Creating Accessible Content: Email and SMS

Email and SMS communications should be easy for everyone to read, understand and act on. Simple steps such as using clear structure and readable formatting, meaningful link text, sufficient color contrast, concise alternative text for images and accessible attachments help people using assistive technologies and improve communication for all audiences.

Use the guidance on this page to help create accessible email and text messaging content for Saginaw Valley State University.

Who Is Responsible?

• Anyone who creates and sends emails, newsletters, announcements or attachments
• Owners of official communication channels, such as email lists, text messaging tools and app notification systems
• Faculty and staff in colleges, units and departments who create or edit communications
• Vendors and partners producing or distributing messages for the university
• University offices that establish communication standards, provide support or oversee digital accessibility

What Standards Must Be Met?

University-produced, maintained or distributed electronic communications should align with the Web Content Accessibility Guidelines (WCAG) 2.1 Level AA and support the requirements of Title II of the Americans with Disabilities Act (ADA).

What to Do

Use the following best practices to help ensure your email and SMS messages are accessible to all users.

Email

1. Structure and formatting: Use short paragraphs, real headings and lists to organize content. Use live text whenever possible instead of placing important information inside an image.
2. Readable type: Use clear, legible fonts and simple layouts. Keep body text large enough to read comfortably, use a clear heading hierarchy and avoid long blocks of centered text or all capital letters.
3. Images and graphics: Provide concise, meaningful alternative text for informational images. Decorative images should use empty alt text when appropriate. Do not send image-only emails.
4. Descriptive links: Use link text that clearly explains the destination or action, such as “View the fall schedule” instead of pasting a full URL or using vague phrases such as “click here.”
5. Buttons and clickable elements: Make buttons and links easy to select on both desktop and mobile devices. Leave enough space around clickable elements so they are easy to use.
6. Color and contrast: Use sufficient color contrast and do not rely on color alone to communicate meaning.
7. Attachments: Share accessible attachments only, such as accessible Word files, PowerPoint files or tagged PDFs. If that is not possible, provide an accessible web or text alternative.
8. Avoid problematic media: Avoid flashing or auto-playing media in email. Link to accessible, captioned media instead.

SMS and App Notifications

1. Text: Keep messages concise, clear and direct. Avoid jargon and uncommon abbreviations.
2. Images and graphics: Because SMS and MMS do not reliably support alternative text, include a brief description in the message or link users to an accessible webpage.
3. Links: Use short, readable links and explain what users should expect when selecting them.
4. Timing and control: Avoid sending rapid bursts of messages. Include opt-out information when appropriate and honor opt-out requests.

Support

If you need help creating accessible communications, departments may contact the Center for Excellence in Teaching and Learning (CETL) for guidance related to instructional communications and University Communications for general campus communications.

• Check accessibility while you work in Outlook
• Accessible Web WCAG Color Contrast Checker
• Email accessibility evaluation tool

Training and Resources

• Accessibility tools for Outlook
  • Improve email accessibility (video)
  • Improve image accessibility in email (video)
  • Add accessible tables and lists to email (video)
• SMS Based Communication
• Accessibility of Text-Based Communication
• Litmus: Guide to Creating Accessible Emails