Making E-Mails accessible
This article focuses on the topic of email accessibility. It is a far more complex issue than most people initially realize. The situation regarding the web and mobile sectors is relatively straightforward: there are essentially two major browser engines (Chromium and Firefox) and a handful of operating systems (Android, iOS, Windows, and Mac). Email is more complicated. Every email client has its own rendering quirks. This is precisely what makes creating accessible emails a real challenge.
The Legal Situation
Let’s look at the legal aspect—pragmatically and without getting bogged down in legalese. In my view, both public sector bodies and private companies are generally required to make their email communications accessible.
Fundamentally, we need to distinguish between two types of emails:
- Newsletters (mass emails): Newsletters target large groups and are essentially publications. In the public sector, they must be accessible because they form part of official communication. For the private sector, the Accessibility Strengthening Act (BFSG) applies. Since newsletters often initiate contracts—for instance, through discounts or current offers—they fall under this obligation.
- Individual emails (direct communication): Standard one-on-one communication should also be accessible. In the public sector, this applies without exception. In the private sector, individual emails almost always involve initiating or executing a consumer contract.
However, there is still disagreement on this point in practice. Some companies argue that the BFSG does not explicitly list emails as websites or applications. Personally, I do not find this argument convincing. We will have to wait and see what position market surveillance authorities or the Federal Competence Center for Accessibility take on the matter. We are still at the very beginning of this process.
Which email programs matter?
The market for relevant email clients is manageable in size but presents significant challenges:
1. Apple (iOS and Mac): Globally, the undisputed market leader among email clients.
2. Gmail: Widely used, both as an Android app and as a web version in the browser.
3. Outlook: The dominant force in the business sector—available as both a desktop version and a browser-based version via Office 365.
The problem: Rendering often varies drastically. Even within a single suite like Office 365, the rules differ between the browser version and the desktop app. Each program has its own quirks. Outlook, in particular, is notoriously difficult to work with, yet its dominance in the B2B sector makes it unavoidable.
Practical tips for accessible emails
Despite this complexity, there are a few simple measures you can implement immediately:
- The newsletter web link: Always provide a web version at the very top of your newsletter (e.g., "If this email does not display correctly..."). Browsers handle full HTML and CSS standards without issues, making this the safest and most accessible option.
- Plain text vs. HTML emails: Plain text emails are unfortunately dying out in both B2B and B2C sectors. This is a shame, as they are highly accessible. If you do use them, ensure you include paragraph breaks and avoid excessive emojis or cryptic character strings, as screen readers often misinterpret them.
- Use standard HTML: For HTML emails, stick to classic, clean formatting that has worked for decades. This includes using a correct heading hierarchy, paragraphs, and blockquotes. Also, don't forget to specify the email's primary language in the code.
- Images and alternative text (alt text): The technical details of how images are embedded is a topic in itself. Handling alt text is crucial for accessibility. The same rule applies here as on the web: if an image conveys meaning, it requires a descriptive alt text. If it is merely decorative or a purely visual icon, leave the alt attribute empty (`alt=""`). This ensures that assistive technologies like screen readers ignore the image, preventing any disruption to the reading flow.
The Outlook problem: table layouts in 2026
The biggest shortcoming with emails - especially in the B2B sector - is the absolute dominance of Microsoft Outlook. Outlook has a very idiosyncratic idea of how emails should be displayed. This means that you still have to rely on ancient HTML tables for a clean layout.
Actually, table layouts have been extinct in web design for decades. However, Microsoft still ignores modern web standards in Outlook emails and often displays standard HTML (such as headings, paragraphs or quotes) incorrectly. This is the great curse of Outlook. So we can't get past the tables.
Why layout tables are a nightmare for blind people
These design tables are invisible to sighted people. For blind people who use a screen reader, however, they are a real barrier:
- Information Overload: The screen reader doesn't know that the table is only there for layout. He stubbornly reads out all the coordinates: “Column 1, row 1, column 2, row 1...”
- Hidden content: Since empty cells are often used for distances, the affected person only hears coordinates without content for minutes. Many people then abandon the email because they think the email is empty.
The solution: Use the role="presentation" attribute. This marks the table as purely decorative. The screen reader ignores the table structure and simply reads the plain text.
Design, fonts and animations
Otherwise, the same basic rules apply to emails as to websites: contrasts must be right and information must never be conveyed solely through colors. You should also pay attention to the following points:
- Always send in one column: Multi-column layouts no longer have any place in the inbox. Even in the business sector, most people read their emails on their smartphones. Multi-column table layouts completely destroy the display. Single column runs stable everywhere.
- Easy-to-read standard fonts: Fonts are often overrated. You don't have to use special fonts for people with disabilities. Just rely on easy-to-read standards like Open Sans or Source Sans.
- No GIF animations: Animations have no place in emails. The problem with GIFs is that users can't pause them. For people with epilepsy or on the autism spectrum, flashing images can be extremely problematic. The result: Your email will be closed immediately and, in the worst case, your address will be blocked.
Another important topic is the link texts. Avoid phrases like “Click here” or “More information.” Write directly in the text where the link leads (e.g. “Download our accessibility guide here”). According to the WCAG guidelines, it is often enough if the meaning emerges from the context - but self-explanatory links are a much cleaner and more user-friendly option.
How do you test accessible emails?
Outlook offers its own built-in accessibility assistant. It's hard to say how good it really is. If you send from Outlook to Outlook, it may help. However, since emails go to countless different providers (Gmail, GMX, Apple Mail), the entire system is far too complex for a single tool. So don't rely on it.
1. Test your emails manually on the three major platforms: Apple, Gmail and Outlook.
2. If you want to use more modern or exotic ARIA attributes, check carefully beforehand whether the mail clients even support them. Such attributes are often simply blocked by the programs and nothing reaches the recipient.