E-mail deliverability update: Making e-mail accessibility accessible

Guy Hanson
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Guy Hanson: Validity, UK

Journal of Digital & Social Media Marketing, 2025, vol. 13, issue 2, 200-204

Abstract: Accessibility is an important topic for marketers generally, and email marketers specifically. According to World Health Organization research, one in four people suffer from some form of visual impairment. Understanding this, and creating inclusive marketing communications, will improve marketing effectiveness. Marketing minds are now further focused by the introduction of new laws like the European Accessibility Act, meaning accessibility-centric messages are no longer just best practices; they are a legal requirement, with significant penalties for non-compliance. This paper explores these requirements, explaining exactly what marketers need to know about accessibility, and then providing a comprehensive set of actionable guidance and tools to achieve this. This article is also included in the Business & Management Collection which can be accessed at http://hstalks/business.

Keywords: accessibility; European Accessibility Act/EAA; e-mail marketing; e-mail deliverability; impairment; inclusive/ inclusivity; screen readers; responsive design; dark mode (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2025:v:13:i:2:p:200-204

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