Are marketers considering email availability?

Business marketers are much more likely than small business marketers to consider email accessibility factors when creating campaigns, according to recent research from Pathwire and Ascend2.

The report was based on data from a survey of 92 email marketing professionals conducted in April 2021 and another survey of 87 email marketing professionals conducted in June 2021.

About 65% of corporate marketing people (more than 500 employees) say they consider email availability factors such as color contrast, screen readers, and ADA compliance during email production and pre-installation. This compares with only 42% of small business markers (fewer than 50 employees) saying the same thing.

The most common approaches marketers say they take to address availability is to write short, descriptive headlines (56% say they do) and make links and buttons easy to see (54%).

How marketers make their email campaigns more accessible

About 49% of marketers say they are considering keyboard / screen reader interaction when designing and developing emails for accessibility, and 38% say they are considering low vision.

Situations marketers consider when designing email for availability

About the research: The report was based on data from a survey of 92 email marketing professionals conducted in April 2021 and another survey of 87 email marketing professionals conducted in June 2021.

Leave a Comment