Email Advice in Your Inbox Volume 46

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Starting this month, June 2025, the European Union Accessibility Act (EAA) kicks off.

What exactly will this mean for email senders? We hope this sheds some light on the subject (pun fully intended).

Essentially, the act will require businesses selling products or services (or sending to folks) in the EU to ensure their digital content is accessible, including, yes, your emails.

It’s not just for websites anymore. Emails, apps, and digital documents are all part of the mix. If you're an email sender, this isn't a “maybe later” situation. It's a "better start implementing now" moment.

Today, we’re going to give you a few quick insights on getting that going.

We covered accessibility to some degree in Volume 12, showing you how to build emails that don’t make loving you a blood sport.

Today, we take that a step further in helping you comply with the EAA, like right now.

Why This Matters (Even If You’re Outside the EU)

If your business touches the EU in any way (think: products sold online, readers in Europe, partners in the region), then this applies to you. Non-negotiable, guys.

But also? Accessibility is just good email practice, and the damn right thing to focus on.

• Emails should be readable by screen readers.

• Fonts should scale and adapt for different devices.

• Contrast should be strong enough for people with visual impairments.

It’s not only about compliance. It’s about inclusion. And inclusive emails reach broader audiences while doing the right thing.

What Accessible Emails Actually Look Like

Let’s break it down. Accessible emails tend to follow a few golden rules:

1. Semantic HTML: Use headings (<h1>, <h2>), proper lists (<ul>, <li>), and alt text for images. This helps screen readers “read” your email logically.
   

2. Contrast & Colour: You need enough contrast between your text and background. Think black-on-white, not grey-on-grey, in size 10pt Helvetica (it’s not just grandma who can’t read your emails - we mere mortals sit close enough to our screens already).
   

3. Scalable Fonts & Responsive Design: Readers should be able to zoom without breaking the layout (or their brains). Plus, the likelihood that someone is reading (or listening to) your email on their phone is higher than desktop, just an FYI.
   

4. Keyboard Navigation: Avoid layouts that trap users who rely on tabbing or screen readers to move around. Also, add alternative text to those images. “Screenshot93137429842” just doesn’t cut it when someone can’t actually see it, if you get our drift.

5. Descriptive Links: Instead of “click here,” use “read our email accessibility guide.” It’s clearer and more useful for all users, plus, you’re giving folks a reason to click beyond the boring stuff you see all the time.

Tools That Might Help

You don’t have to guess if your email is accessible. There’s a reason you read these emails, after all 😉

• WAVE: Has a great accessibility testing Chrome extension and range of tools.
  

• VoiceOver (Mac) / NVDA (Windows): Test your emails manually.
  

• Email on Acid: Email previews with screen readers.

  
  

Not just a Rule. It’s a Reminder.

Yeah, the EAA isn’t just about ticking legal boxes. It’s about remembering that on the other side of your campaign is a human.

One who might be reading your email with a screen reader.
One who zooms in to 150% at times.
One who just appreciates clarity.

And one who needs you to help.

Making your emails more accessible makes them better. For everyone.

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