E-mail deliverability update: Making e-mail accessibility accessible
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.
The full article is available to subscribers to the journal.
Author's Biography
Guy Hanson is a passionate advocate for intelligent use of customer data to drive responsive sales and marketing programmes. He is a former chair of the Data and Marketing Association’s e-mail council, and led production of the council’s research.
