{"id":3594,"date":"2025-02-28T17:29:47","date_gmt":"2025-02-28T22:29:47","guid":{"rendered":"https:\/\/www.litmus.com\/blog\/accessibility-vs-inclusion-what-it-takes-to-create-more-inclusive-email-marketing-experiences\/"},"modified":"2025-09-03T14:35:19","modified_gmt":"2025-09-03T18:35:19","slug":"accessibility-vs-inclusion-what-it-takes-to-create-more-inclusive-email-marketing-experiences","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/accessibility-vs-inclusion-what-it-takes-to-create-more-inclusive-email-marketing-experiences","title":{"rendered":"Accessibility vs Inclusion: Why It Matters in Your Emails and Your Marketing"},"content":{"rendered":"<p><span style=\"font-weight: 400;\"><br \/>Imagine getting a heartfelt email in your inbox from the CEO of a major retailer because they\u2019re closing their stores. It\u2019s meant to tug on your heartstrings and build a relationship.<\/span><\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/02\/AvI-Email-Example.png\" alt=\"\" \/><\/div>\n\n<p><span style=\"font-weight: 400;\">But if you\u2019re part of the <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.who.int\/news-room\/fact-sheets\/detail\/disability-and-health#:~:text=An%20estimated%201.3%20billion%20people,than%20for%20those%20without%20disabilities.\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">1.3 billion people worldwide<\/span><\/a><span style=\"font-weight: 400;\">\u201416% of the world\u2019s population\u2014that have some form of disability, then you probably missed out on all of that.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s because, even though this email <\/span><i><span style=\"font-weight: 400;\">looks <\/span><\/i><span style=\"font-weight: 400;\">like it was typed out by the CEO on their laptop, it\u2019s <\/span><i><span style=\"font-weight: 400;\">actually <\/span><\/i><span style=\"font-weight: 400;\">all one image.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That means subscribers with low vision can\u2019t zoom. Subscribers with dyslexia can\u2019t change it to a friendly font. And anyone using a screen reader would find <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-ultimate-guide-to-email-image-blocking\"><span style=\"font-weight: 400;\">alt text<\/span><\/a><span style=\"font-weight: 400;\"> that just said, \u201cShop now at company.com.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s a huge chunk of your audience that\u2019s missing the entire message. As email marketers, we pride ourselves on 1:1 communication. Making sure your message is accessible is table stakes if you want to reach a broader audience. But, even with the most accessible HTML template, there\u2019s still a ton of work to do to take emails to the next level: <\/span><i><span style=\"font-weight: 400;\">c<\/span><\/i><span style=\"font-weight: 400;\">reating truly accessible <\/span><i><span style=\"font-weight: 400;\">and<\/span><\/i><span style=\"font-weight: 400;\"> inclusive email experiences.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this post, we\u2019ll talk through:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"#accessibility-inclusion\"><span style=\"font-weight: 400;\">Accessibility vs. inclusion: what\u2019s the difference?<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"#engagement\"><span style=\"font-weight: 400;\">Increasing email engagement with accessibility and inclusion<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><a rel=\"noopener\" href=\"#inclusive\">Using personalization and segmentation to ensure inclusive marketing<\/a>\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"#design\"><span style=\"font-weight: 400;\">What is required for accessible, inclusive email design<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"#more-accessible\"><span style=\"font-weight: 400;\">How to make your email more accessible<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"#more-inclusive\"><span style=\"font-weight: 400;\">How to make your email more inclusive<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"#examples\"><span style=\"font-weight: 400;\">Real-world examples of accessible and inclusive emails<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"#build\"><span style=\"font-weight: 400;\">Build accessible and inclusive email experiences for everyone<\/span><\/a><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Key takeaways<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Accessibility and inclusion are the foundational elements<\/b><span style=\"font-weight: 400;\"> to emails that perform well with your audience, but they\u2019re not technically the same thing. Accessibility in email refers to the way your email functions with code and design; inclusion in email is about how your message comes across through your design and copy choices.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Make your emails accessible<\/b><span style=\"font-weight: 400;\"> by focusing on mobile-friendly code techniques, high color contrast and alt text, and semantic coding elements.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Make your emails inclusive<\/b><span style=\"font-weight: 400;\"> by using diverse imagery, translation and localization for global audiences, and readable copy.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Creating accessible and inclusive emails is easy <\/b><span style=\"font-weight: 400;\">with <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/accessible-email-made-easy-introducing-accessibility-checks-in-litmus\"><span style=\"font-weight: 400;\">Litmus Accessibility<\/span><\/a><span style=\"font-weight: 400;\"> Testing.\u00a0<\/span><\/li>\n<\/ul>\n<h2><span id=\"accessibility-inclusion\" style=\"font-weight: 400;\">Accessibility vs. inclusion: what\u2019s the difference?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Marketers often use accessibility and inclusion interchangeably. However, they aren\u2019t <\/span><i><span style=\"font-weight: 400;\">exactly <\/span><\/i><span style=\"font-weight: 400;\">the same thing.<\/span><\/p>\n<figure id=\"attachment_108833\" aria-describedby=\"caption-attachment-108833\" style=\"width: 1024px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-108833 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/02\/Designing-Emails-For-All-1024x541.png\" alt=\"Overlapping pie chart showing that accessible design is part of inclusive design which is part of universal design.\" width=\"1024\" height=\"541\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/02\/Designing-Emails-For-All-1024x541.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/02\/Designing-Emails-For-All-300x158.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/02\/Designing-Emails-For-All-768x406.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/02\/Designing-Emails-For-All.png 1250w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption id=\"caption-attachment-108833\" class=\"wp-caption-text\">Source:\u00a0<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/why-businesses-must-embrace-email-accessibility\">From compliance to connection: Why businesses must embrace email accessibility<\/a><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\"><br \/>Generally speaking, accessibility in email marketing is about the logistics and mechanics of building an email campaign. We\u2019re talking the nuts and bolts of how your HTML email appears to folks using assistive technology like screen readers. But it\u2019s more than that.<\/span><\/p>\n<figure class=\"row p-5 my-5 background-light-gray rounded-5\">\n<blockquote class=\"blockquote\">\n<p>\u201cWhen people hear about <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/ultimate-guide-accessible-emails\">email accessibility<\/a>, they tend to jump straight to screen reader users, for example, but that&#8217;s not really accurate. Disabled users include a wide variety of different people, from <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-design-for-colorblindness\">color blindness<\/a> to ADHD to cognitive and physical disabilities. This could also refer to temporary challenges rather than permanent disability, like a broken arm or bright sunlight. So when we say all users, we really do mean all users.\u201d<\/p>\n<\/blockquote><figcaption class=\"blockquote-footer\"><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/sarahjoga\" target=\"_blank\" rel=\"noopener\">Sarah Gallardo<\/a>, Lead Email Developer and Email Accessibility Specialist at Oracle Digital Experience Agency<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">This includes fundamental visual design aspects like color, font, and alt text, but most accessibility improvements are driven by the code underlying every email campaign.<\/span><\/p>\n<p><b>An email is accessible when its content is available to\u2014and functionality can be operated by\u2014anyone, regardless of ability. Someone can\u2019t make a purchase from you if they can\u2019t literally interact with your email because it\u2019s not accessible.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Inclusive design, on the other hand, aims to create emails that embrace the wide range of human differences that subscribers experience. As such, inclusion focuses more on the strategy, content, and overall subscriber experience as opposed to code. The difference between accessibility and inclusion is that the latter is more about your overarching choices you make with your language, imagery, and email strategy.<\/span><\/p>\n<p><b>An email is inclusive if the design and copy embraces the full range of human diversity, with respect to ability, language, culture, gender, age, and other forms of human difference. Someone won\u2019t make a purchase from you if they don\u2019t think you\u2019re selling to them.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">When we\u2019re talking about accessibility and inclusion in your marketing, we\u2019re talking about making sure your audience can actually get your message\u2014and that it resonates with them.<\/span><\/p>\n<figure class=\"row p-5 my-5 background-light-gray rounded-5\">\n<blockquote class=\"blockquote\">\n<p>\u201cThis approach includes people with disabilities, but also different cultural backgrounds. We\u2019re aiming to create experiences that work for everyone, no matter their age, ability, background, or experience. The goal is to ensure that words, designs, and content don&#8217;t unintentionally exclude anyone.\u201d<\/p>\n<\/blockquote>\n<figcaption class=\"blockquote-footer\"><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/lcastady\/\" target=\"_blank\" rel=\"noopener\">Lauren Castady<\/a>, Associative Creative Director at Oracle Digital Experience Agency<\/figcaption>\n<\/figure>\n<p><span style=\"font-weight: 400;\">The goal? A universal design that includes your entire audience no matter their background, sexual orientation, or ability. As email marketers, we\u2019re always going after the \u201cright time, right message, to the right person\u201d trifecta for every email campaign. If you\u2019re skipping accessibility and inclusion, you\u2019re never going to hit that trifecta.<\/span><\/p>\n\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-green rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-12 text-center\">\n\t\t\t\t<p class=\"bold fs-4\">Accessibility made simple<\/p>\n\t\t\t\t<p>Creating accessible emails is no longer optional\u2014it\u2019s required. Learn about accessibility\u2019s impact on brands from two industry experts.<\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a href=\"https:\/\/www.litmus.com\/resources\/why-businesses-must-embrace-email-accessibility\" class=\"text-white text-decoration-none\">Watch now<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"d-none\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/blog-cta-email-guardian-07292024.svg\" width=\"210\" height=\"180\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n\n<h2><span id=\"engagement\" style=\"font-weight: 400;\">How accessible and inclusive marketing increases email engagement\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">So much of both accessibility and inclusion is about making it easier for anyone to interact with content. Accessibility is about removing hurdles for users with varying physical or cognitive disabilities in single email campaigns\u2014but when it comes to inclusion, we should focus on removing hurdles in the signup, content, and unsubscribe process, so that a wider variety of subscribers can happily engage with our brands.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cWe&#8217;re not just making something accessible so we feel good about ourselves,\u201d adds Castady. \u201cAmericans with disabilities collectively have $21 billion per year in disposable income after taxes and necessities. We&#8217;re really focusing on making something accessible because users with disabilities won\u2019t spend that money with the companies that don\u2019t follow these accessible best practices. We see the difference in our performance.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What do we mean by this? When you look at your marketing materials, you want to deliver the best possible email that makes it easy for someone to engage with it. That means:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Favoring simpler, responsive layouts with a clear hierarchy.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Understanding color contrasts and using alt text for imagery.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Adding additional code that makes it easier for screen readers to process your emails.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Including diverse imagery that represents a wider audience.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Translating and localizing content for global audiences.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Editing copy to make it more readable, on-brand, and human.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u201cWe&#8217;re not just making something accessible so we feel good about ourselves,\u201d says Castady. \u201cAmericans with disabilities collectively have $21 billion per year in disposable income after taxes and necessities. We&#8217;re really focusing on making something accessible because users with disabilities won\u2019t spend that money with the companies that don\u2019t follow these accessible best practices. We see the difference in our performance.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019ll talk about all of these best practices in a moment. These practices technically fall under &#8220;accessibility and inclusion,\u201d but they make your email experience easier and better for everyone. The easier you make it, the more likely you\u2019ll see higher engagement rates in replies, clicks, and forwards.<\/span><\/p>\n<h2><span id=\"inclusive\" style=\"font-weight: 400;\">Using personalization and segmentation to ensure inclusive marketing<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Accessibility and inclusion is about respecting people, regardless of how similar or different they are from ourselves. In the context of email, that respect can be shown in the inboxes of your subscribers and your overall email strategy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you personalize your emails, don\u2019t make assumptions about what a person likes or dislikes based on demographic information. These attempts at inclusion invoke stereotypes and immediately ring false to subscribers\u2026 causing them to backfire. (<\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/hbr.org\/2023\/06\/commit-to-the-lgbtq-community-when-hate-is-on-the-rise\"><span style=\"font-weight: 400;\">Like the backlash<\/span><\/a><span style=\"font-weight: 400;\"> to Pride-themed merchandise and campaigns from brands who don\u2019t actually support the LGBTQ+ community.)\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead, use the <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/collect-zero-party-data-through-email\"><span style=\"font-weight: 400;\">zero-party<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/first-party-best-party\"><span style=\"font-weight: 400;\">first-party data<\/span><\/a><span style=\"font-weight: 400;\"> available to you\u2014things like website visits, purchase data, social likes or shares, or stated preferences from your preferences center\u2014to craft your <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/what-is-email-segmentation\"><span style=\"font-weight: 400;\">segmentation<\/span><\/a><span style=\"font-weight: 400;\"> and personalization splits.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But you shouldn\u2019t necessarily segment your accessibility efforts. Any changes you make in your design or coding that benefits colorblind users, for example, will make all your emails better (so remember that you&#8217;re also <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-accessibility-5-tips-for-writing-email-copy-for-everyone\">writing with accessible language<\/a>).<\/span><\/p>\n<figure class=\"row p-5 my-5 background-light-gray rounded-5\">\n<blockquote class=\"blockquote\">\n<p>\u201cIn email marketing, we talk a lot about 1:1 personalization, but true 1:1 communication is impossible if users can&#8217;t access your content.\u201d<\/p>\n<\/blockquote>\n<figcaption class=\"blockquote-footer\"><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/lcastady\/\" target=\"_blank\" rel=\"noopener\">Lauren Castady<\/a>, Associative Creative Director at Oracle Digital Experience Agency<\/figcaption>\n<\/figure>\n\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-green rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Engage with 1:1 experiences<\/p>\n\t\t\t\t<p>Deliver personalized content at scale. Use live polls, dynamic content, and advanced targeting to drive results.\n<\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a href=\"https:\/\/www.litmus.com\/email-personalization\" class=\"text-white text-decoration-none\">Personalize now<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/blog-cta-email-guardian-07292024.svg\" width=\"210\" height=\"180\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n\n<h2><span id=\"design\" style=\"font-weight: 400;\">Accessible vs. inclusive email design: what is required for both?\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Failing to create an inclusive and <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-accessibility-for-designers-8-best-practices-you-should-follow\"><span style=\"font-weight: 400;\">accessible design <\/span><\/a><span style=\"font-weight: 400;\">opens your brand up to serious legal risks. In 2023, there were <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/adasitecompliance.com\/2023-ada-web-accessibility-lawsuit-statistics-full-report\/\"><span style=\"font-weight: 400;\">over 4300 disability lawsuits filed<\/span><\/a><span style=\"font-weight: 400;\"> in the U.S., with 82% of them impacting the ecommerce industry. Accessibility laws are there for a reason, and you have to follow them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIgnoring accessibility isn&#8217;t just a bad user experience. It&#8217;s a legal liability,\u201d says Gallardo. \u201cCompliance isn\u2019t optional.\u201d<\/span><\/p>\n<img decoding=\"async\" class=\"alignnone wp-image-108486 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/01\/Accessibility_WCAG-Governance-1024x568.png\" alt=\"Illustration of WCAG (Web Content Accessibility Guidelines) levels. It shows three levels: Level A (minimum), Level AA (recommended), and Level AAA (highest). Arrows connect the levels to three regions: US\/ADA, EU\/EEA, and CA\/ACA, each marked with their respective flags.\" width=\"1024\" height=\"568\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/01\/Accessibility_WCAG-Governance-1024x568.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/01\/Accessibility_WCAG-Governance-300x167.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/01\/Accessibility_WCAG-Governance-768x426.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/01\/Accessibility_WCAG-Governance-1536x853.png 1536w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/01\/Accessibility_WCAG-Governance.png 1652w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\n<p><span style=\"font-weight: 400;\"><br \/>Like CAN-SPAM or <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/5-things-you-must-know-about-email-consent-under-gdpr\"><span style=\"font-weight: 400;\">General Data Protection Regulation (GDPR)<\/span><\/a><span style=\"font-weight: 400;\">, legal requirements overlap, but vary, depending on where your subscribers are based. If you\u2019re sending emails to anyone in the United States, Canada, or the Europe., there are a variety of Web Content Accessibility Guidelines (WCAG) that govern the functionality of your emails separate from what\u2019s legally required. But it\u2019s not always clear what that actually means when you\u2019re coding an email.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cWhat&#8217;s interesting when you dive into these laws is that they don&#8217;t always give direct step-by-step instructions,\u201d says Gallardo. \u201cAccessibility isn&#8217;t just up to the email builder or the agency. It really is the brand&#8217;s responsibility. And because the brand is the one that&#8217;s accountable, they really need to make sure that accessibility is done right, meeting both the ethical accessibility standards and the legal requirements. That&#8217;s why having a clear strategy is essential.\u201d<\/span><\/p>\n<h2><span id=\"more-accessible\" style=\"font-weight: 400;\">How to make your next email more accessible<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">To make your <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/ultimate-guide-accessible-emails\"><span style=\"font-weight: 400;\">emails more accessible<\/span><\/a><span style=\"font-weight: 400;\">, pay attention to your visual choices and how you&#8217;re <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/7-simple-tricks-to-make-your-email-code-more-accessible\">coding for accessibility<\/a>. This may take a few extra steps, but it\u2019s worth it to make sure everyone in your audience can actually read and click your email message. Here\u2019s how:<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Use mobile-friendly coding techniques<\/span><\/h3>\n<figure id=\"attachment_108834\" aria-describedby=\"caption-attachment-108834\" style=\"width: 1024px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-108834 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/02\/Flexible-Design-1024x550.png\" alt=\"Visual and coding email layouts shown on two phones to demonstrate how the copy and images will display.\" width=\"1024\" height=\"550\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/02\/Flexible-Design-1024x550.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/02\/Flexible-Design-300x161.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/02\/Flexible-Design-768x412.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/02\/Flexible-Design.png 1250w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption id=\"caption-attachment-108834\" class=\"wp-caption-text\">There\u2019s a big difference between clickable and tappable with mobile audiences.<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\"><br \/>Accessibility starts with reaching your audience no matter what device they\u2019re using to read your email. Making your email accessible to mobile users looks like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Responsive coding or media queries<\/b><span style=\"font-weight: 400;\"> that seamlessly turns your email from desktop to mobile based on the size of your subscriber\u2019s screen<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/a-guide-to-bulletproof-buttons-in-email-design\"><b>Bulletproof buttons<\/b><\/a><b> that are large enough to be tapped <\/b><span style=\"font-weight: 400;\">by thumbs and fingers on mobile devices\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Increasing the minimum font size from 14 to 16 pixels<\/b><span style=\"font-weight: 400;\"> on smaller devices to help users read your email<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Let\u2019s looks at this through the lens of call-to-action (CTA) buttons. \u201cWith those CTAs, we really wanna make sure that that entire button CTA, is clickable so that no matter where someone clicks inside that CTA, they can activate that link,\u201d recommends Castady. \u201cYou want to do that without using VML. So we&#8217;re going to use a padding or a border style button to make sure that we&#8217;re really fleshing out that entire space so it&#8217;s clickable.\u201d<\/span><\/p>\n<figure id=\"attachment_108836\" aria-describedby=\"caption-attachment-108836\" style=\"width: 1024px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-108836 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/02\/Accessible-CTAs-1024x795.png\" alt=\"Good versus bad CTAs for accessibility. The good CTA reads &quot;view our catalog.&quot; The bad CTAs read click here, read our catalog, and view our catalog. They also show good color contrast and why VML is bad.\" width=\"1024\" height=\"795\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/02\/Accessible-CTAs-1024x795.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/02\/Accessible-CTAs-300x233.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/02\/Accessible-CTAs-768x596.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/02\/Accessible-CTAs.png 1164w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption id=\"caption-attachment-108836\" class=\"wp-caption-text\">Before-and-after CTA buttons that meet accessibility guidelines.<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\"><br \/>Optimizing your emails for mobile is an accessible move, but it\u2019s also good for business. It\u2019s no secret that email campaigns must be mobile-friendly if you want to perform well. In fact, <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/go.meetmarigold.com\/2024-global-consumer-trends-index-plus-mg\"><span style=\"font-weight: 400;\">38% of consumers<\/span><\/a><span style=\"font-weight: 400;\"> have bought something from an email on mobile in the last year.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">2. Pay attention to your visual designs<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A common accessibility mistake that we see in our <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-testing\"><span style=\"font-weight: 400;\">Accessibility Checker<\/span><\/a><span style=\"font-weight: 400;\">? Using images in a way that makes emails impossible to \u201csee\u201d via screen readers or with images-off. Any email design should be thoughtful about:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>A high color contrast<\/b><span style=\"font-weight: 400;\"> between your text and the background color that meet the WCAG contrast ratio guidelines for <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-design-for-colorblindness\"><span style=\"font-weight: 400;\">colorblindness<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Adding identifiers with text or arrows <\/b><span style=\"font-weight: 400;\">next to headlines and CTAs if you\u2019re using the same color text<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Alt tags on every image <\/b><span style=\"font-weight: 400;\">for <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/special-characters-emojis-line-breaks-more-tricks-for-optimizing-your-emails-for-screen-readers\"><span style=\"font-weight: 400;\">screen reader accessibility<\/span><\/a><span style=\"font-weight: 400;\"> that actually describe what the image is, instead of something generic like \u201capp store\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Coding your email<\/b><span style=\"font-weight: 400;\"> rather than sending an all-image one\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u201cAs a designer, I\u2019m often surprised what doesn\u2019t pass the color contrast checks. I can\u2019t tell you how many times I\u2019ve had to say no to pretty designs, but something that\u2019s pretty just won\u2019t always pass,\u201d says Castardy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Plus, these techniques make your email look better for all of your subscribers, not just those with visual impairments like color blindness.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3. Add semantic elements in your code\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Adding semantic elements to your code adheres to <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/7-simple-tricks-to-make-your-email-code-more-accessible\"><span style=\"font-weight: 400;\">accessibility coding standards<\/span><\/a><span style=\"font-weight: 400;\"> by clarifying the hierarchy of content so that someone with a screen reader can \u201cscan\u201d through an email by header and deliver better audio descriptions. You can do this by using &lt;p&gt; and &lt;h&gt; tags. These are supported in every email client, so it\u2019s a good place to start making your email more accessible.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Margins around text wrapped in either of these tags can be tricky. Use this code to control that whitespace:<\/span><\/p>\n\n\n<pre class=\"wp-block-syntaxhighlighter-code\">&lt;h1 style=\u201dmso-line-height-rule:exactly; margin:0; font-size:24px; line-height:28px;\u201d>This is a title in an email&lt;\/h1>\n&lt;p style=\u201dmargin:0; font-size:14px; line-height:18px;\u201d>And this is the paragraph&lt;\/p><\/pre>\n\n\n\n\n\t<div id=\"simple-text-block-block_b6df20d110697b5a4110af693343a990\" class=\"block-simple-text-block alignfull bg-texture \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p><span style=\"font-weight: 400;\">For semantic elements, use margin, not padding, as the padding attribute isn\u2019t supported on these elements everywhere.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cI\u2019ve seen this in a lot of my audits, that clients will have paragraphs of text separated by line breaks instead of separate paragraph tags, or they\u2019ll stuff them inside divs or table cells,\u201d says Gallardo. \u201cYou want to make sure that your body copy is separated by those &lt;p&gt; tags.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To help screen readers understand the difference between &lt;table&gt; elements that hold content and those that are purely for design, use role=\u201dpresentation\u201d on each table that holds content the subscriber needs to read. But use them sparingly. Adds Gallardo, \u201cYou want to build an email with the least amount of tables possible so that everyone can interact with it easily.\u201d<\/span><\/p>\n<h2><span id=\"more-inclusive\" style=\"font-weight: 400;\">How to make your next email more inclusive<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">It\u2019s easy to write and design for yourself or people like you. But it\u2019s so much harder to write and design for people who are different than you. Embracing and representing those different experiences is the key to creating more inclusive email programs.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Use diverse imagery that reflects the demographics of your audience<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Whether you use stock photography or shoot your own photo campaigns for your products and services, be aware of what kind of imagery you choose, and whether or not that reflects the cultural diversity of your audience. For example, if you\u2019re sending a retirement campaign, but all of your models are in their \u201820s and \u201830s\u2026 that\u2019s not going to resonate with the target audience, and it\u2019s not particularly inclusive. When you\u2019re choosing your imagery, include a diverse mix of models and locations for your email campaign.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">2. Translate and localize content when sending to a global audience<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">If you\u2019re sending emails to specific segments based on location, you should be translating that content as a first step. But a lot of translations don\u2019t take into account local idioms, customs, and norms. This includes your copy, but also your design: For example, the color white in the U.S. is often reserved for brides. But in India, it\u2019s reserved for funerals. That\u2019s a <\/span><i><span style=\"font-weight: 400;\">very <\/span><\/i><span style=\"font-weight: 400;\">different message you could be sending!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using online services and computers to translate content can be quick and cost-effective, but without the help of local, native speakers, we run the risk of sending an email that can be confusing and funny on one hand or offensive and dangerous on the other. By localizing content, we take into account the cultural differences between different groups of subscribers and adapt the copy, visuals, and design of an email to best include them.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3. Make your email copy inclusive and readable for everyone<\/span><\/h3>\n<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-accessibility-5-tips-for-writing-email-copy-for-everyone\"><span style=\"font-weight: 400;\">Writing for accessibility <\/span><\/a><span style=\"font-weight: 400;\">and inclusion doesn\u2019t mean it\u2019s so broad that it becomes boring to read. It means making your email readable and engaging that resonates with a range of perspectives. That starts with a scannable layout that maximizes headers, negative space, and easy-to-see formatting.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cGiven the diverse backgrounds of your audience, use clear, simple language, state the purpose of your email upfront, avoid vague phrasing, and keep the content concise,\u201d says Castardy. \u201cPhrases like \u2018act now\u2019 don&#8217;t tell the customer what the deal actually is. And \u2018click here\u2019 isn&#8217;t helpful for screen readers because it won\u2019t give you the discount or the deadline for a promotion.\u201d<\/span><\/p>\n<figure id=\"attachment_108837\" aria-describedby=\"caption-attachment-108837\" style=\"width: 1024px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-108837 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/02\/Inclusive-Copy-1024x511.png\" alt=\"Two examples of email copy, one that's accessible and one that is not. The non-accessible copy uses a cta that says &quot;click here&quot; with a non descriptive header that says &quot;act now.&quot;\" width=\"1024\" height=\"511\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/02\/Inclusive-Copy-1024x511.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/02\/Inclusive-Copy-300x150.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/02\/Inclusive-Copy-768x383.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/02\/Inclusive-Copy.png 1246w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption id=\"caption-attachment-108837\" class=\"wp-caption-text\">The differences are subtle between these two examples, but the second one (on the right) is much more clear.<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\"><br \/>\nThen, <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-does-your-email-sound\"><span style=\"font-weight: 400;\">read your emails aloud<\/span><\/a><span style=\"font-weight: 400;\"> with your marketing team. Think about writing how you speak\u2014in your brand voice, of course, but with sentences that flow easily and feel like someone would actually say them. If you\u2019re not sure, run your copy through the <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/support.office.com\/en-us\/article\/Test-your-document-s-readability-0adc0e9a-b3fb-4bde-85f4-c9e88926c6aa\"><span style=\"font-weight: 400;\">Flesch-Kincaid Reading Ease test<\/span><\/a><span style=\"font-weight: 400;\">, which rates your writing on a scale of 0-100. Aim for a score of 60-70 (8th grade) as a best practice.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The quickest way to sour a budding relationship between your brand and a potential customer is to use offensive or outdated language. Avoid slang, jargon, or regional words unless they\u2019re super relevant to your entire audience. And think twice about whether or not that joke or pop culture reference actually hits\u2026 or is just the bad kind of viral moment waiting to happen.<\/span><\/p>\n\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-green rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-12 text-center\">\n\t\t\t\t<p class=\"bold fs-4\">Create emails that everyone can experience<\/p>\n\t\t\t\t<p>Maximize your email\u2019s impact by designing accessible content for all. Accessibility checks are always at your fingertips with Litmus.<\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-builder\" class=\"text-white text-decoration-none\">Build Accessible Emails<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"d-none\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/blog-cta-email-guardian-07292024.svg\" width=\"210\" height=\"180\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n\n<h2><span id=\"examples\" style=\"font-weight: 400;\">3 real-world examples of accessible and inclusive email marketing<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Accessible, inclusive email marketing, done right, is difficult to spot. That\u2019s because it\u2019s what it *should* be, so more often, brands that fail to create an accessible or inclusive experience are the ones that stand out.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Giving subscribers the option to opt-in to holiday emails<\/span><\/h3>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/02\/yellow-bird.png\" alt=\"\" \/><\/div>\n\n<p><span style=\"font-weight: 400;\">We\u2019ve all seen the kind of email above\u2014and you may have sent a few, yourself. The idea here for an inclusive campaign is sound. You want to signal your empathy around holidays with more complicated feelings, like Mother\u2019s Day or Father\u2019s Day, by giving them the <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/a-case-against-the-holiday-opt-out-email\"><span style=\"font-weight: 400;\">chance to opt out<\/span><\/a><span style=\"font-weight: 400;\">. But this kind of email isn\u2019t truly inclusive, because it draws attention to the holiday (the opposite of your intention) and honestly, it\u2019s very tricky segmentation to get right.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Rather than offering an opt-out link, <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-preferences-center-best-practices\/\"><span style=\"font-weight: 400;\">use your email preference center<\/span><\/a><span style=\"font-weight: 400;\"> to give your audience the opportunity to allow subscribers to choose which holidays they want to hear about. Better yet, look at your overall email marketing strategy. Does your brand need a Mother\u2019s Day email? Understand who your audience is, what they want, and choose seasonal campaigns that will bring all of that together.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">2. Retro style with digital accessibility\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">To honor the 50th anniversary of email in 2021, we pulled off a retro nightmare of an email\u2014scrolling text, gaudy graphics, a hit counter, and of course, Comic Sans font. Depending on who you ask, <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-make-the-worlds-worst-or-best-email-accessible\"><span style=\"font-weight: 400;\">it\u2019s the best email we\u2019ve ever sent. Or the worst.<\/span><\/a>\n<p><script type=\"text\/javascript\" src=\"https:\/\/litmus.com\/builder\/embed\/v1.js\" class=\"builder-embed\" data-token=\"268e46c\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">One thing we made sure of with this email, though, is to bring these retro stylings into the 21st century with a few accessibility changes. That means even though we used to build emails like this in Photoshop, we went for HTML and CSS, with semantic markup and a responsive design that included alt text and fallbacks for our <\/span><a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/a-guide-to-animated-gifs-in-email\"><span style=\"font-weight: 400;\">animated GIFs<\/span><\/a><span style=\"font-weight: 400;\"> and very \u201890s imagery.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3. A creative coding solution for more accessible emails<\/span><\/h3>\n<p><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/beyondtheenvelope.co.uk\/type-e.php\"><span style=\"font-weight: 400;\">Type E\u2019s newsletter<\/span><\/a><span style=\"font-weight: 400;\"> uses an interactive progressive enhancement so subscribers can choose their own standard or large text size. Email developer <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/paulairy\/\"><span style=\"font-weight: 400;\">Paul Airy<\/span><\/a><span style=\"font-weight: 400;\"> also included an option\u2013driven by an opt-in\u2014where the subscriber can choose to display the email with tinted backgrounds if they suffer from certain disabilities.<\/span><\/p>\n<img decoding=\"async\" class=\"alignnone wp-image-108788 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/02\/Accessibility-Switcher.png\" alt=\"Litmus accessibility switcher options &quot;enlarged text&quot; and &quot;coloured backgrounds&quot;\" width=\"442\" height=\"210\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/02\/Accessibility-Switcher.png 442w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/02\/Accessibility-Switcher-300x143.png 300w\" sizes=\"(max-width: 442px) 100vw, 442px\" \/>\n<p><span style=\"font-weight: 400;\"><br \/>\nThis <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-create-an-accessibility-switcher-in-email\"><span style=\"font-weight: 400;\">Accessibility Switcher<\/span><\/a><span style=\"font-weight: 400;\">\u2122<\/span><span style=\"font-weight: 400;\"> allows users to choose exactly how they get to experience their email. More control = a more personalized experience. That\u2019s a win-win for your subscribers (and as email geeks, it\u2019s always cool to see creative techniques like this in the wild.)<\/span><\/p>\n<h2><span id=\"build\" style=\"font-weight: 400;\">Build an accessible and inclusive email marketing experience for everyone\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">We all know that creating great email campaigns is complicated enough as it is.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Litmus\u2019 Accessibility Checker (our own <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/accessible-email-made-easy-introducing-accessibility-checks-in-litmus\" target=\"_blank\">email accessibility checker<\/a>!), built directly into <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-builder\"><span style=\"font-weight: 400;\">Litmus Builder<\/span><\/a><span style=\"font-weight: 400;\"> and Litmus Previews, gives you visibility into important accessibility guidelines to meet the needs of the disabled community without needing to actually dive into the code for yourself\u2014because who has time for that?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These are available in every single Litmus plan because we believe that creating more accessible, inclusive emails is an important part of making email marketing better for everyone.<\/span><\/p>\n\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-green rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-12 text-center\">\n\t\t\t\t<p class=\"bold fs-4\">Start making a difference today<\/p>\n\t\t\t\t<p>Maximize your email\u2019s impact with Litmus to ensure accessibility and inclusivity for all subscribers \u2014 no matter their abilities.<\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-testing\" class=\"text-white text-decoration-none\">Create Inclusive Emails<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"d-none\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/blog-cta-email-guardian-07292024.svg\" width=\"210\" height=\"180\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Learn how to create email marketing experiences that engage all audiences. Discover best practices for design, coding, and content.<\/p>\n","protected":false},"author":3,"featured_media":108671,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[520],"blog_category":[53],"class_list":["post-3594","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-email-accessibility","blog_category-tips-resources"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Accessibility vs Inclusion: Marketing Experiences for All - Litmus<\/title>\n<meta name=\"description\" content=\"Learn how to create accessible and inclusive marketing experiences that engage all audiences. Discover best practices for email, design, and content.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.litmus.com\/blog\/accessibility-vs-inclusion-what-it-takes-to-create-more-inclusive-email-marketing-experiences\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Accessibility vs Inclusion: Why It Matters in Your Emails and Your Marketing\" \/>\n<meta property=\"og:description\" content=\"Learn how to create accessible and inclusive marketing experiences that engage all audiences. 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