessibility issues that affect people with disabilities.
When we create emails that everyone can access, we open our messages to a wider audience. This includes the 1.3 billion people worldwide living with disabilities. Making your emails accessible isn't just kind—it's smart business.

What Are Email Accessibility Standards?

Email accessibility standards are guidelines that help create emails everyone can read, understand, and interact with. These standards ensure your messages work for people with visual, physical, cognitive, and neurological disabilities.
The main standard for email accessibility is the Web Content Accessibility Guidelines (WCAG). These internationally recognized guidelines outline how to make digital content accessible to people with disabilities.
WCAG standards follow four main principles, often called POUR:
  • Perceivable: Information should be presented in ways people can access through one of their senses
  • Operable: Users must be able to interact with all elements of your email
  • Understandable: Your content should be clear and easy to understand
  • Robust: Your emails must work well with assistive technologies
There are three levels of WCAG conformance:
  • Level A (minimum accessibility)
  • Level AA (mid-range, what most organizations aim for)
  • Level AAA (highest level of accessibility)

Why Email Accessibility Matters

Reaching a Wider Audience

One in four adults in the United States and European Union have a disability. Globally, that's one in six people. Here's how some common disabilities impact email engagement:
  • Vision impairments: At least 2.2 billion people globally have vision impairment
  • Color blindness: Affects 1 in 12 men (8%) and 1 in 200 women (0.5%)
  • Dyslexia: Impacts 15% of people, making reading difficult
  • Cognitive disabilities: Affect 13.9% of U.S. adults
  • Aging population: By 2030, 1.4 billion people will be 60 or older, often experiencing vision and cognitive changes
If your emails aren't accessible, you're missing a huge audience—and potential customers.

Legal Requirements

Accessibility isn't just nice to have—it's often legally required:
  • The Americans with Disabilities Act (ADA) and UK's Equality Act set foundational accessibility requirements
  • WCAG and Section 508 provide web accessibility guidelines
  • The European Accessibility Act (EAA), effective June 2025, expands digital accessibility standards

Business Benefits

Beyond ethics and compliance, accessible emails drive business results:
  • People with disabilities control over $1 trillion in annual disposable income
  • Accessible design improves the experience for everyone
  • Accessible emails boost engagement and subscriber retention
  • Accessibility enhances your brand reputation

Email Accessibility Best Practices

Visual Design Elements

Use Color Intelligently

  • Ensure high color contrast between text and background (at least 4.5:1 for standard text)
  • Don't rely solely on color to convey important information
  • Use WebAim's Color Contrast Checker to test your color combinations

Choose Accessible Typography

  • Use larger font sizes (minimum 16px for body text)
  • Select readable, evenly-spaced fonts
  • Avoid using all caps, which can be difficult for people with dyslexia
  • Keep text left-aligned for better readability
  • Limit the use of italics and bold text

Create a Clear Layout

  • Use a simple, single-column layout when possible
  • Include plenty of white space
  • Avoid justified text, which creates uneven spacing
  • Break content into short paragraphs with clear headings
  • Use semantic HTML elements for proper structure

Content Considerations

Write Accessible Copy

  • Keep language simple (aim for grade 7-8 reading level)
  • Use clear subheadings to organize content
  • Avoid jargon and complex terminology
  • Write descriptive link text instead of "click here"
  • Set line spacing to about 1.5 times the font size

Handle Images Properly

  • Always include alt text for images
  • Make alt text descriptive enough to convey the image's meaning
  • Maintain an 80:20 text-to-image ratio
  • Avoid emails that consist only of images

Be Careful with Dynamic Content

  • Avoid content that flashes at certain rates, which can cause seizures
  • Limit animated GIFs or provide static alternatives
  • Ensure videos include captions and transcripts

Technical Considerations

Make Emails Responsive

  • Design emails that work well on all devices and screen sizes
  • Test your emails across different email clients
  • Use responsive design techniques

Create Accessible Links and Buttons

  • Make buttons large enough (42-72px) for easy clicking
  • Ensure links are underlined or otherwise distinguishable
  • Create bulletproof buttons that display even when images are turned off

Support Assistive Technologies

  • Use proper HTML structure with semantic elements
  • Test with screen readers
  • Include proper heading hierarchy (H1, H2, H3)
  • Ensure keyboard navigation works

Testing Your Email Accessibility

Before sending your emails, test them for accessibility:
  1. Check color contrast with tools like WebAim's Color Contrast Checker
  2. Test with screen readers like NVDA or VoiceOver
  3. Try navigating your email using only a keyboard
  4. View your email with images turned off
  5. Test across multiple devices and email clients
  6. Use Litmus Email Previews to see how your email appears to users with color blindness

Getting Started with Email Accessibility

Improving your email accessibility doesn't have to happen all at once. Start with these steps:
  1. Add alt text to all images
  2. Increase your font size to at least 16px
  3. Check your color contrast
  4. Structure your content with proper headings
  5. Replace "click here" links with descriptive text
  6. Test with a screen reader
By making these changes, you'll create emails that reach more people and provide a better experience for everyone. Remember, accessible emails aren't just for people with permanent disabilities—they help anyone experiencing temporary limitations or situational challenges.
When we design with accessibility in mind, we create better emails for all our subscribers.

Conclusion

Email accessibility standards ensure your messages reach everyone, regardless of ability. By following WCAG guidelines and implementing best practices for visual design, content, and technical elements, you'll create emails that are more inclusive, effective, and compliant with legal requirements.
Making your emails accessible isn't just the right thing to do—it's a smart business decision that expands your reach, improves engagement, and enhances your brand reputation.
Start implementing these accessibility standards today, and watch your email performance improve as you connect with a wider audience