{"id":23643,"date":"2025-05-29T10:33:17","date_gmt":"2025-05-29T10:33:17","guid":{"rendered":"https:\/\/www.hustlermarketing.com\/?p=23643"},"modified":"2025-05-29T13:24:57","modified_gmt":"2025-05-29T13:24:57","slug":"email-accessibility-the-european-accessibility-act-what-you-need-to-know","status":"publish","type":"post","link":"https:\/\/www.hustlermarketing.com\/blog\/email-accessibility-the-european-accessibility-act-what-you-need-to-know\/","title":{"rendered":"Email Accessibility & The European Accessibility Act: What You Need to Know"},"content":{"rendered":"

Starting 28 June 2025, the European Accessibility Act<\/a> (EAA) will come into effect. It’s a sweeping piece of legislation designed to ensure digital accessibility across a range of products and services in the EU: including, yes, your eCommerce email campaigns and email automation flows<\/a>.<\/p>\n

If you’re running an eCommerce brand in Europe or selling to EU customers, this isn’t a “nice to have” update. It’s actually a legal necessity.<\/p>\n

So, what does this all mean for email marketers?<\/p>\n

Defining the European Accessibility Act<\/h2>\n

The EAA mandates that key digital services must be accessible to people with disabilities. The deadline for compliance is 28 June 2025. This includes websites, mobile apps, e-readers, and electronic communications like marketing emails.<\/p>\n

That means your email marketing channel needs to comply in order to avoid penalties. Email marketers are now responsible (even more than they were before), for ensuring every campaign they send is accessible. And accessible doesn’t just mean mobile-friendly. It means every email must be usable by people with visual, cognitive or physical impairments.<\/p>\n

Email Accessibility 101: What Does an Accessible Email Actually Look Like?<\/h2>\n

Here are 5 important standards every email needs to pass in order to be accessible in terms of the European Accessibility Act.<\/p>\n

1: The Text is Readable<\/h3>\n

Use clear language, short paragraphs, and logical formatting. Your email should be easy to scan and understand for as many people as possible.<\/p>\n

2: The Images Have Alt Text<\/h3>\n

Every image should have a descriptive alt tag. This ensures screen readers can interpret your content for visually impaired users.<\/p>\n

3: The Colors Are High Contrast<\/h3>\n

Make sure your text has sufficient contrast against its background. This helps users with low vision or color blindness to navigate the email.<\/p>\n

4: The Semantic HTML Structure is Sound<\/h3>\n

Use proper HTML tags like headings, paragraphs and lists to give your content structure. This helps assistive tech to interpret your emails correctly.<\/p>\n

5: It’s Easy to Navigate by Keyboard<\/h3>\n

Interactive elements like buttons and links should be easy to access using a keyboard alone. This is critical for users who don’t use a mouse or touch screen.<\/p>\n

For Hustler Marketing Clients, Email Accessibility is Baked Into Every Template<\/h2>\n

Accessibility is already baked into our email design process<\/a>. That commitment includes all the creative processes that go into a high-converting email, from initial strategy to A\/B testing.<\/p>\n

But with the new rules coming into effect this month, we’re raising the bar even further, across all of our teams.<\/p>\n

Email Copywriting<\/h3>\n