Learn how the European Accessibility Act impacts email marketing—and how accessible design can boost engagement and customer experience.

Imagine crafting the perfect email. The design looks great, the content is compelling, and the call to action grabs your audience’s attention. But for a portion of your audience, this is not the case.

They cannot engage with it at all.

Accessibility laws, such as the European Accessibility Act (EAA) and similar regulations worldwide, are designed to ensure that digital content is usable by everyone, including people with disabilities.

Keep reading for a quick overview of the impact of the EAA and why it matters.

Readable, navigable and usable

The European Accessibility Act states that email marketing campaigns must be readable, navigable, and usable by people with visual, cognitive, or motor impairments. The EU Standard follows the Web Content Accessibility Guidelines (WCAG) and follows four key principles: 

  • Perceivable: Information must be presented to be perceived in various ways, such as font size or color adjustment.
  • Operable: Content must be able to be used and navigated with different mediums: mouse, keyboard, or voice command.
  • Understandable: The presented information must be clear, concise, and easy to understand and use. This includes navigation on a website or email.
  • Robust: Information and content must be robust enough to be interpreted by different users and types of technology, e.g., screen readers.

But what does that actually mean?

  • Readable text fonts, colors, and contrast must be accessible
  • Alternative text for images emails must be understandable even if images do not load
  • Keyboard navigation emails should be easy to navigate without a mouse
  • Screen reader compatibility Ensure proper use of headings and semantic HTML

Not only is EAA compliance the right thing to do, but it is also good for business. More accessible email marketing means better engagement, broader reach, and a better customer experience. Making emails clear, readable, and easy to navigate is a win/win for everyone.

Adapting to these guidelines will enhance engagement, improve user experience, and future-proof your email marketing.

Practical guidance to get your emails aligned with EAA requirements

Are you a Marigold client?

Our expert teams are happy to support you when auditing your HTMLs, creatives, and templates. They can help with practical advice and recommendations on what to change. Reach out to your CSM to find out more!

Not a Marigold client yet? 

Connect with our team to see how our technology and experts can help you reach your goals and build lasting customer relationships.

Want to read more? 

Read more on what to avoid in email marketing under the EAA and methods and tools to make your emails more accessible.

The content of this blog post is provided for general informational purposes only and does not constitute legal advice. Marigold disclaims all liability for any loss or damage arising from reliance on the content of this blog post. For specific legal guidance regarding the EU Accessibility Act or other accessibility regulations, please consult a qualified legal professional.