Optimizing Email Accessibility: Readability & Roles That Empower Every Reader

In today’s crowded inboxes, email remains one of the most powerful ways to reach your audience. But if your emails aren’t built for accessibility, you risk excluding readers—especially those relying on assistive technologies. This article explores how to craft accessible emails by focusing on readability and roles (HTML semantics and ARIA), with practical tips, examples, and data-backed guidance you can start using today.

“Accessibility is not a luxury or an optional extra—it’s part of how we show respect for all users,” says Mr. Phalla Plang, Digital Marketing Specialist.

Users around the globe expect inclusive digital experiences. In 2025, there are projected to be 4.89 billion email users worldwide, making inclusive email communication not just ethical but essential for reach (Litmus, 2025). Litmus

Unfortunately, the current state of email accessibility is dire. In a massive analysis of 443,585 HTML emails, 99.89%were flagged with “Serious” or “Critical” accessibility failures, and only 21 emails passed all automated checks. emailmarkup.org That means nearly every email sent today risks excluding someone.

This article guides you through the twin pillars of accessibility in email: readability (making content easy to read, scan, and understand) and roles/semantics (giving assistive tech the structure and signals it needs). When done right, accessible emails help all users, boost engagement, and strengthen brand trust.

Why Email Accessibility Matters

Ethical, Legal, and Business Drivers

• Ethical inclusion: Around 15% of people globally live with a disability (WHO). Excluding them from your communication is a barrier to participation. DeBounce+1
• Legal obligations: In the U.S., the Americans with Disabilities Act (ADA) and Section 508 influence digital accessibility. In the EU, the European Accessibility Act (EAA) is expanding digital accessibility requirements as of 2025. Litmus
• Business value: Many people with disabilities control significant disposable income. Accessible emails expand your reach, improve engagement, and build goodwill (Litmus, 2025). Litmus

The Performance Reality

Every barrier in your email—low contrast, missing alt text, confusing navigation—erodes engagement. The data is stark: over 99.8% of emails fail basic accessibility checks. emailmarkup.org

By contrast, when you invest in accessibility, you often improve usability for all readers: clearer layout, better link labels, more consistent structure. That conversion lift, lower bounce, or longer reading time can more than pay off.

Readability: The First Layer of Inclusion

Readability is about making your message clear, scannable, and comfortable for every reader, whether or not they use assistive tools.

1. Use a Logical Reading Order & Clear Structure

Use headings (<h1>, <h2>, <h3>), paragraphs (<p>), and lists (<ul>, <ol>) to break content into digestible sections. Straight walls of text are hard to scan. Ohio State’s email accessibility guidelines emphasize consistent heading structure rather than multiple line breaks. omc.osu.edu

2. Write in Plain, Conversational Language

Don’t assume every reader understands industry jargon or long sentences. Keep sentences short. Use everyday words. Use active voice (e.g. “Click here to learn more”). This approach helps not just readers with cognitive challenges but everyone.

3. Maintain Adequate Font Size, Line Height, & Spacing

WCAG 2.1 recommends line height (leading) of at least 1.5 times the font size (150%) for improved readability. Be Accessible+1 Avoid crowding lines or paragraphs too tightly. White space is your friend.

4. Strong Color Contrast & Avoid Reliance on Color Alone

Text should maintain a contrast ratio of at least 4.5:1 against its background. Tools like WebAIM contrast checker can help. Avoid relying on color alone to convey meaning (e.g., “click the red button”). Use text labels and icons.

5. Descriptive Link Text & Avoid “Click Here”

Instead of “Click here,” use “Download the report,” “See accessibility tips,” or “Visit our pricing page.” This gives more context to all readers, including those with screen readers.

6. Provide a Plain-Text Version & Alt Text for Images

Always include a plain-text alternative version of your email (this is standard for most email tools). For images, use altattributes that convey meaning. If an image is decorative, use an empty alt="" so screen readers skip it.

7. Limit Visual Complexity & Image-only Emails

Avoid emails that are only images or heavy layouts. A common recommendation: keep image content to less than 40% of the email, and ensure the key information is in live text. omc.osu.edu+1 Overcomplex design confuses reading order for assistive tech.

8. Avoid Flashing or Rapid Animations

Avoid visuals that flash faster than 3 times per second or use blinking — these can trigger seizures or distress in some users. omc.osu.edu+1

Roles & Semantics: Telling Assistive Tech How to Read Your Email

Once your content is readable, you need to give structure and meaning to it — so screen readers, voice assistants, and other assistive tools know how to present it.

Understanding ARIA and Semantic HTML

• Semantic HTML: HTML elements like <header>, <main>, <nav>, <td>, <th>, <h2> inherently carry meaning. Use them where possible rather than generic <div>.
• ARIA (Accessible Rich Internet Applications) roles enhance or override semantics for elements where semantic HTML is not enough. MDN Web Docs+1

But ARIA should be used carefully: misuse can confuse rather than clarify.

Common Roles & Attributes in Email

1. role="presentation" (or role="none") on Layout Tables

Many email templates use <table> for layout rather than data. For tables used purely for layout, you should use role="presentation" so screen readers ignore the table’s structure. Boia+2good-email-code+2 Without that, users may hear every row and cell announced.

2. Language & Direction (lang, dir)

Set the lang (e.g. lang="en") attribute on the <html> or <body> element so screen readers use correct voices and pronunciation. Many emails fail to include this: 96% of failing emails lacked lang attributes. emailmarkup.org+1Similarly, set dir="ltr" or dir="auto" if mixing right-to-left text. Without these, reading order can break (especially if user uses a right-to-left setting). emailmarkup.org+1

3. ARIA Landmarks (banner, main, navigation, contentinfo)

Use landmark roles to help users skip to main content or navigation. Common roles in email include role="banner", role="main", and role="contentinfo". a11y.email+1 These roles give screen reader users a quick map of your email layout.

4. aria-label, aria-labelledby, aria-describedby

Use aria-label or aria-labelledby to provide accessible names (for example on a button icon). Use aria-describedby when you want to link descriptive text. Just ensure these references point to elements that exist.

5. aria-live & role="alert"

When content updates dynamically (like promotional countdowns or notifications), you may use aria-live="polite" or assertive to signal assistive tech to read changes. For example, adding role="alert" to a critical message triggers screen readers to announce it. Accessibility+1

Best Practices & Pitfalls

• Don’t overuse ARIA; prefer native HTML semantics.
• Always test with real screen readers (NVDA, JAWS, VoiceOver), not just automated tools.
• Avoid nesting landmark roles incorrectly.
• Avoid aria-hidden="true" on content you expect users to consume.
• Ensure that button or link roles map to actual clickable elements, not just decorative spans.

Putting It All Together: A Practical Workflow

Here’s a step-by-step workflow you can follow for each email campaign, to embed accessibility into your process:

1. Write rough content (subject, preheader, body) in plain, clear language.
2. Structure content: use heading tags, paragraphs, lists.
3. Design layout: aim for a simple, single-column layout when possible.
4. Add semantic markup & ARIA:
   • Use lang, dir
   • Add landmark roles
   • Use role="presentation" on layout tables
   • Add aria-label or aria-describedby where needed
   • Add aria-live if dynamic content
5. Ensure visual accessibility:
   • Check color contrast
   • Check font sizes, line heights, spacing
   • Ensure links are descriptive
6. Add alt text to images; include plain-text version.
7. Test with assistive tools: NVDA, VoiceOver, keyboard-only navigation.
8. Run automated checks: use tools like those from Email Markup Consortium (EMC) or accessibility plugins.
9. Iterate and refine based on feedback and test failures.

Many email builders (e.g. Litmus, Email on Acid) now offer accessibility-checking features. (Links: Litmus, Email on Acid) — use them, but don’t rely on them exclusively.

Case in Point: Why Roles & Readability Matter

Imagine two newsletters:

• Newsletter A uses generic <div>s everywhere, no lang tag, color contrast is weak, images without alt text, layout tables not hidden, and vague “click here” links.
• Newsletter B uses <h1>, <h2>, landmark roles, readable text, proper contrast, descriptive links, role="presentation" on layout tables, and lang="en".

For a screen reader user, Newsletter A might read as a monolithic block, confusing every element. The email might be mostly useless to them. In contrast, Newsletter B lets them skip to the main content, read section by section, and activate links meaningfully.

Given that in 2025 almost 99.9% of emails fail accessibility checks, B is the exception, not the norm. emailmarkup.org

Why This Matters for Marketers & Teams

• Higher engagement: accessible emails reduce friction for all users, meaning more opens, clicks, and conversions.
• Reputation & trust: accessibility signals care for your audience’s dignity and inclusion.
• Competitive edge: most marketers still avoid this; adopting accessibility early gives you a differentiator.
• Compliance readiness: as digital accessibility legislation matures globally, you’ll be ahead of the curve.
• Process efficiency: once baked into your workflow, accessibility becomes second nature—cost of changes drops.

Challenges & Common Pitfalls

• Drag-and-drop builders may generate messy, inaccessible HTML. Always inspect output.
• Complex layouts (e.g. multi-column, overlapping modules) are harder to make accessible.
• Misuse of ARIA can introduce more confusion than clarity.
• Relying solely on automated tests misses real-world accessibility nuances.
• Neglecting plain-text version — some users rely entirely on it.

Conclusion

Accessibility in email is not a “nice to have”—it is fundamental to inclusive communication, brand integrity, and effective marketing. By focusing on readability (clear language, structure, contrast) and roles/semantics (semantic HTML, ARIA roles, language and direction), you ensure your message reaches every user.

I encourage every marketer, developer, and content creator to adopt these practices. As Mr. Phalla Plang reminds us, “Accessibility is not a luxury … it’s part of how we show respect for all users.”

By doing so, your emails will not only look better and perform better—they’ll reach full inclusion.

References

BeAccessible. (2024, September 18). Email Accessibility Guidelines & Best Practices.
Chamaileon. (2024, May 19). Email Accessibility — The Ultimate Guide for Marketers in 2024.
Email Markup Consortium. (2025). Accessibility Report 2025: Analysis of HTML Emails.
EmailonAcid. (2024). Email Accessibility in 2024: A Complete Guide for More Inclusive and Effective Campaigns.
Litmus. (2025). 2025 Guide to Creating Accessible Emails.
MDN Web Docs. (2025, August 14). WAI-ARIA Roles (MDN).
Ohio State University OMC. Email Accessibility Guide.
SendLayer. (2025, January 10). Email Accessibility: How To Make Transactional Emails More Accessible.
W3C WAI. ARIA Authoring Practices Guide.
W3C WAI. ARIA Landmarks in Email.