Let’s put aside the legal and moral arguments for improving your email marketing accessibility for a moment and ask a hard-nosed, business question:  

Why should my business invest in email accessibility? 

It’s a fair question, especially when every marketing dollar needs to justify itself. But here’s the reality: ignoring email marketing accessibility is already costing you more than you think. 

In this blog, we’ll explore the hidden costs of not investing in accessibility, why accessibility isn’t just about “disability”, and how you can ensure compliance with global regulations while protecting your brand’s reputation and financial security. 

You’re Leaving Money on the Table 

It’s estimated that more than one billion people worldwide live with some form of disability. That’s 15% of the global population. Potentially a significant portion of your potential customer base. If your emails aren’t accessible, you’re not just missing a few clicks; you’re potentially missing out on real revenue. 

Even a 5% inaccessibility rate on a list of 100,000 subscribers could mean thousands of missed conversions. You’d be concerned about a deliverability issue that resulted in a 5% loss of opportunity due to a technical issue. Accessibility is simply a more human-shaped extension of that deliverability problem. But here’s the good news: by investing in email accessibility, you’re not just avoiding losses, you’re opening up new revenue streams. 

Poor Accessibility = Poor Engagement 

While it’s essential to acknowledge that disability encompasses a broad spectrum of conditions, some of which may not directly impact email accessibility, it’s equally crucial to consider how your emails perform for the many individuals who don’t identify as disabled but will still benefit from more accessible design. 

For example, did you know that 59% of people in the UK rely on glasses or contact lenses to improve their vision? 

That’s tens of millions of people who may struggle with: 

• Small font sizes 

• Low contrast text 

• Poorly structured layouts 

• Non-responsive designs on mobile 

Even if these individuals don’t identify as having a disability, they still benefit significantly from accessible email design.  

It’s also important to consider the environment in which your emails are being read. For instance, bright sunlight can make poorly designed emails difficult to read for anyone, regardless of their vision quality. Accessibility isn’t just about ability; it’s also about context. 

Making your emails easier to read isn’t just inclusive – it’s smart marketing. 

You’re Risking Your Reputation 

Modern consumers demand more than just great products – they expect brands to reflect their values. Because of this, inclusivity is no longer a ‘nice to have’; it’s a core part of how people evaluate who they buy from and who they trust. If your emails exclude people, whether intentionally or through oversight, you risk alienating a significant portion of your audience. Can you afford to do this? 

Accessibility is more than a technical requirement; it’s a powerful trust signal. It lets your customers know that you see them, value them, and are committed to creating experiences that work for everyone. In a crowded inbox, that kind of care and consideration stands out. 

You’re Opening the Door to Legal Risk 

OK, I know we said we were going to set legal arguments aside, but let’s be honest, a lack of compliance with global regulations represents a significant commercial risk. 

The European Accessibility Act (EAA), which came into effect on June 28, 2025, is a game-changer for digital marketers. It mandates that digital communications, including your email marketing campaigns, must be accessible to people with disabilities. And it doesn’t just apply to EU-based companies. If your business markets to or serves EU consumers, even unintentionally, you’re expected to comply. 

Similarly, in the U.S., the Americans with Disabilities Act (ADA) has been used to challenge the accessibility of digital content. Legal action is on the rise, and non-compliance can be costly. 

Accessibility Is a Competitive Advantage 

Many businesses still treat accessibility as an afterthought – something to worry about later, if at all. But that mindset creates a powerful opportunity for ambitious brands. 

By prioritizing accessibility in your email marketing, you’re not just checking a compliance box – you’re gaining a competitive edge. You’re making your content available to a broader audience, including millions of people who are often overlooked. You’re showing your customers that you value inclusivity, usability, and thoughtful design. This isn’t just the right thing to do. It’s the smart thing to do, and it positions you as a leader in your industry. 

This isn’t just the right thing to do. It’s the smart thing to do. 

Accessible emails: 

• Reach more people 

• Perform better across devices and platforms 

• Strengthen customer trust and loyalty 

• Reduce legal and reputational risk 

In short, by investing in email accessibility, you’re not just improving your emails – you’re future-proofing your marketing. You’re reaching more people, performing better across devices and platforms, strengthening customer trust and loyalty, and reducing legal and reputational risk. It’s a comprehensive solution that ensures your marketing is effective, compliant, and inclusive. 

How We Can Help 

OK, we get it. Accessibility is just one more item on an already overwhelming to-do list. Between campaign planning, content creation, segmentation, and reporting, it’s easy for accessibility to slip down the priority ladder. And let’s be honest – sometimes it’s hard even to know where to begin. 

That’s where our team of email marketing experts comes to the rescue. 

At Upland Adestra, we help our clients make email accessibility simple, actionable, and effective by offering a comprehensive accessibility audit—designed to identify and address the barriers that may be limiting your campaign performance and reach. 

Our email marketing accessibility audit includes a full review of your: 

• Email templates: Ensuring your layouts, fonts, and color contrasts meet accessibility standards. 

• Automated workflows: Checking that every triggered message is readable, navigable, and inclusive. 

• Newsletters: Reviewing structure, content, and design to ensure your most visible communications are accessible to all. 

The audit is designed to ensure that your email content meets the requirements of WCAG 2.1 Level AA and EN 301 549—the technical standards underpinning both the EAA and ADA. But we don’t stop at identifying issues. We deliver clear, prioritized recommendations that empower you to make meaningful improvements, without disrupting your brand identity or workflow. 

Invest in Accessibility 

Email accessibility isn’t a cost – it’s an investment. One that pays off in reach, engagement, loyalty, and revenue.  

So, the next time a hard-nosed business executive asks, “Why should we bother with email accessibility?” – you’ll have a hard-nosed business answer: Because not doing it will cost us more than we can afford.