Do Marketers Consider Accessibility When Crafting Email Campaigns?

A recent research from Pathwire and Ascend2 showed that marketers at enterprise companies (more than 500 employees) are much more likely to consider email accessibility factors such as color contrast, screen readers, and ADA compliance when creating campaigns than those at small businesses (fewer than 50 employees).

The most common approaches marketers take to address accessibility are writing short, descriptive headlines and making links and buttons easy to see. Additionally, 49% consider keyboard/screen reader interaction and 38% consider low vision when designing and developing emails.

The report was based on data from two surveys conducted in April and June 2021 of 92 and 87 email marketing professionals respectively.