IdRelay
EN
SvenskaEnglishDeutschNorsk
Request a demo

Knowledge · privacy · accessibility

Send accessible newsletters with IdRelay

Practical guidance for content more people can use

Send accessible newsletters with IdRelay

Clear headings, readable contrast and descriptive links make newsletters easier to use. Here you will find guidance for working with content in IdRelay.

The Swedish Act on the Accessibility of Certain Products and Services took effect on 28 June 2025. The requirements that apply to you depend on your business and service. Read more at the Swedish Post and Telecom Authority (PTS).

Campaign templates are built using accessible techniques to optimise accessibility. This means:

  • We check template contrast against WCAG’s colour contrast requirements.
  • We provide text options that make it easy for editors to use a correct heading structure in newsletters.
  • We use as clean an HTML structure as possible and minimise the use of tables.
  • We include markup for screen readers when producing templates.
  • We make links in campaign templates clear. Text links use a link colour and an additional indicator, such as an underline.
  • Buttons meet WCAG’s contrast requirements and are built without VML.

A checklist for newsletters with accessibility requirements

Use this checklist before sending an email to help make your content accessible to everyone.

Text:

  • Write a clear subject line.
  • Keep sentences short. Aim for 20 words or fewer per sentence.
  • Break information into short sections.
  • Replace jargon with simple words and clear language.
  • Be clear and state the purpose of the email early.
  • Use descriptive link text; avoid “click here”.
  • Structure content with a correct heading hierarchy (<h1>, <h2>, <h3>) and use paragraphs (<p> tags) rather than only line breaks.
  • Use left-aligned text.

Images:

  • Make alt text descriptive and explain what the image shows.
  • Avoid images containing only text unless absolutely necessary.
  • If an image contains important text, make sure the alt text conveys its message.

Accessibility tools

Tools and browser extensions can help you regularly check your work against accessibility requirements.

Common browser tools and extensions:

  • axe DevTools — A popular extension that provides detailed insights into accessibility issues on your page and integrates with developer tools in Chrome and Firefox.
  • WAVE Evaluation Tool — Provides a visual overview of accessibility on your website. It marks errors and warnings directly on the page, making areas for improvement easy to identify.
  • Accessibility Insights — This Microsoft extension helps identify and troubleshoot accessibility issues with step-by-step guidance for resolving them.
  • Lighthouse — A built-in Chrome DevTools tool that gives an overall assessment of website performance, SEO and accessibility. It provides a quick overview and recommendations for improvement.

Remember that automated tests do not always detect every accessibility issue. Use them alongside manual checks.

WCAG guidelines also cannot be applied to email campaigns in exactly the same way as to websites. Technical limitations and differences between email clients can make full compliance difficult. Test your campaigns in the email clients and environments that matter to your recipients. Contact us if you need help planning your checks.

Contrast checks:
https://webaim.org/resources/contrastchecker/
https://accessibleweb.com/color-contrast-checker/

More information about accessibility

WCAG:
https://www.w3.org/WAI/standards-guidelines/wcag/

Stiftelsen Funka:
https://stiftelsenfunka.org/se/

Accessibility strengthens your communication

This guide focuses on how to create accessible email campaigns rather than why. However, accessibility is about more than meeting legal requirements: it also improves the experience for all recipients. Following these recommendations makes your communication more inclusive, clearer and more effective.