Accessibility

Write for people first – aim for clarity, structure and quick comprehension. Support users of screen readers and those who skim content.

Subject lines and preheaders

Clear subject lines and preheaders help all users – especially people with cognitive disabilities or using assistive technologies – quickly understand the purpose of your message.

• Be specific and front-load the value: 'Webinar tomorrow: Measuring CX with AI'
• Use the preheader to complement, not repeat, the subject line.

Plain language and short sentences

Plain language reduces cognitive load and improves comprehension for people with diverse literacy levels, learning disabilities, or those reading in a second language.

• Use simple, everyday language and explain jargon or acronyms on first use.
• Prefer active voice: ‘You can reset your password …’
• Break up long paragraphs and keep most sentences under 20 words.

Clear structure

A logical structure with clear headings and lists improves navigation for screen reader users and people with cognitive or vision impairments.

• Use descriptive headings and subheadings (e.g. ‘Product updates’, ‘Upcoming events’).
• Use bullet or numbered lists for key points or steps.
• Place the most important information first (inverted pyramid structure).

Meaningful link text

Links that make sense out of context help screen reader users navigate more easily and avoid confusion.

• Use link text that makes sense out of context: ‘See pricing plans’, not ‘Click here’.
• Differentiate repeated links (e.g. ‘More about Feature A’, ‘More about Feature B’).

Images and text alternatives

Alt text ensures visual content is accessible to people who are blind or have low vision, while visible text supports users who can't access images.

• Provide concise alt text for meaningful images (avoid ‘image of …’).
• Ensure key information (e.g. dates, prices) appears as text, not just in images.

Multimedia and animation

Providing transcripts, captions and summaries ensures users who are Deaf, hard of hearing, blind or neurodivergent can still access the content.

• Link to videos with captions or transcripts and summarise the key messages.
• Don't rely on animation alone to convey meaning.

Predictable actions and options

Predictable, clearly labelled actions support users who rely on screen readers, keyboard navigation or cognitive support tools.

• Be clear about what happens when users click a link or button: ‘Opens a 2-minute demo’.
• Include clear options to unsubscribe or contact support. Use consistent footer formatting.

WCAG-aligned quick reference

Perceivable

Make sure everyone can perceive your content:

• Provide text alternatives for images and other non-text content.
• Use strong colour contrast between text and background.
• Ensure content is usable if images are turned off.
• Support zooming and text reflow without loss of content or function.

Operable

Make content easy to navigate and use:

• Ensure all content works with a keyboard (no mouse needed).
• Use clear focus indicators and accessible link styles.
• Use large, easy-to-tap targets for links and buttons.
• Avoid flashing content that could trigger seizures.

Understandable

Help users understand and interact with content:

• Use a consistent, predictable layout and navigation.
• Write in plain language.
• Provide clear labels, instructions and error messages.

Robust

Ensure compatibility with current and future technologies:

• Use semantic HTML that communicates structure and meaning.
• Test content with screen readers and other assistive technologies.
• Offer a plain-text version where practical.

Sources