Email Accessibility Takes Center Stage

Email remains the workhorse of digital communication, but rising regulation and changing user habits mean email designers must adapt. The European Accessibility Act (EAA), now in effect, requires many organisations serving EU customers to ensure digital communications, including email, meet Web Content Accessibility Guidelines (WCAG), a shift that makes accessible, mobile-first email design both a legal necessity and an opportunity to widen audience reach.

A mobile-first approach is the starting point. A sizable portion of inbox activity occurs on phones, with a recent industry analysis indicating that mobile email opens range from 50–60% (varying by audience and campaign type), meaning your subject lines, preheaders, and layouts must be optimized for small screens. Fast-loading templates, single-column responsive layouts, large tappable buttons, and concise copy all improve usability and conversions on handheld devices. Treating mobile as the primary email source, not an afterthought, reduces user frustration and increases email engagement.

Accessibility and inclusive design go hand in hand with mobile optimisation. The WCAG principles are perceivable, operable, understandable and robust, which translate directly into practical email steps.

They provide meaningful alt text for images, ensure sufficient colour contrast for text and clear Call to Actions (CTAs), avoid conveying misinformation, a logical heading structure. Using semantic HTML where possible and making interactive elements usable via keyboard or assistive devices are also encouraged. These measures help screen-reader users, people with low vision, and those who rely on alternative input, and they often make emails easier to read for everyone.

To put this in practice, start with templates that are responsive and semantically sound. Use single-column layouts that adapt predictably, keep line lengths short, and use scalable fonts. Add descriptive alt text that explains the purpose of an image, not just its visual appearance. For example, “Sale banner: 30% off winter boots — shop now” instead of “image123.jpg.”

Include visible focus indicators for links and buttons, and an accessible plain-text alternative for every HTML email, and always test emails with real assistive technologies and automated accessibility checkers before sending. These steps are often straightforward to implement in most modern email platforms, reducing compliance risk.

Beyond compliance, accessible and mobile-first email design has measurable benefits. Accessible emails reach a larger audience (including the millions of EU residents with disabilities), reduce customer confusion, and often see better deliverability and engagement. Organisations that proactively adapt to the EAA also reduce legal and reputational risk while signalling that they value inclusive customer experience, providing a competitive advantage in crowded inboxes.

Practical tips for marketing teams include creating an accessibility checklist mapped to WCAG success criteria. Train copywriters and designers on writing clear subject lines and alt text, as well as other version control templates, to ensure legacy campaigns are audited. Use analytics to compare mobile vs desktop opens and iterate on layout and CTA placement, and document your accessibility decisions, so that an audit trail can be helpful for both continuous improvement and regulatory scrutiny.

Email is far from obsolete; it’s evolving. By prioritizing mobile users and accessibility, brands will not only meet new legal expectations from the EAA but also create more transparent, fairer, and more effective communications. Inclusive email design is a win: it helps people who were previously excluded, improving the inbox experience for all.