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There is a misunderstanding of the implementation E -mail accessibility is difficult. Many marketers believe that they need a coding background to make their e -mails more integrative.
The code behind e -mails plays an important role in accessibility, but is not the only factor. The review of E -Mail copies can significantly improve experience for subscribers.
If you make sure that your copy is readable and easy to understand, you can make your e -mail campaigns more accessible. With these nine tips you can do it!
Table of contents:
What writes with accessible language?
The accessible language is a form of communication that comes with words a diverse audience, including those with disabilities, not local speakers or limited literacy. For example, it contains people with disabilities – such as visual impairments – and populations with different voice needs or reading skills.
When it comes to writing with accessible language, this means that it is easy for all target groups, regardless of their ability, their background or their level of education. In essence, it eliminates obstacles to ensure that a wide audience can understand what is communicated, regardless of their skills or their circumstances.
Techniques for writing with accessible language
There are several approaches that help with inclusive writing, of which many overlaps share. This includes:
This brings us to our next topic: Best practices for accessible writing.
Accessibility made easy
Creating accessible e -mails is no longer optional – it is required. Learn more about the effects of accessibility on brands from two industry experts.
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9 Best Practices for writing with accessible language
1. Keep your copy precisely.
It is tempting to put as much copy and content as possible in an e -mail. However, there are many reasons why shorter and concise copies are desirable.
Our research found that a subscriber outputs on average Read an e -mail only 8.97 seconds. When an adult can read around 238 words per minuteThen The ideal length of the copy in an e -mail is only 36 words.
But it is also not just the attention span. Many people suffer from cognitive disabilities that make reading more difficult. Everything from traumatic brain injuries and dementia to dyslexia can influence a person’s ability to read. Longer texts often make things worse.
2. Use shorter sentences.
Long, complex sentences can make theirs E -mail copy Difficult to read. Short sentences are easier to understand and enable your audience to concentrate on the content.
Put 20 words or less per set and, if possible, divide longer sentences into two parts.
The time that a subscriber spends with your e -mail is valuable. Do not let the readers unpack complicated sentence structures. In other words, just say it.
3. Limit your use of jargon and difficult words.
What applies to sentences also applies to individual words: shorter is better. Longer words are more difficult to absorb and require more concentration from their readers. If you can, replace complex words with simpler, shorter synonyms.
4. Define complex terms, abbreviations and acronyms.
Sometimes the use of special terms is required. Consider writing out the definition in your e -mail or linking to a glossary for clarity. The same applies to abbreviations and acronyms.
For example at Lacchmus we write E -mails for e -mail marketing– A field that is full of acronyms. We organize one E -Mail Personalization Glossar And E -mail delivery ability glossary On our website that can be easily referenced if we use industry-specific terms in our emails.
5. Create a strong hierarchy of content.
What is easier to read: a block of continuous text or a text block separated by sections?
Many people find it difficult to read long, uniform text blocks – and this applies in particular to people who live with cognitive and situational disabilities. This is where the hierarchy comes into play: it creates visual differences that increase the meaning. This helps readers to quickly consume and understand the content of their e -mail.
Visual hierarchy can be part of E -mail designBut it starts with its content and copywriter. Strong headlines and well -structured paragraphs create a clear hierarchy of content that facilitates the subscriber to scan their message and deal with their message.
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