Definition
An accessible CTA works for all recipients regardless of ability. It meets WCAG standards for contrast ratio (minimum 4.5:1 for text), has a visible focus ring for keyboard navigation, uses descriptive text (not just "click here") for screen readers, and provides a touch target of at least 44×44 pixels on mobile.
Key Requirements
- Contrast: Text on button background must meet 4.5:1 ratio
- Focus state: Visible outline or ring when tabbed to via keyboard
- Alt text: If using an image button, alt text must describe the action
- Touch size: Minimum 44×44px for mobile tap targets
- Descriptive text: "Shop the sale" not "Click here"
Why It Matters
Approximately 15% of the global population has some form of disability. Accessible CTAs ensure your email is usable by everyone, reduce legal risk from accessibility complaints, and often improve conversion rates for all users through clearer design.
Related Glossary Terms
AMP for Email
AMP for Email is a Google-developed framework that allows email messages to include interactive elements like forms, carousels, accordions, and live content. It turns static emails into dynamic, interactive experiences directly inside the inbox.
Dark Mode
Dark mode in email refers to how email clients render messages when the recipient has dark mode enabled. It affects colour display, image rendering, and readability. Designers use CSS media queries and hybrid coding techniques to control the dark mode appearance.
Drag-and-Drop Email Editor
A drag-and-drop email editor is a visual interface that allows marketers to build email layouts by dragging content blocks into place without writing HTML or CSS code.
Dynamic Content
Dynamic content in email refers to content blocks that change based on subscriber data, behavior, or preferences within a single email send.
Email Accessibility Guidelines
Email accessibility guidelines ensure emails are usable by people with disabilities, following WCAG standards for screen readers, colour contrast, keyboard navigation, and readable content.
Accessibility Testing
Accessibility testing evaluates how well your emails can be read and understood by people with disabilities, covering screen readers, colour contrast, keyboard navigation, and more.