Catering to neurodiverse audiences can enhance engagement and inclusivity in your email campaigns.

'Someone with ADHD like myself and often with all these cognitive challenges can benefit from clear content, precise instructions, great structure, and visual supports.'

Takeaway:

• Organize content with clear headings and logical flow.
• Provide precise instructions to guide the reader.
• Use visual elements to support and enhance textual content.

The language you use in emails can affect how well your message is understood by all recipients.

'Avoiding confusing jargon, keeping messaging concise and to the point, not using filler words like just, actually, literally... Use explicit language.'

Takeaway:

• Use clear and concise language to aid comprehension.
• Avoid jargon and filler words that may confuse readers.
• Provide explicit instructions to make actions clear.

Making content accessible not only aids users with disabilities but also benefits your marketing strategy overall.

'Accessible content is just great strategy anyway. Direct calls to action result in greater conversions... So if we make it easier for computers and coding and everything to read content of our pages, of our emails, then it's going to be easier for AI tools to support as well.'

Takeaway:

• Clear, accessible content leads to higher conversion rates.
• Improving accessibility enhances compatibility with AI tools.
• Accessible emails improve user experience for all subscribers.

Personalizing emails can enhance accessibility by delivering relevant content to each subscriber.

'Adding conditional content blocks to only display relevant content and giving users the choice of what emails they receive... Because some people don't want to be overwhelmed with specific emails, and some people do not want to miss out on anything.'

Takeaway:

• Use conditional content blocks to tailor emails based on preferences.
• Allow subscribers to choose the type and frequency of emails.
• Personalization can reduce cognitive load and improve engagement.

Accessible calls to action can improve click-through rates and overall campaign performance.

'We need to ensure there is a visual contrast in the text colors between the standard text and the link text... And we want to make sure that they're underlined as well... Use descriptive link text.'

Takeaway:

• Use high-contrast colors for links and ensure they are visually distinct.
• Underline links to help users identify clickable elements.
• Provide descriptive link text to convey clear action and context.

Relying on images to convey essential information can hinder accessibility and reduce campaign effectiveness.

'Never replace key email text with images... They should only be used to enhance messaging. And add your alt text.'

Takeaway:

• Avoid embedding important text within images, as screen readers cannot interpret them.
• Use text for key messages to ensure all recipients can access the content.
• Always include alt text for images to describe their content.

The way you format text and structure content in your emails can greatly impact accessibility and readability.

'For vision impaired, they need high contrast, large fonts, and easy to read content... We want to make sure your fonts are large enough. Sans serif fonts are preferred...'

Takeaway:

• Use large, sans-serif fonts to enhance readability.
• Left-align text and avoid justifying to maintain consistent spacing.
• Keep paragraphs short and use headings and bullet points for better structure.

Thoughtful design choices can make your emails more accessible and improve user engagement.

'Firstly, we always want to check our color contrast between our background and our text... We also want to make sure we support dark mode... And please do use the dedicated content blocks from your builder.'

Takeaway:

• Ensure sufficient color contrast between text and background for readability.
• Design emails that adapt to dark mode settings to enhance user experience.
• Use your email builder's content blocks to maintain proper code structure.

Proper coding is crucial for making your emails accessible, particularly for users relying on screen readers.

'To make screen readers as effective as possible, we need a DIR attribute for text direction... We need a LANG attribute to detect language... Now, all three of these things actually don't come standard.'

Takeaway:

• Include 'dir' (direction) and 'lang' (language) attributes in your email's HTML code.
• Utilize header tags (H1, H2, H3) to structure your email content properly.
• Ensure you have a plain text version of your emails for better accessibility.

Making your emails accessible isn't just about inclusivity; it can significantly expand your reach and improve your campaign performance.

'1 in 6 people have a disability, and 80% of those disabilities aren't even immediately visible. So what that means is, you could be missing out on a huge chunk of your audience if you are not making your emails accessible.'

Takeaway:

• Recognize that a significant portion of your audience may have disabilities that impact how they interact with your emails.
• Implement accessibility best practices to ensure your emails are effective for all recipients.
• Enhancing accessibility can lead to better engagement and conversions across your entire audience.