Email Accessibility for Marketers: Alt Text, Contrast, and Structure
Practical accessibility checks marketers can ship before export - not a certification claim, a production discipline.
By The Memo Team
Last updated
Quick answer
Improve email accessibility by writing meaningful alt text on images, keeping text/background contrast readable, using real headings and link text in the structure, and running automated preflight checks on those basics before export - this is production QA, not a WCAG certificate.
Accessibility in email is uneven - client support varies, dark mode surprises everyone. That is not an excuse to skip alt text on your hero or ship gray-on-gray body copy because it looked fine on your laptop.
Alt text on images
Decorative images can use empty alt. Content images need words that carry the message when images are off. Preflight can flag missing alt on content images.
Contrast and type
Brand palettes still need readable pairs. Brand Kit contrast warnings and preflight brand checks catch some issues early - human review catches tone and hierarchy.
Structure, not only paint
Screen reader users benefit from logical reading order in the compiled HTML - another reason table-spacer hacks should stay intentional, not accidental.
This article is operational guidance, not legal advice or a WCAG conformance statement.
Frequently asked questions
- Does Memo certify WCAG compliance?
- No. Memo helps teams catch common production issues. Formal compliance programs need broader process and testing beyond email HTML alone.
- What about dark mode?
- Dark mode rendering varies by client. Preflight includes checks where product rules apply; test sends still help for visual confirmation.
- Are accessibility findings blocking?
- Severity depends on rule and quality profile. Treat missing alt on hero images as blocking for marketing sends.
- Who owns accessibility - design or marketing?
- Both. Design sets standards in Brand Kit; marketing verifies on each approved version.
Glossary
Documentation
In-depth guides
Continue reading
- Perspective · 9 min readWhat Email Preflight Checks (and What It Deliberately Does Not)Preflight is automated quality on compiled email output - variables, links, images, accessibility, and structure. It is not deliverability, inbox placement, or campaign analytics.
- Operations · 8 min readThe Email Preflight Checklist: What to Check Before You SendThe concrete checks worth running on every email - and how to automate them so the checklist does not live in someone’s head.
- Guide · 7 min readPlain-Text Email: Why It Still Matters and How to Ship a Good OnePlain text is not an auto-generated afterthought - it is part of the send-ready package. What to check before export.
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