What to avoid in email marketing under the EAA

Ensuring your emails are accessible for all isn’t just about following regulations such as the European Accessibility Act, it’s about creating a seamless experience for all subscribers. However, many email marketers still make avoidable mistakes that can make content difficult to read, navigate, or interact with.

From low-contrast text to unlabelled buttons, these mistakes can alienate potential customers and create compliance risks within regions with strict accessibility laws.

Want to make sure your emails are inclusive and effective? Here are the most common mistakes to avoid in email marketing.

Avoid these common pitfalls

For many busy email marketing teams, the focus is always on engagement, volume, and reach. This has historically led to design practices intended to stand out in a crowded inbox and grab customers’ attention with exciting content. Unfortunately, these practices have not always led to the most accessible emails, so great email marketers can fall into these pitfalls while also doing a fantastic job.

But now is the time to change. Eliminate the items below from your emails, and you will be on your way to much more accessible content that is engaging for all.

1. Poor contrast and small fonts

❌ Avoid light text on a light background or dark text on a dark background

✅ Use a minimum font size of 14px for readability and use contrasting colors

2. Image-only emails

❌ Don’t rely on images to convey essential information or function as buttons

✅ Always include descriptive alt text for images and build buttons from HTML

3. Missing or incorrect HTML structure

❌ Avoid building emails with <div> <span> and font sizes to create visual hierarchy

✅ Use formal HTML headings <h1> <h2> and lists <ul> <ol> to maintain structure

3. Unlabeled links and buttons

❌ Call to Action text such as “Click Here” is not helpful for screen reading software

✅ Use descriptive link text such as “Read Our Guide” or “Check Local Stock”

4. Non-responsive email designs

❌ Emails that don’t adjust to different screen sizes are frustrating for users

✅ Use a mobile-friendly, responsive layout with easy-to-tap buttons

Avoiding these mistakes will make your emails accessible, user-friendly, and effective.

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.