Digital Accessibility: 10 key actions to implement without delay
Digital accessibility is no longer an option, it's an obligation. From June 28, 2025, the European Accessibility Act will impose new rules on companies offering digital services to consumers. However, 96% of the most visited sites remain inaccessible, and nearly 100% of HTML emails contain critical errors.
During an event organized on May 28th by Dartagnan and Warren Walter, with feedback from Babilou and SNCF Connect & Tech, a strong message emerged:
simple and concrete actions accessible to all professions can quickly make a difference.
10 key actions to make your content more accessible
1. Systematically add alternative text to images
Alternative text (HTML alt attribute) allows screen readers to describe the content of a meaningful image. It should be clear, precise, and useful, beyond a simple visual description.
Example: For a banner displaying "30% off", prefer ALT text like "Promotion: 30% off on the entire summer collection", which provides precise information.
Want to learn more about Dartagnan?
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2. Improve contrasts
Use tools like WAVE, Contrast Checker to verify the readability of your content and comply with WCAG standards.
A concrete example below:
Combining light beige and light green? Bad idea!
The contrast between these two colors is too low, making the text difficult to read.
A good contrast really makes a difference!
Here, black or dark green text on a light green or white background offers much better contrast.
3. Structure your content with hierarchical headings (h1 > h2 > h3)
This hierarchy allows screen readers to navigate easily and understand the structure of the content.
4. Avoid inaccessible CAPTCHAs
Traditional CAPTCHAs, such as those requiring "drag and drop", often pose serious obstacles for people with disabilities.
Why these CAPTCHAs are problematic:
Motor disorders: difficulty clicking, holding, and dragging precisely.
Cognitive disorders: complex instructions and visual information overload.
Visual impairments: lack of audio or textual alternatives.
Solutions: prioritize simple and inclusive alternatives, such as easy-to-understand multiple-choice questions or silent background verification systems (e.g., analysis of browsing behavior).
These methods ensure a better experience for everyone without compromising security.
5. Indicate the main language of the document with the lang="en" attribute
Adding this attribute to the <html> tag is essential for screen readers and other assistive technologies to pronounce the content correctly. Without this indication, they risk reading the text in an incorrect language, which hinders comprehension.
Good news: The Dartagnan solution automatically integrates this attribute, ensuring simplified compliance and better accessibility of your content.
6. Make your forms explicit
A poorly designed form can quickly become an obstacle for the user, especially when they don't receive precise indications about errors to correct.
Example: The absence of clear error messages often prevents understanding what needs to be corrected, generating frustration and abandonment.
Below is a form with various accessibility issues: the lack of clear indication prevents easy identification and correction of errors.
Solutions:
Indicate expected input format;
Provide explicit error messages under invalid fields.
Valid examples:
Address: 36 Rue de la Glacière, 75013, Paris.
A comma was missing between the postal code and the city.
Date: 01/04/2025.
The dots needed to be replaced with forward slashes.
7. Make your content keyboard accessible
Ensure that your entire interface can be used with the keyboard alone, testing interactions via the Tab, Enter, and Escape keys. This allows people who cannot use a mouse to easily access your content.
8. Prefer HTML text over images containing text
Emails composed solely of images are not readable by screen readers and adapt poorly to different screen sizes, especially on mobile.
Using HTML text improves accessibility and readability.
9. Add ARIA tags to structure the content
ARIA attributes (such as aria-level for headings or role="table" for tables) help assistive technologies understand the structure of your content.
At Dartagnan, these tags are automatically integrated into email components, simplifying the creation of accessible and well-structured emails.
10. Train your teams and test with the right tools
Digital accessibility is a collective challenge: to succeed, it is essential to raise awareness and train your teams (developers, designers, project managers, marketers) in best practices.
Moreover, regularly testing your sites and applications with appropriate tools allows you to quickly identify areas for improvement.
Some recommended tools for your accessibility audits:
WAVE: Chrome and Firefox extension to automatically analyze web accessibility issues.
Accessibility Insights: multi-platform tool (Windows, mobile, Chrome) for in-depth tests compliant with WCAG standards.
WCAG Contrast Checker: checks the readability of contrasts between text and background according to WCAG criteria.
Google Accessibility Scanner: to test the accessibility of Android applications.
Xcode Accessibility Inspector: Apple's tool for auditing the accessibility of iOS apps.
Investing in training and the use of these tools will allow you to ensure an inclusive user journey that complies with legal standards.
Bonus: Concrete feedback from SNCF Connect & Tech and Babilou
At SNCF Connect & Tech, major advances in accessibility:
Gradual elimination of text integrated into images, especially on backgrounds, to avoid incomplete information in alt attributes. Now, images are used only for decorative purposes.
Each email is rigorously tested with screen readers like VoiceOver and NVDA.
Adoption of the Dartagnan solution, which guarantees accessible emails from their conception.
Implementation of concrete corrections: video subtitling, clear hierarchy of titles, and use of an accessible CAPTCHA.
At Babilou, key actions following their accessibility audit:
Implementation of a high-contrast mode on the site to facilitate reading;
Non-contrasted mode
Contrasted mode
Systematic subtitling and transcription of videos for multimedia accessibility;
Clear hierarchy of titles to effectively structure content;
Adaptation of CAPTCHA to make it accessible to all users.
Today, accessibility is integrated from the briefing phase in all marketing projects. The team is trained in the use of optimized contrasts, relevant alternative visuals, and clear and explicit labels.
Example of improvement on a marketing email
Before
The first version does not respect accessibility best practices:
Text in transparent letters with black outline, difficult to read;
Centered calligraphic font, complicating quick reading;
Action button barely visible and link with non-explicit text.
After
The second version follows accessibility standards:
Optimized color contrasts for better readability;
Adapted font size for visual comfort;
Generous line spacing facilitating continuous reading;
Text in sans-serif font, left-aligned for natural reading;
Clear action button, with explicit and understandable link text.
If you're not convinced yet…
Why is accessibility a critical issue today?
101 million people in Europe live with a disability (source: Consilium)
71.5% of email opens occur on mobile, where accessibility errors are most frequent
Non-compliance with standards can cost up to €300,000 in cumulative fines
Beyond sanctions, inaccessible content creates discrimination, frustration, and loss of customers.
Why is accessibility a critical issue today?
To ensure effective accessibility, several reference frameworks should be followed:
WCAG (W3C): fundamental international standards
RGAA (France): adaptation of WCAG for public services and companies
RAAM (Luxembourg): accessibility of iOS and Android mobile applications
EN 301 549 (Europe): European standard for ICT products and services
Applying these standards is more than an obligation, it's a lever for inclusion and differentiation, especially with the arrival of the European Accessibility Act.
Conclusion: start small, but start now
You don't have to be an expert to improve accessibility. But you have a responsibility.
And most importantly, you have tools, examples, and partners to move forward.
From June 28, 2025, compliance becomes mandatory for many sectors (transport, telephony, e-commerce, banking services...). Don't wait until you're behind.
Need a helping hand?
Dartagnan guides you step by step to make your email content accessible to everyone, with simple, effective solutions that comply with standards.
Want to learn more about Dartagnan?
Dartagnan in a few words? It’s the essential tool to help you design innovative campaigns and streamline your email production process!