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There is a misunderstanding of implementation Email accessibility It’s very difficult. Many marketers think you need a coding background to make your email more inclusive.
The code behind emails plays a big role in accessibility, but that’s not the only factor. In many cases, revisiting email copy can greatly improve the subscriber’s experience.
Make sure your copy is readable and easy to understand and can make your email campaigns more accessible. With these 9 tips, you can achieve it!
Table of contents:
What to write in accessible language?
Accessible language is a form of communication using words that can attract a wide variety of audiences, including people with disabilities, non-local speakers, or limited literacy rates. For example, it includes people with disabilities (such as visual impairment) as well as people with different language needs or reading abilities.
When writing in accessible language, this means writing in an easy to understand way regardless of their ability, background or level of education. Essentially, it removes barriers to ensure that a broad audience can understand what is conveyed, regardless of its ability or situation.
Techniques for writing in accessible languages
There are several ways to help inclusive writing, many of which share overlap. These include:
This brings us to the next topic: Best Practices for Accessible Writing.
Accessibility makes it simple
Creating accessible emails is no longer optional, and this is required. Learn about the impact of accessibility on the brands of two industry experts.
9 Best Practices for Writing in Accessible Languages
1. Keep copying simple.
It’s easy to fill in as many copies and content as possible in an email. But there are many reasons why shorter, more concise copies are desirable.
Our research Found on average, subscriber spending Read email in just 8.97 seconds. If adults can read 238 words per minuteThen The ideal copy in an email is only 36 words in length.
But it’s not just about paying attention. Many people suffer from cognitive impairment, which makes reading difficult. Everything from traumatic brain injury and dementia to dyslexia can affect a person’s reading ability. Longer texts usually make the problem worse.
2. Use shorter sentences.
Long and complex sentences can make you Copy of email It’s hard to read. Short sentences are easier to understand, allowing your audience to focus on the content.
Aim at the targets of 20 words or less for each sentence, and divide the longer sentence into two, whenever possible.
3. Limit your use of jargon and difficult words.
The same is true for a single word: shorter ones are better. Longer words are difficult to absorb and require more readers to focus. If possible, replace complex words with simpler, shorter synonyms.
4. Define complex terms, abbreviations, and acronyms.
Sometimes, professional terms must be used. For clarity, consider writing a definition in your email or linking to a glossary. The same is true for abbreviations and abbreviations.
For example, in Litmus, we write Emails about email marketing– A field full of acronyms. We host Personalized Email Glossary and Email delivery vocabulary On our website, it is easy to quote if we use industry-specific terms in our emails.
5. Create a strong content hierarchy.
Which is easier to read: blocks of continuous text, or blocks of text separated by partially?
Many find it difficult to read long and unified text blocks – especially for those with cognitive and situational disorders. This is where the hierarchy is: it is creating visual differences, thus enhancing importance. This can help readers spend quickly and understand the content of emails.
The visual hierarchy may be Email Designbut it starts with your content and copywriting. Strong headlines and well-structured paragraphs create a clear content hierarchy that makes it easier for subscribers to scan and interact with your messages.
