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Accessible Communications

The accessibility rules that apply to webpages also apply to the things we send out: email, newsletters, and social media posts. This page covers the practices that matter most for those formats.

Email

Subject Lines And Structure

  • Write clear, specific subject lines. Screen reader users often scan subject lines first.
  • If your email is more than a few sentences, use real headings (Heading 2, Heading 3) for sections β€” not bold text.
  • Use real lists, not dashes or asterisks.
  • Use descriptive link text. "Register for the spring workshop" is better than "click here."

Images And Design

  • Don't send an email that is just an image. People who use screen readers will hear "image" and nothing else. People who block images by default will see nothing at all. Always include the actual content as text.
  • Add alt text to any meaningful image you include.
  • Don't put important information (deadlines, instructions, links) only inside an image.
  • Make sure text has enough contrast against its background. Avoid light gray text on white.

Common Pitfalls

  • Pasting a flyer as the entire body of an email β€” nothing is readable.
  • Using color alone to mark something urgent. Add a word like "Urgent" or "Action needed" too.
  • Tiny font sizes for "fine print." If it's worth sending, it's worth being readable.
  • Long blocks of unbroken text. Break them up with headings and lists.

Newsletters

Newsletters built in tools like Mailchimp, Constant Contact, or similar platforms have the same accessibility considerations as email, plus a few specific to the format.

  • Don't send a newsletter as a PDF attachment. A PDF newsletter is one of the least accessible formats. If you need a PDF version for printing, also send the content as actual email or post it on a webpage.
  • Use the platform's built-in heading and list styles. Most newsletter tools have a structure panel that maps to real HTML headings and lists. Use it.
  • Provide a "view in browser" link. Most platforms add this automatically β€” make sure it's enabled.
  • Watch button contrast. Stylish call-to-action buttons in brand colors often fail contrast requirements. Check before sending.
  • Test the unsubscribe and preferences links. They should have descriptive text and be reachable by keyboard.

Social Media

Social media accessibility is mostly about a handful of habits that are easy to build once you know them.

Image Descriptions And Alt Text

  • Add alt text to images on every platform that supports it β€” X/Twitter, Facebook, Instagram, LinkedIn, Bluesky, Threads, and Mastodon all do.
  • Describe what's important about the image in context. If you're posting a flyer, transcribe the flyer's text in the alt text or in the post itself.
  • If a platform doesn't support alt text for a particular post type, put a description in the post body. Lead with "Image description:" so it's clear.

Hashtags

  • Use camel case (capitalize the first letter of each word) so screen readers pronounce hashtags correctly. #AccessibilityMatters reads as three clear words; #accessibilitymatters reads as gibberish.
  • Place hashtags at the end of your post, not woven through the sentence. They interrupt screen reader flow.
  • Use only as many hashtags as you actually need.

Emoji

  • Each emoji is announced by name when a screen reader reads a post. A row of fifteen sparkle emoji becomes "sparkles, sparkles, sparkles..." fifteen times.
  • Use emoji sparingly. One or two carries meaning; a wall of them is noise.
  • Don't use emoji as bullet points or in place of words that carry meaning. "πŸŽ‰ Tickets on sale!" works; "πŸŽŸοΈπŸŽ‰πŸŽŠ sale!" does not.

Video And Audio

  • Caption videos. Most platforms now offer auto-captions β€” review and correct them, especially names and jargon.
  • For audio-only content (a recorded announcement, a podcast clip), include a transcript in the post or link to one.
  • Avoid relying on text that flashes too quickly to read. Give viewers time.

Format And Structure

  • Avoid stylized Unicode fonts (𝓯π“ͺ𝓷𝓬𝔂 𝓼𝓬𝓻𝓲𝓹𝓽, 𝐛𝐨π₯𝐝 𝐬𝐞𝐫𝐒𝐟, etc.). Screen readers either skip them entirely or read each character as its formal name. They make posts unreadable.
  • Don't use ASCII art or character-art layouts to convey information.
  • Use plain language. The advice from Quick accessibility tips applies just as much to a 280-character post as to a 2,000-word page.

A Useful Self-check

Before you send or post, ask yourself:

  • If the images don't load, does this still make sense?
  • If someone can't see colors, does this still make sense?
  • If I read this out loud as written β€” including the hashtags and emoji β€” would it make sense?

If the answer to any of those is "no," there's something to fix.