Inclusive Email Marketing

5e6805ca1cd7538ad32437cdb7fc1221?s=47 RodriguezCommaJ
October 04, 2018

Inclusive Email Marketing

The world's population is changing and email needs to change with it. As an aging population requires more accessible emails, a younger generation demands marketing campaigns that take into account their preferences, feelings, complex cultural identities, and varying abilities. More than ever, email marketing campaigns need to be one thing: inclusive.

But what does an inclusive email marketing program look like? Join Jason Rodriguez, Community and Product Evangelist at Litmus, as he breaks down inclusive email marketing. Learn how to plan, write, design, and build email campaigns for everyone, regardless of age, race, gender, politics, or abilities.



October 04, 2018


  1. 4.

    #Emailing2020 @RodriguezCommaJ Accessibility When a site (or email) is accessible,

    we mean that the site's content is available, and its functionality can be operated, by literally anyone.
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    #Emailing2020 @RodriguezCommaJ Inclusion Design that considers the full range of

    human diversity with respect to ability, language, culture, gender, age and other forms of human difference.
  3. 21.

    #Emailing2020 @RodriguezCommaJ Accessible Tables Use ARIA attributes to hide tables

    from screen readers. role=“presentation” <table border=“0” cellpadding=“0” cellspacing=“0” role=“presentation”> <tr> <td> CONTENT </td> </tr> </table>
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    #Emailing2020 @RodriguezCommaJ Semantic Markup Use proper markup to provide additional

    context for email content. <h1>This is a level 1 heading</h1> <h2>This is a level 2 heading</h2> <h3>This is a level 3 heading</h3> <p>This is a paragraph of text. It has multiple sentences. As paragraphs do.</p> <em>This is emphasized text.</em> <strong>This is bold text.</strong>
  5. 23.

    #Emailing2020 @RodriguezCommaJ Alternative Text Context for missing images and screen

    readers. Use empty ALT attributes for decorative images. <img src=“sale.jpg” alt=“Save 20% during our Spring Sale. Save today.”> <img src=“icon.png” alt=“”>
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    #Emailing2020 @RodriguezCommaJ Technical Accessibility 1. Use the ARIA role attribute

    on tables 2. Use semantic markup 3. Use proper alternative text
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    #Emailing2020 @RodriguezCommaJ Contrast The state of being strikingly different from

    something else in juxtaposition or close association.
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    #Emailing2020 @RodriguezCommaJ Links • Make them look like links •

    Avoid link clusters • Use bulletproof buttons
  16. 45.

    #Emailing2020 @RodriguezCommaJ - Tom Tate, AWeber The average adult reader

    can read 250 to 300 words per minute. If the average reading time for an email is 11 seconds, then the ideal length of an email is around 50 words.
  17. 46.

    #Emailing2020 @RodriguezCommaJ - The W3C Working Group There are people

    with disabilities, including reading disabilities, even among highly educated users with specialized knowledge of the subject matter. It may be possible to accommodate these users by making the text more readable.
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    #Emailing2020 @RodriguezCommaJ Diversity The world’s a big place and you

    have a lot of different subscribers. Your emails should reflect that.
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    #Emailing2020 @RodriguezCommaJ - GDPR The data subject shall have the

    right to withdraw his or her consent at any time. (…) It shall be as easy to withdraw as to give consent.
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    #Emailing2020 @RodriguezCommaJ - Ad Age The reality is that when

    brands operate with empathy and use it to fuel every decision, action, message, product, service and experience, they are both more agile and more successful.
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    #Emailing2020 @RodriguezCommaJ - Mischa Andrews Some creators treat accessibility as

    a barrier to innovation because it requires foresight and time and testing. That kind of thinking is an excuse for avoiding good work. Think about it this way: accessibility provides options, and options lead to innovation. Accessibility isn’t a barrier — it’s what removes them. It frees us from one path and gives us many.