Understanding the EU Accessibility Act (EAA): A quick guide to accessible email marketing 

Email remains the king of comms to engage customers, leads, volunteers, or employees. It’s the perfect channel for every kind of message, from product launches to event invites and brand updates. Email does it all. But, while you’re building your campaigns, are you also thinking about email accessibility?

With new EU legislation now in force, accessible email marketing has stepped into the spotlight, making inclusivity not just a best practice but a must-have for every campaign. In this article, we will give you the lowdown on the European Accessibility Act, outline best practices for accessible email marketing, and show you how to meet the new marketing standards.

What is the European Accessibility Act (EAA)?

The EAA aims to make tech, products, and services more accessible for everyone. The goal is to make society more inclusive by removing inconsistent rules across EU member states. For email marketers, it’s about making sure everyone can access your online content.

This is a sweeping new regulation that came into effect on 28 June 2025. But it’s not the only one marketers need to know about. Other laws and guidelines to be aware of include:

• Americans with Disabilities Act (USA)
• Equality Act (UK)
• Disabilities Discrimination Act (AUS)
• Act on the Elimination of Discrimination against Persons with Disabilities (JAP)
• United Nations Convention on the Rights of Persons with Disabilities (CRPD)
• Web Content Accessibility Guidelines (WCAG)

Why accessibility matters

One in six adults worldwide has a disability. Yet the accessibility of online content is often overlooked. Some common disabilities that impact email engagement include:

• Dyslexia: Affecting approximately 780 million people globally
• Vision impairments: At least 2.2 billion people have near or distance vision impairment
• Color blindness: Color vision deficiency (CVD) affects around 300 million people worldwide
• Cognitive impairment: Over 55 million people globally have a cognitive impairment
• Situational disabilities: Temporary injuries like broken fingers can limit interactions with digital content

Accessible marketing also helps people with older devices or limited internet access. Slow connections and outdated technology can impact a person’s online experience. Accessible email design helps you overcome these challenges. So, if you’re not thinking about accessible emails, you’re missing a huge proportion of your potential customer base.

What accessibility requirements apply to you?

For digital marketers and email marketers specifically, the EAA outlines features businesses must incorporate. These include:

• Alternative text for images
• Keyboard navigation
• Adjustable font sizes
• Text-to-speech and speech-to-text functionalities
• Captioning and audio descriptions
• Accessible customer support services

The effects of the EAA extend further than just improving accessibility. Marketers need to rethink how they design and deliver online experiences, including email.

Why is accessible email marketing important?

Let’s dive into some of the top benefits of accessible email marketing.

1. Broader reach

When your emails are accessible, everyone can receive and understand your message. This seriously extends the reach and impact of your marketing. Inclusivity helps you reach more customers and shows how you value every subscriber.

2. Improved engagement

Studies show that accessible emails can double conversion rates and boost engagement by 18%. Accessible design and copywriting help keep subscribers connecting with your marketing. Easy-to-click CTAs and easy-to-read copy are essential for accessibility and conversions.

3. Better brand reputation

Accessible marketing shows you put your audience first. It builds trust, fosters loyalty, and tells subscribers you understand their needs. By meeting the needs of your whole audience, your brand image will flourish.

Accessibility best practices for email marketing

Email Markup Consortium’s (EMC) research into email accessibility found that 99% of emails contained “serious” or “critical” issues. But the good news is that many of these issues are easy to fix. All you have to do is follow the best practice principles laid out in the WCAG.

Email design best practice

1. Balance text and images

Subscribers with low or no vision must listen to your email using a screen reader. When designing emails, ensure written content delivers the main message of your campaign. Image-based emails (where the copy is part of an image) are not accessible. If the message is lost with images switched off, then screen readers can’t read it either.

2. Use clear and readable fonts

Choose simple, readable, sans-serif fonts (like Arial, Verdana, or Roboto) at a minimum size of 11–14px. This helps ensure that the text is easy to read for all subscribers.

3. Use plenty of white space

Adding padding and white space around your visual elements and copy reduces visual clutter. It also improves the experience for subscribers with cognitive or visual impairments. Think about your line spacing, too. It’s recommended to have a line height that’s 1.5x more than your font size.

4. Be thoughtful with your use of color

Make sure color isn’t the sole method of delivering important information. This isn’t accessible to readers with color blindness or low vision. There should be a high contrast between the colors in your email, especially between the copy and background colors. Aim for a minimum contrast ratio of 4.5:1 for normal text and 3:1 for large text between your text and background. You can check your color contrast using this contrast checker.

5. Add alternative text to all images

Every image should have concise, meaningful alt. text. This helps subscribers who use screen readers or have images turned off still get the full context of your message.

6. Create a responsive and mobile-friendly email template

Design email templates that adapt to any device or screen size. Large, tappable buttons and scalable images make navigation easier for everyone, especially on mobile devices.

7. Use accessible GIFs and animations

Never auto-play audio or video, and avoid flashing or fast, animated content. Any flashing elements should meet the three-flashes-per-second rule to prevent triggering seizures. If you include media, also be sure to include captions and transcripts for accessibility.

8. Use semantic HTML and clear language tags

If you need to edit your email template using HTML, use proper HTML and language tags. This helps screen readers interpret and pronounce content correctly. E.g.

• <header>
• <footer>
• <main>
• <html lang=”en”>

Email copy best practice

1. Write accessible copy

Use plain language and define any technical terms. This supports people with cognitive or learning disabilities, as well as those reading in a non-native language. You can check the accessibility of your copy using the Hemingway App (Grade 9 is the average reading score for adults).

2. Use descriptive subject lines

Write subject lines and/or preview text that summarize the email’s content. Avoid vague or strange wording to help subscribers understand the email’s purpose and improve open rates for everyone.

3. Use descriptive link and button labels

Replace generic phrases like “click here” with descriptive copy that explains the action or destination. For example, “Download the guide” or “Shop tracksuits”. Do this for in-copy links and buttons. This clarity benefits all users, especially those relying on assistive technologies.

4. Plan content with a logical structure

Use headings (H1, H2, H3) to break up your content and guide readers through your message. A well-structured email improves readability and helps screen readers navigate the content better.

5. Avoid all caps

Don’t use uppercase text for emphasis or headings. Text in all caps can be difficult to read, especially for users with dyslexia. It can also lead to misinterpretation by screen readers, thinking they are acronyms. Use bold or larger font sizes instead to draw attention.

6. Use copy instead of images of text

Always use text blocks for important messages. Screen readers can’t read images of text, and they may not scale correctly across devices.

How to make your emails EAA-compliant

Laid out in a list, the best practices for accessible email marketing feel like a lot of work. But that isn’t the case. Making your emails accessible is easier than you think, especially with the right tools and a step-by-step approach.

1. Conduct a template audit

Start by reviewing your existing email templates. Check for:

• Alt text for all images: Ensure every image has concise, meaningful alternative text.
• Fonts and readability: Stick to no more than two fonts in a single email, and make sure it’s readable for everyone.
• Color usage and contrast: Are the color combinations in your emails accessible?

2. Use Dotdigital’s built-in accessibility features

Dotdigital offers a range of features to help you create accessible emails, including tools for alt text, responsive template design, and accessible HTML. These features streamline your compliance efforts and ensure your emails reach everyone.

3. Review and update templates regularly

Accessibility standards and best practices evolve. Regularly audit and update your email templates to stay compliant and provide the best experience for all subscribers.

Conclusion

Making email marketing accessible isn’t just about following the rules laid out by the EAA; it’s about connecting with your community. When emails are accessible, you show that you care about everyone, no matter their abilities. This creates a space for real interaction with your content.

By following some simple best practices like using alt text, choosing easy-to-read fonts, and being smart with color choices, emails become more inviting. This focus on inclusivity helps build trust and loyalty with our customers, showing that their experience matters to you.