In this Article
Accessibility
A successful email requires good design, interesting content and brand consistency. But content must also be accessible.
Accessibility is about creating convenience for your readers - reducing basic barriers to comprehension.
Around 18% of the adult population suffers from cognitive or visual disability, which causes struggles with for example concentration and colour-seeing.
However, accessibility is for all!
Who doesn't prefer emails to be well structured and digestible?
European Accessibility Act (June 2025) contains accessibility requirements for products and services.
Email Content
Apsis Email tool is equipped with all features necessary to help you meet these requirements. Here are some of our features that enhance accessibility.
📃 Layout | Heading and Paragraph elements |
🌅 Images | Link to make image clickable Alt text describing image |
🔘 Buttons | Add description, what happens when clicking |
🌐 Language | Select email language in editor settings |
We want to help you create successful emails with great impact. Check out the best tips from our experts below!
Layout and Font
Headlines vs. body of content
Heading and Paragraph elements help screen readers navigate content.Easy to overview - short modules with clear focus.
Length
Include few topics. Rather split into a series of emails if neccessary.Language
Select language to help screen reader tools (email editor settings).Web-based font
To ensure text is displayed as expected, select font from Inline text editor.
Images
Clickable -add a link to images and logo
Alt text - add a description so screen readers can communicate the motive.
Make an impression - select images that enhances your message
Links and CTA buttons
Invite to click - text on links and buttons should be inviting.
Screen reader label enhance accessibility
(the label communicates to screen readers what happens when clicking)Consider placement of links and buttons in the email.
Unsubscribe link should be visible and accessible to your readers.
Mobile Friendly
More than half of all recipients open emails on a mobile device, make sure your content is mobile friendly!
Watch your subject line length
Use pre-header text
Make images clickable (it is easier to click an image than a tiny text)
Keep copy concise
Leave breathing (and clicking) room
Use the Preview / Mobile feature to make sure layout looks good in mobile.
Test your emails across multiple devices
Target your Audience
Use Data tags to personalise the content.
Segment the email content to target your audience better.
Segment your Subscriptions to stay relevant to your Profiles.
Subject line and Preheader
The subject line is the first impression in the inbox, so use it wisely!
Should it be more personal? An offer? Some tips? A warning? A promise?
Create a notion of urgency.
Avoid spam trigger words. For example "free", "money", "win" and "help".
A subject line should stay within 40-50 characters.
Preheader ideally 85-100 characters (text following the subject line in the inbox).
💡Tip! Apsis AI Assistant can help you find a suiting Subject line and Preheader. You will have five options generated in a instant.
Design and Brand consistency
Keep your readers attention with a clean, straightforward design. Adapt the email design to your brand's design guidelines.
Here's our best advice to make an impression!
1. Brand signature colours
Your logo or brand name should always be at the top of the email. It's the first thing your recipients will see.
If your logo is blue and white, these colours should always be present in your email's design. Not only does this allow for consistent branding, but it simplifies the design process. You can also use these colours for the header and footer background to make a clear separation between the email's body and content.
2. Text size and font
For an email a font size of 14px is ideal. If your email is shorter, maybe two or three sentences, 16px might be even more effective for your Text Elements. Adjust the size according to the amount of text to maximise the impact of your message.
Fonts are crucial to your brand's identity and design guidelines. Some email clients may not support specific fonts, and will replace with a fallback option depending on the email client. Pick a web-based font supported by the Email tool (found in the Inline text editor).
3. Make a Statement with Images!
Select images for your Image element that pair well with the colour of the surrounding design to make them stand out. For example, if you add an image with a circular shape and a black background, change the background colour of the email to black to make the impression of a round image.
4. Image size and quality
Ideally, images should look good in all devices. Use the Preview option to check for any stretching or odd placements, and adjust Element size to really give your images impact. (keep the image size under 1MB)
Are your images of good quality? Avoid pixelated, low resolution images. Attention to detail will convey your brand positively to your recipients.
5. Email length
Go for those images that are essential to your brand, and keep the email's size accessible to most devices and internet connections.
6. Custom domain
Setting up a custom domain for links and system pages helps promote consistent branding in your email activities. Adjust links in your emails and system-generated pages to be a part of your domain (like web version and unsubscribe page).
Seeing your private domain, when hovering over and clicking the address, gives the Profiles a sense of trust and builds upon their relationship with your brand. Read more about Custom domain here.
💡Tip! Remember to use the Preview and test functions to see what the finished email will look like.
Deliverability
The delivery rate of an Email sending should be 100%, or close to it. A low delivery rate could be due to poor list quality, lack of authentication of your domain or spam trigger content.
We have many tips on how to improve delivery rate in the Deliverability article.