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Inclusive Email Marketing

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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. #Emailing2020 @RodriguezCommaJ Inclusive Email Marketing Making Emails for Everybody, from

    Strategy to Design
  2. #Emailing2020 @RodriguezCommaJ Jason Rodriguez Community & Product Evangelist, Litmus Author

    of Modern HTML Email and The Better Email
  3. #Emailing2020 @RodriguezCommaJ 1. What is accessibility? 2. What is inclusion?

  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.
  5. #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.
  6. #Emailing2020 @RodriguezCommaJ Accessibility Tactics and functionality.

  7. #Emailing2020 @RodriguezCommaJ Inclusion Strategy and content.

  8. #Emailing2020 @RodriguezCommaJ Accessibility Inclusion

  9. #Emailing2020 @RodriguezCommaJ

  10. #Emailing2020 @RodriguezCommaJ Why worry about either in email marketing?

  11. #Emailing2020 @RodriguezCommaJ 285 Million Low Vision Users 39 million of

    which are blind
  12. #Emailing2020 @RodriguezCommaJ 8% Color Blindness in Men 0.5% in Women

  13. #Emailing2020 @RodriguezCommaJ Hearing Speech Deaf Ear Infection Loud Noises Non-Verbal

    Throat Infection Heavy Accent
  14. #Emailing2020 @RodriguezCommaJ Touch Sight One Arm Broken Arm New Parent

    Blind Cataracts Driving
  15. #Emailing2020 @RodriguezCommaJ TAB Temporarily Able Bodied

  16. #Emailing2020 @RodriguezCommaJ

  17. #Emailing2020 @RodriguezCommaJ

  18. #Emailing2020 @RodriguezCommaJ 1. How do we make accessible emails? 2.

    How do we make inclusive emails?
  19. #Emailing2020 @RodriguezCommaJ Accessibility in Email

  20. #Emailing2020 @RodriguezCommaJ Technical Accessibility

  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>
  22. #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>
  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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  26. #Emailing2020 @RodriguezCommaJ Technical Accessibility 1. Use the ARIA role attribute

    on tables 2. Use semantic markup 3. Use proper alternative text
  27. #Emailing2020 @RodriguezCommaJ Accessible Design

  28. #Emailing2020 @RodriguezCommaJ Type The foundation of every email campaign.

  29. @RodriguezCommaJ True Text Using live HTML text over image-based text.

  30. @RodriguezCommaJ True Text Keeps email readable even when images are

  31. #Emailing2020 @RodriguezCommaJ Contrast The state of being strikingly different from

    something else in juxtaposition or close association.
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  34. #Emailing2020 @RodriguezCommaJ Hierarchy An arrangement of things according to their

    relative importance.
  35. #Emailing2020 Readability • Font size and style • Line length

    and spacing • Alignment
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  39. #Emailing2020 @RodriguezCommaJ Links • Make them look like links •

    Avoid link clusters • Use bulletproof buttons
  40. #Emailing2020 @RodriguezCommaJ Layout • Responsive emails! • Simple layouts •

    Easy to update
  41. #Emailing2020 @RodriguezCommaJ Creating Inclusive Email Experiences

  42. #Emailing2020 @RodriguezCommaJ Content • Simpler text • Localization • Diverse

  43. #Emailing2020 @RodriguezCommaJ 50 Milliseconds To Make an Impression

  44. #Emailing2020 @RodriguezCommaJ 11.1 Seconds Average Email Attention Span

  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.
  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.
  47. #Emailing2020 @RodriguezCommaJ Simpler Text Shorter and more readable, with less

    jargon and a human voice.
  48. #Emailing2020 @RodriguezCommaJ Localization Translate for specific audiences, but localize to

    include those audiences.
  49. #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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  52. #Emailing2020 @RodriguezCommaJ Strategy • Consent and Privacy • Respect for

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  55. #Emailing2020 @RodriguezCommaJ Consent Explicitly ask for permission to email people.

    Use double opt-in when needed.
  56. #Emailing2020 @RodriguezCommaJ - GDPR Silence, pre-ticked boxes or inactivity should

    not constitute consent.
  57. #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.
  58. #Emailing2020 @RodriguezCommaJ Respect Think of subscribers as people (because they

    are), not as just another row in a database.
  59. #Emailing2020 @RodriguezCommaJ

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  61. #Emailing2020 @RodriguezCommaJ 3.6x Increase In-Store Traffic Post-Campaign

  62. #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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  64. #Emailing2020 @RodriguezCommaJ $6.38 Billion Increase in Company Value Post-Ad

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  67. #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.
  68. #Emailing2020 @RodriguezCommaJ

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  70. #Emailing2020 @RodriguezCommaJ Thank You! rodriguezcommaj.com/speaking/emailing2020