The techniques described below will ensure that your MailChimp Campaign is accessible.
Descriptive Subject Lines: All subject lines should be brief but descriptive, giving subscribers an accurate idea of what your email is about.
Responsive Structure: Custom multi-column templates need to be coded so that no matter what device is being used, the content appears in the order intended. If you are using a MailChimp template, it is designed to be responsive to the device being used, ensuring that the content is displayed in its logical order.
Headers and Tables: Through the use of HTML headers – referred to as <h1> and <h2> attributes’, as well as tables, a screen reader user is able to determine key sections without having to rely on colour as a differentiator. The use of headers and tables is important to the user in enabling him/her to navigate the ‘informational hierarchy’ (the logical reading order) of the email.
Colour Contrast: All text should have a minimum colour contrast with the background of at least 4.5 to 1 (3 to 1 for large text). Non-text elements (user-interface components and graphical objects) that are important for accessing and understanding content, should have sufficient colour contrast of at least 3 to 1. Please note that any page-element in the newsletter must not rely ‘only’ on colour to convey information.
If you are using the MailChimp Inbox Preview, there is an option to view your newsletter in the colour blind version, but it is only available via a paid plan. Alternatively, colour contrast can be tested using the following evaluation tools: No Coffee Vision Simulator (for Chrome only), Color Oracle: Design for Color Impaired (free download for Windows, Mac, and Linux), WebAIM: Contrast Checker (Web) or Color Safe: Accessible Colour Combinations (Web).
Images/Actionable Images: Only graphic elements should be used in images; text can only be used in an image if it is a logo. This usage will benefit those using screen readers or those who have images blocked by their email clients. All images that are not decorative must have alternative text. All ‘actionable images’ such as buttons, image links or image map areas, should have a link destination or button purpose.
Transcripts: Any links to videos or audio clips, or embedded versions of these in a newsletter, should have a transcript available so that those with hearing impairments can also engage with the content.
Links: All links in the newsletter should clearly describe the purpose or destination of the link.
Side Note: All MailChimp newsletters auto-generate a plain-text version when you send it, so you don’t need to prepare one.
It is crucial to keep typical emails text-based and to adhere to the techniques mentioned in the colour contrast and links sections above. Subject lines should be descriptive. To ensure that email chains/threads are accessible by those with visual impairments, each person in the email chain should slightly alter the subject line.