Accessibility has always been an important part of effective digital communication. With the U.S. Department of Health and Human Services (HHS) Office for Civil Rights (OCR) recently extending by one-year the compliance deadlines for accessibility standards under Section 504 of the Rehabilitation Act of 1973, many healthcare organizations are taking a closer look at how their websites, emails, and digital campaigns support accessible user experiences. While the updated timeline provides additional flexibility, it also reinforces the growing importance of building accessibility into digital communication strategies from the start.
The good news is that many of the current recommendations align closely with standards and best practices that experienced teams have followed for years, including guidance from WCAG, WebAIM, and the broader email development community.
For many organizations, accessibility improvements are less about reinventing processes and more about strengthening the standards already built into thoughtful marketing execution.
At LionShare, accessibility considerations have long been part of how we approach email campaigns and landing page development. From readable typography and mobile-friendly layouts to thoughtful link structure and content hierarchy, accessibility supports the larger goal of creating clear, usable experiences for every audience.
Here are five best practices healthcare marketers should prioritize when building accessible email campaigns.
1. Begin at the Beginning
One of the most immediate and impactful improvements organizations can make is providing alt text for campaign-specific images. This copy is required by ADA to be included on any meaningful visual content, and all too often it is left until the end for development to add in.
The writers and marketers developing campaign messaging are better positioned to provide this meaningful text because they understand the image’s role within the broader communication.
Good alt text is not simply a literal description of an image. It should communicate the purpose, context, or function of the image when relevant to the user experience.
Just as important, not every image requires detailed alt text. Decorative images may add little informational value, while instructional or contextual imagery often plays a more important role.
Incorporating alt text into campaign deliverables from the beginning creates a more consistent process and helps ensure accessibility remains part of the overall communication strategy, not just a technical afterthought.
2. Say What You Mean
Accessibility improvements often lead to stronger communication overall. One common example is when you replace vague calls to action like ‘Click Here’ with more descriptive language that clearly explains where the user is going after the click.
Examples of more accessible CTAs that can also lead to better click-through are:
- View Cardiology Services
- Download the Screening Guide
- Schedule an Appointment
Descriptive links create a better experience for screen reader users while also improving usability and engagement for all audiences.
3. Make it Look Good
Your emails should be easy to read regardless of device, screen size, or visual ability. Several simple design choices can significantly improve readability, including:
- Readable font sizes
- Strong color contrast
- Clear content hierarchy
- Adequate spacing between text elements
- Mobile-friendly buttons and layouts
These practices not only support accessibility but also create a more intuitive experience for increasingly mobile – and easily distracted – audiences.
4. Make it Make Sense
While current ADA regulations do not require plain text versions of emails, your audience still may not get your image. From user managed settings to the functionality of assistive tools, there will always be a portion of your audience who won’t see your graphics.
Accessible email development plans for this situation by using live text, meaningful alt text, and thoughtful content structure to ensure campaigns remain understandable across the board, even without imagery.
5. Keep the Party Going
Accessibility is not a one and done initiative. Like all effective digital communication practices, it continues to evolve alongside technology, user expectations, and industry standards. By including it as part of every new campaign, you’ll be prepared when standards inevitably evolve and new best practices emerge.
Bottom Line
With these 5 best practices in your pocket, you are set to improve the clarity, usability, and overall patient experience of your digital communications. And in healthcare marketing, better experiences lead to better engagement.
