Accessibility Is More Than an Automated Score
Automation can find a missing alt attribute, empty link, duplicate ID, skipped heading level, or absent language declaration. It cannot reliably judge whether text communicates the correct meaning, whether reading order makes sense, or whether an action is clear in context.
W3C WAI explains that no tool alone can determine accessibility and knowledgeable human evaluation is required. Use automation for repeatable facts, then review meaning and behavior manually.
Write Alternative Text for the Image’s Purpose
Meaningful images need concise text that replaces their function or information. MDN recommends reading alt text together with preceding copy to see whether it forms a sensible equivalent. Avoid file names and redundant phrases such as image of.
Decorative images should use alt="" so assistive technology can ignore them. A linked image needs a name that describes the destination or action. The title attribute is not a replacement for alt text.
Use Descriptive Links and Logical Headings
Link text should explain its destination without depending on the paragraph. Review the August invoice is clearer than click here. Avoid empty anchors and image-only links without a usable name.
Headings communicate structure. Use one main topic and descend logically instead of selecting heading tags for their visual size. W3C guidance notes that semantic headings help people understand and navigate longer content.
Distinguish Layout Tables from Data Tables
Email layout often uses tables. Mark a table used only for positioning as presentational so it does not imply data relationships. A genuine data table needs meaningful header cells and scope relationships. Do not mark every table presentational by habit.
Keep DOM order aligned with reading order. When visual columns stack, the source sequence must still make sense. Avoid deeply nested structures that split one thought across unrelated cells.
Declare Language, Contrast, and Readable Text
The lang attribute identifies text language and helps assistive technology choose suitable pronunciation. MDN recommends specifying an appropriate BCP 47 value rather than leaving language empty or unknown.
W3C principles call for sufficient foreground/background contrast, reflow in small viewports, and information not communicated by color alone. Check muted legal copy, links, buttons, status labels, type size, and line spacing.
Run an Accessible Email Review
Run the HTML email accessibility checker, disable images, read links out of context, inspect the heading outline and table semantics, and test narrow reflow. Use keyboard and assistive technology appropriate to the project.
Send the transformed output and repeat critical checks. A sending platform may replace links or alter markup after an authoring-stage review, so approval should apply to the final message rather than only the source draft.
Include content reviewers in the process. They can confirm that alternatives convey the intended message, abbreviations are understandable, instructions do not depend on visual position, and the plain-text alternative preserves essential information. Document unresolved limitations rather than converting a clean automated scan into a certification claim.
Key Takeaways
- Automation supports but does not replace human evaluation.
- Write alt text as a replacement; use empty alt for decoration.
- Make links and headings understandable out of visual context.
- Use correct semantics for layout and data tables.
- Review contrast, reflow, language, images-off behavior, and sent output.
Apply the Guide with Free Tools
Knowledge Check
Choose an answer, then open the explanation to check your reasoning.
1. What alt value suits a decorative image?
- No attribute
- alt=""
- alt="image"
- The file name
Show correct answer
alt="". It signals that assistive technology can ignore the decoration.
2. Which link label is most descriptive?
- Here
- Click
- Read more
- Review the billing policy
Show correct answer
Review the billing policy. It communicates purpose without surrounding copy.
3. Can an automated scan certify full accessibility?
- Yes, at 100
- Yes, for short emails
- No, human evaluation is required
- Only in dark mode
Show correct answer
No, human evaluation is required. Meaning, context, reading order, and behavior need knowledgeable review.
Research and References
Technical claims in this article were reviewed against primary documentation and clearly labeled browser-based limitations.
Last reviewed and updated: