Email accessibility is not only a legal requirement in some countries, but also a way to improve your email performance and reputation. It increases your reach and potential conversions by making your email content available to more people, enhances user experience and satisfaction by providing clear, concise, and consistent email content, and boosts your email deliverability and reputation by avoiding spam filters and complying with web standards. To make your email accessible, you need to follow some basic guidelines such as using semantic and valid HTML code that follows the web content accessibility guidelines (WCAG), providing alternative text for images, links, and buttons that describe their function and content, using a clear and readable font size, color, and contrast that are compatible with different devices and screen readers, having a logical and linear structure and hierarchy that guides the user through your email content, avoiding complex or ambiguous language, jargon, or acronyms that may confuse or alienate your audience, and including a plain text version of your email that contains the same information and links as the HTML version.
To make your emails accessible, follow these guidelines: Use semantic and valid HTML code that adheres to WCAG. Provide alternative text for images, links, and buttons. Use a clear, readable font size, color, and contrast. Ensure a logical, linear structure and hierarchy. Avoid complex language, jargon, or acronyms. Include a plain text version of your email with the same information and links.
To test and improve email accessibility and usability for different devices and users: Use accessibility testing tools like AChecker, Accessibility Insights, and Email on Acid. Ensure color contrast, avoid flashing animations, and use larger font sizes. Engage in user testing with people, especially those with disabilities. Respect privacy, be open to critique, and provide clear instructions during testing. Conduct regular audits, compile data, and incorporate accessibility checks into your review process.
Ultra-easy to read > “creative” branding fonts or colors. A clear sign that a brand is not promoting accessibility is when they’re overly committed to a hard to read style because it “looks cool” or is “on brand”. I still see too-thin cursive fonts, light text, and busy backgrounds on big brand’s professional email marketing. A white background, black text, and Open Sans is just fine.
Accessibility: Check screen reader compatibility; Ensure good color contrast; Efficient tab navigation; Allow font adjustments; Test on mobile devices. Usability: Responsive design; Consistency across browsers; Touch-friendly on mobile devices; Check links and buttons functionality; Clear organization of content; Optimize loading time; A/B testing and feedback; Compliance with web standards; Continuous monitoring.
Email accessibility isn't just a legal checkbox – it's a game-changer. Not only does it cover your legal bases in some countries, but it also amps up your email game. Think broader reach, more potential conversions, and happier users. By playing nice with accessibility guidelines, you dodge spam filters, amp up your email's readability, and keep the email delivery gods on your side. So, semantic HTML, alt text for images, user-friendly fonts, and a logical structure – it's like giving your emails a VIP pass to everyone's inbox. Keep it clear, concise, and considerate – your audience will thank you!
Email usability means that your email content is easy to use and understand by your audience, regardless of their device, browser, or preferences. It can not only improve accessibility, but also optimize performance and conversions. Some of the benefits of email usability are increased open and click-through rates due to relevant, engaging, and appealing content; reduced bounce and unsubscribe rates due to trustworthy, respectful, and valuable content; and improved conversion and retention rates due to clear, concise, and actionable content. To test your email usability, you should use an email testing tool for previewing and testing across different devices and browsers; an email analytics tool for measuring performance and user behavior; an email survey tool for collecting feedback; and an email optimization tool for experimenting with content based on data and best practices.
Email usability ensures that your email content is easily accessible and comprehensible for all users, regardless of their device, browser, or preferences. This approach enhances both accessibility and performance, leading to better conversions. Benefits include higher open and click-through rates due to engaging content, lower bounce and unsubscribe rates due to trustworthy messages, and improved conversion and retention rates through clear and actionable information
Interested in knowing where to find email usability tools? Check out email on acid and litmus. These two are market leaders that are always on the cusp of change. They will also provide valuable deliverability reports.
Think of your email as a key that should smoothly unlock any door, no matter the lock—be it device, browser, or individual preferences. Email usability isn't just about making your message accessible; it's about tailoring a VIP experience for every reader, ensuring they not only get in the door but also enjoy the party enough to stick around.
Email usability ensures your content is clear and functional for all recipients, regardless of device or browser. Benefits include higher open and click-through rates from engaging content, fewer bounces and unsubscribes from trustworthy material, and stronger conversions from concise, actionable messages. To test usability, leverage tools for previewing across devices, analyzing performance, gathering feedback, and refining content based on insights. This approach fosters accessible and effective communication while improving overall outcomes.
Email usability is like the golden ticket to a seamless user experience. It's not just about looking good; it's about being user-friendly across devices and browsers. Why does it matter? Well, besides making your content accessible, it's a performance booster and conversion wizard. Think higher open and click-through rates because your content is on point, lower bounce and unsubscribe rates because you're serving up value, and improved conversion and retention rates because your content is clear and actionable. To ensure your emails rock the usability game, get your hands on testing, analytics, survey, and optimization tools – they're your secret sauce
Email best practices are the general principles and standards that you should follow to create effective and successful email campaigns. These practices are not fixed or universal, but rather based on research, experience, and industry trends. To make sure your email campaigns are successful, it's important to segment and personalize your email list based on your audience's characteristics, interests, and behavior. Additionally, craft a compelling subject line and preheader that capture attention and curiosity, design a responsive and attractive layout that adapts to different devices and screen sizes, write a concise and engaging copy that conveys your message and value proposition, include a clear call to action that motivates your audience to take the next step, and test and optimize your content based on data and feedback.
One of the oftentimes overlooked aspects of email personalization is WHEN someone receives an email. Personalization is so much more than using their first name. It's knowing where they are in the customer journey so you can deliver the right message at the right time.
Understanding the best practices for the audience you have and the emails you send is one of the best ways to increase your results. It also shows that you have an understanding on what the audience in your market are used to seeing.
Email best practices are like the guiding stars for stellar campaigns. They're not set in stone, but they're the result of a mix of research, experience, and what's trending in the industry. Want your emails to rock? Start by knowing your audience – segment and personalize based on who they are and what they love. Craft a killer subject line and preheader to grab attention. Design a layout that dances gracefully on any device. Write copy that's short, sweet, and to the point. Nail that call to action. Bonus tip: The copy of the CTA should speak about what the user is getting and not the action! And don't forget to play the testing and optimization game – let data and feedback be your north star. Good luck!
Email examples are real-life email campaigns that can be used to gain inspiration and reference for your own content. Examining email examples can help you learn from the successes and failures of other email marketers, as well as uncover fresh ideas and trends. Sources of email examples include newsletters you receive from brands or organizations, email galleries or collections, case studies or reports that assess the performance of campaigns, and blogs or podcasts that provide email tips, insights, and stories.
Part of your research is to look at what other people who are doing well with their email marketing are doing. Sign up to their newsletters and absorb the way they write and see if their are any frameworks that work well that you can borrow for your newsletters.
Hack: Use mailcharts.com (It costs about $150-200 a month) But you can get all the examples you need and it's organized neatly Low budget? I got you! Sub to your favorite relatable brands! Real campaigns out there to inspire and guide your own content. Dive into these to learn the ropes from other marketers' victories and oops moments. They're not just emails; they're gold mines of ideas and trends. Where to find them? Your inbox is a good start – those newsletters from brands? Perfect examples. Email galleries, case studies, blogs, and podcasts are other goldmines. So, sift through these real-life emails – they're like a crash course in what works, what doesn't, and what's hot in the email marketing game. Happy exploring!
Email is a dynamic and ever-changing communication channel, so it's important to stay up-to-date with the latest trends, technologies, and regulations. Joining and participating in email communities, forums, or events can help you connect with other email marketers and experts. Additionally, seeking feedback from your audience, peers, or mentors can help you hone your email skills and knowledge. Lastly, experimenting and innovating with your email content, format, and strategy can help you stand out and reach your goals.
Key Strategies for Staying Current in Email Marketing Join Email Communities: Connect with other email marketers and experts by participating in forums, events, and online communities. Seek Feedback: Gather input from your audience, peers, and mentors to continuously improve your email skills and knowledge. Experiment and Innovate: Try new approaches to your email content, format, and strategy to stand out and achieve your goals.
Just like any other communication tool, Email in itself is a dynamic and ever changing tool as it improves to make life easier. To be able to utilize the functionalities and technicalities, continuous learning is a necessity to birth improvement on your part as a communication expert.
A/B testing, in particular, is a crucial component of email optimization. By systematically comparing two versions of an email, we can pinpoint which elements resonate most with our audience, be it subject lines, content, or design. Just be sure you are only testing one variable at a time. This not only leads to higher engagement rates but also ensures that we're delivering value to our subscribers. Continuous learning and adaptation, backed by data-driven insights from A/B testing, are key to staying relevant in the ever-evolving world of email marketing.
Without experimentation your email marketing may get stagnant. Which nobody wants for themselves. You want to be able to consistently evolve into the best version of yourself for the sake of your audience and have them continuously coming back for more.
Connect with fellow marketers and soak up wisdom from the pros! I have a few IM groups that I learn from and contribute to. Podcasts are a great place as well to learn. Last but not least, experiment like a mad scientist! Tweak content, play with formats, and watch your emails shine!