Email Accessibility Checklist
A free checklist to help you create accessible email campaigns.
)
On this page
Bigger reach, better results
You spend hours A/B testing subject lines and CTAs. But if your emails aren’t accessible for the 1.3 billion people globally with a disability, you’re leaving clicks on the table.
The good news? Even small fixes — like adding image alt text or improving color contrast — can help more people engage. Use this checklist to quickly find and fix common accessibility barriers and boost the performance of every campaign.
1. Structure and Layout
Make sure your emails are easy to navigate and understand
Your email’s structure matters — a lot. If the layout is confusing or doesn’t follow accessibility best practices, people with cognitive disabilities or who rely on screen readers can struggle to make sense of it.
Use heading tags, not special formatting.
Screen reader users rely on heading tags like <h1> and <h2> to understand the structure of your email. Most screen readers don’t announce bold text or large fonts as headings, so using proper tags is key for conveying hierarchy and meaning.
Don’t skip heading levels.
Start with one main heading (<h1>), then use <h2> for sections under that, and <h3> for any sub-sections within those. Screen reader users often navigate by jumping between headings, so skipping levels can make it seem like content is missing.
Use tables for data only.
If you use tables for layout, add role=“presentation” so screen readers don’t misread them.
Test your email with just a keyboard.
Can you tab through everything without getting stuck? That’s key for screen reader users and people with motor disabilities.
2. Image Accessibility
Make sure every image works for everyone
Most email clients make it difficult to add many visual bells and whistles, which is why some companies create emails that are just a series of images … or worse, one giant image. The big problem with this approach? Not only does it exclude people with visual disabilities, but it can also cause issues for all users if the images don’t load properly.
Always use alt text.
There’s nothing wrong with using images in your emails, as long as you back them with descriptive image alternative text(opens in a new tab). Doing so ensures that people with visual disabilities get a clear picture of what the image is supposed to convey or represent.
Avoid text-heavy graphics.
We get that some images need text to tell a full story. Just take a cue from Accessible Social, which says “Graphics for social media should be treated more like billboards.” Oh, and be sure to include any text as part of the alt text description!
Hit pause on flashing content.
Some email clients let you add blinking text or animated GIFs, but this can cause discomfort or even seizures for people with photosensitive conditions. As a best practice, avoid flashing or blinking content with frequencies between 2 and 55 Hz.
Use accessible animations.
Motion isn’t off-limits — it just needs to be thoughtful. Limit looping animations, skip autoplay where possible, and give users control over any movement. Accessible animations keep your content dynamic and usable.
Use text instead of images for key info.
Some email clients block images, so make sure that key elements of your email — like CTAs or promo codes — are text-based and not part of an image. Better to double up than to miss someone with inaccessible content
Test your emails with images off.
Does it still tell a coherent, compelling story? If not, that’s a clear sign that your email isn’t going to be engaging for people with visual disabilities.
“There’s a website I go to all the time that’s great. It’s easy to navigate, everything has a description. I got an email recently and it was just images with no text. It drives me absolutely crazy. They basically said, ‘We have this awesome sale going on. Image. Image. Image.’”
— Ana Jacob | AudioEye A11ance Advocate
Pro Tip
Stuck on alt text? Imagine that you’re describing an image over the phone to a friend. What details would you include so they get a complete picture (pun very much intended) of the image?
4. Links & CTAs
Make every link clear and clickable
The success of any email campaign boils down to clicks and conversions. If your links and CTAs aren’t accessible, you’re adding friction for people with disabilities. With click-through rates ranging from 2-4% across all industries, every click counts. By prioritizing accessibility, you can make it easier for more people to engage with your emails — and help them perform the way you want them to.
Use meaningful link text.
Screen reader users often navigate by links, so “Click here” doesn’t provide enough context. Instead, use descriptive text like “Read our full report” so the purpose is clear.
Make links and buttons easy to tap.
Small tap targets can frustrate mobile users or people with motor disabilities. To make interaction easier for everyone, aim for a minimum size of 44x44 pixels.
Always underline links.
Color alone isn’t enough to show that something is clickable. Underlined links are easier to identify — especially for people with visual disabilities.
5. Copywriting & Formatting
Make every word easy to understand
Clear, concise copywriting is the powerhouse of effective emails. It helps your message land quickly, whether someone has a cognitive disability, is using a screen reader, or is simply skimming one of many unread emails in their inbox. Using plain language, breaking up long blocks of text, and writing descriptive, value-first headings all improve readability and accessibility for everyone.
Write in short, clear sentences.
Plain language and active voice make content easier to understand — especially for people with cognitive or learning disabilities.
Avoid jargon and slang.
Simple, familiar language makes your content more accessible to everyone — including people with cognitive disabilities or those reading in a second language.
Use at least 14pt font.
Larger font sizes improve legibility for people with low vision and make your content easier to read on smaller screens.
Break up content visually.
Use headings, bullet points, and short paragraphs to make your emails easier to scan and understand.
Left-align your text.
Avoid centered or justified alignment — left-aligned text supports better reading flow and reduces eye strain.
Pre-Send Checklist
Quick DIY Accessibility Tests
A few simple checks you can do yourself
You don’t need a full audit team to spot accessibility issues — just a few quick tests can help you catch common accessibility barriers before they land in someone’s inbox.
Website Accessibility Checker
Check your website’s conformance in seconds
Find out if your site is accessible for people with disabilities and meets the ADA, WCAG, and other requirements.