How to Create Accessible Emails in Mapp Engage (and Beyond)

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Introduction

Creating accessible digital content is becoming increasingly important – not only from a legal perspective, but also as a best practice for effective communication. Many countries are introducing regulations that require digital content to be accessible to all users. In the European Union, for example, the European Accessibility Act (EAA) sets out mandatory requirements for certain businesses. Similar laws exist or are emerging in other regions.

This article focuses on how to apply basic accessibility principles when working with Mapp Engage – especially when creating emails. Some of the recommendations also apply to other formats such as landing pages or web push notifications.

Note

This article offers general guidance and practical tips. It does not constitute legal advice. Mapp provides tools and features that support accessible content creation, but the responsibility for legal compliance lies with you as the content creator or organization using the platform. Regulations may vary by country and are subject to change.

If you’re working with developers or using custom HTML content in Mapp Engage (e.g. templates, code snippets, or content blocks), please refer to our separate guide on How to Build Accessible Content in Engage (for Developers).

Why Accessibility Matters – From Compliance to Impact

Designing content with accessibility in mind helps ensure that all recipients can access and understand your messages – including people with visual, motor, cognitive, or hearing impairments.

Accessible design also improves the overall user experience for everyone. For example:

  • Clear structure and readable text support faster scanning and better comprehension.

  • High contrast and descriptive links make emails easier to read – especially on mobile or in poor lighting conditions.

  • Accessible emails can improve engagement and reach wider audiences, potentially resulting in better performance metrics (such as open or conversion rates).

In short: accessibility helps you meet legal requirements and create more effective communication at the same time.

Step-by-Step: Creating Accessible Emails

  • Add alternative text to images

    Include a brief alt text for each meaningful image so that screen readers can convey the content to users who cannot see it.

    Use empty alt text (alt="") for decorative images to avoid unnecessary announcements.

  • Use clear structure with headings and lists

    Organize your content using real headings (e.g. Heading 1, Heading 2) and proper lists instead of just bolding text or typing dashes. This improves navigation and readability – for everyone.

  • Ensure sufficient color contrast

    Make sure there is enough contrast between text and background colors. A ratio of at least 4.5:1 is recommended. Avoid using color as the only way to convey meaning.
    Some email clients may display your message in Dark Mode, inverting colors automatically. Make sure that text remains readable and logos don’t disappear against dark backgrounds. Testing in Dark Mode is recommended.

  • Write descriptive link text

    Avoid generic phrases like “Click here.” Instead, use text that explains the purpose of the link (e.g. “Download the product brochure”).
    Ensure that all links and buttons can be reached and activated using the keyboard (e.g. by tabbing). This supports users with motor impairments and improves usability overall.

  • Use readable fonts and appropriate text sizes

    Choose clean, sans-serif fonts and avoid very small or overly light text. A body text size of at least 14 px is recommended.

  • Keep language clear and simple

    Use plain language and avoid complex sentence structures. Spell out abbreviations when they first appear.
    If your message is in a language other than English, ensure that the correct lang attribute is set in the HTML. This allows screen readers to pronounce the content correctly.

  • Use ALT text for images

    Provide concise, descriptive ALT text for images that convey information. ALT text ensures that recipients using screen readers or email clients that block images can still understand the purpose of the content.

    ALT text should describe the image in context, remain relevant to the message, and avoid unnecessary detail. Decorative images should not include descriptive ALT text.

  • Avoid flashing or autoplay content

    Do not include animations that flash rapidly or play automatically, as these can be distracting or cause discomfort for some users.

Other Formats: What Else to Consider

Landing pages and forms

  • Ensure all elements are keyboard-accessible.

  • Label input fields clearly.

  • Maintain a logical reading and tab order.

Web push notifications

  • Use clear and concise language.

  • Make sure action buttons are descriptive.

  • Do not rely on color alone to indicate meaning.

Tools to Support Accessibility

While automated tools can’t guarantee full compliance, they are useful for identifying common accessibility issues:

Tip

Try navigating your email using only the keyboard or a screen reader. This gives helpful insights into the actual user experience.

Responsibility and Legal Disclaimer

Creating accessible digital content is considered a best practice – and in many countries, it is a legal requirement. For example, the European Accessibility Act (EAA) defines binding standards across the EU, and similar laws apply in other regions.

Mapp provides features, templates, and recommendations that can help you follow accessibility guidelines. However, the legal responsibility for ensuring that your content complies with applicable regulations lies with you.

Laws and standards may change, and specific requirements may vary depending on your location and business model. Mapp recommends consulting official resources or legal experts to ensure compliance.

Further Resources

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