Guide: How to Design Accessible Texts and Links in Emails

To meet legal accessibility requirements (such as the German BFSG) and ensure your messages reach all recipients, clearly understandable texts and correctly formatted links are essential. This guide summarizes the most important rules to make your email communication accessible to everyone.

Rule 1: Links in Plain Text Emails

In emails sent without HTML formatting, the link must always form a direct and uninterrupted unit with its description. It must never be separated from its explanatory text by a line break.

Why is this important? This is the only way for users of screen readers to establish a clear connection between the call to action and the link. A line break disrupts this logical connection.

✔︎ Correct: The link immediately follows the description on the same line.

To enter the webinar room at the specified time, please click the following link: https://your-link-to-the-webinar.com/...

✗ Incorrect: The link is separated from the description by a line break.

To enter the webinar room at the specified time, please click the link below:
https://your-link-to-the-webinar.com/...

Rule 2: Use Descriptive Links in HTML Emails

In HTML-formatted emails (e.g., newsletters), it is crucial that the clickable text itself clearly describes the purpose or destination of the link. Generic phrases are not meaningful and should be avoided.

Why is this important? Many screen reader users navigate by jumping from one link to the next. A precise link text immediately tells them what will happen when they click. Phrases like “Click here” are useless in this context as they provide no information.

✔︎ Correct: The clickable text precisely describes the action or destination.

<a href="...">Join the webinar now</a>
<a href="...">View more information about Product X</a>
<a href="...">Download the full agenda as a PDF</a>

✗ Incorrect: Avoid meaningless, generic phrases.

<a href="...">Click here</a>
<a href="...">More</a>

Also not ideal: Phrases that unnecessarily lengthen the problematic term.

<a href="...">Click here to join the webinar</a>

General Principles for Every Email

These principles apply universally and improve the clarity and accessibility of any type of communication:

Simple and Clear Language: Use clear and understandable language. Avoid unnecessarily complex sentences and jargon whenever possible.
Precise Subject Line: The subject line should effectively summarize the content and purpose of the email, allowing recipients to categorize the message at a glance.
Clarity and Consistency: Avoid contradictory information (e.g., two different links for the same action). This causes confusion and can severely impact user-friendliness.

Practical Examples: Accessible Standard Templates

The basic technical settings for accessibility have already been implemented in our systems. The following revised templates serve as examples of correct content implementation. Please review your own templates for similar errors.

Template: Double Opt-In

Here, the placeholder {{DoubleOptInButton}} is used for a button or link with descriptive text (e.g., “Confirm your subscription now”).

{{Salutation}}

Thank you for your interest in our newsletter. To confirm your subscription, please click the following link:

{{DoubleOptInButton}}

Best regards,
{{SenderFirstname}} {{SenderLastname}}

Template: Webinar Reminder

The access link {{LandingpageLink}} directly follows the description, thus fulfilling the rule for plain text emails.

Your booked webinar “{{WebinarTitle}}” starts on {{WebinarDate}} at {{WebinarTime}}.

To enter the webinar room at the specified time, please click the following link: {{LandingpageLink}}

I look forward to seeing you!

Best regards,
{{SenderFirstname}} {{SenderLastname}}

Template: Post-Webinar Follow-Up

The link {{LandingpageLink}} is clearly contextualized by the preceding sentence.

{{Salutation}}

Thank you for participating in my webinar “{{Webinartitle}}”. You can find all further information about the webinar here: {{LandingpageLink}}

If you enjoyed it, I would be delighted to welcome you to one of my future webinars.

I look forward to seeing you!

Best regards,
{{SenderFirstname}} {{SenderLastname}}

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