Newsletters

Key accessibility considerations

Structure

Make sure your newsletter has a clear, consistent structure that helps readers find the information they need.

• Use a clear, descriptive subject line, such as Upcoming student events: careers workshops, open days and social activities.
• Use meaningful headings and subheadings to break up your content into manageable sections.
• Put the most important information at the top of your newsletter.
• Use a consistent layout and clear calls to action throughout.
• Make sure your newsletter is easy to read on mobile devices.

Clear language

Follow the guidance in the Copywriting Toolkit to make sure your newsletter copy is clear and accessible.

• Use plain English, short sentences and familiar words.
• Avoid unnecessary jargon and explain acronyms. Use full names for Queen Mary services, departments and platforms, particularly when writing for external audiences.
• Keep paragraphs concise and easy to scan.
• Write in a friendly, direct way and focus on what your readers need to know or do.

Links

Follow the same principles for accessible links as you would on a webpage.

• Use descriptive link text, such as “Register for the event”, rather than just “Click here”.
• Make sure links explain where they go or what action they perform.
• Check that all links work before sending your newsletter. It can be helpful to ask somebody else to check them for you.

Images

Follow the same principles for accessible images as you would on a webpage.

• Add meaningful alternative text to informative images and mark decorative images as decorative, where your newsletter platform supports this.
• Include important information in the email text, not just in images. For example, if you use an infographic, include the information it communicates in the body of your email.
• Use sufficient colour contrast and don't rely on colour alone to communicate meaning. Find out more about Queen Mary colours.
• Make sure text is readable against its background, particularly when using text over images.

Newsletter platforms

Accessibility features vary between newsletter platforms. Some platforms may not support features such as meaningful headings, alternative text or decorative image settings. Use the accessibility features available in your newsletter platform wherever possible.

If you are unsure whether your platform supports a particular feature, contact the Content and Brand team for advice.

Before you send

• Check that your newsletter is easy to read and navigate.
• Check that links work and images have appropriate alternative text or are marked as decorative.
• Check that your newsletter is readable on mobile devices.
• If possible, test your newsletter on different devices and ask somebody else to review it.