Email Accessibility Standards

Quick Reference Guide

To ensure all EICC emails are accessible and inclusive for every reader—including those using assistive technology—please follow these basic standards when creating and sending emails in Salesforce Marketing Cloud.

Text & Structure

• Write clear, concise content using plain language.
• Use headings and short paragraphs for easier reading.
• Use the WYSIWYG editor tools (bulleted lists, numbered lists, headings, etc.) to format content properly—don’t rely on tabs, spaces, or manual symbols.
• Avoid all caps, excessive bolding, or relying on color alone to emphasize points.

Images

• Include descriptive alt text for every image that explains its purpose.
• Mark purely decorative images as decorative.
• Don’t place important text inside images—use real text in the email body.

Links

• Never paste raw URLs in the body of your email.
• Use descriptive hyperlink text (e.g., “Apply for scholarships” instead of “Click here”).
• Make sure link text makes sense on its own when read aloud by a screen reader.

Color & Contrast

• Ensure high color contrast between text and background for readability.
• Don’t use color alone to show importance or identify links—underline or bold when needed.

Attachments & PDFs

• Only link to accessible documents (tagged for screen readers, includes alt text, etc.).
• Include the file type and size in link text (e.g., “Download the Course Catalog (PDF, 2 MB)”).

General Best Practices

• Always include a plain text version of your email.
• Make sure your subject line and preheader accurately reflect the email’s content.
• Follow EICC branding and accessibility standards consistently.