The following guides set out our digital accessibility principles for all customer-facing email communication.
All customer-facing emails must adhere to our Accessibility Standard and the principles and practices outlined in the guides below.
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Principle 1: Provide choice
Give people a choice in how they consume emails.
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Principle 2: Keep it simple
Use inclusive language that’s clear and simple to help everyone understand the email at the first time of reading.
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Principle 3: Be consistent
Use well-known design patterns or conventions to help build awareness and familiarity.
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Principle 4: Understand circumstance
Consider the needs of people with different abilities, situations, or circumstances when designing email content.
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Principle 5: Describe media
Provide equivalent and accurate alternatives for media so that people can access it in the way most appropriate for them.
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Principle 6: Allow control
Allow people to customise the display of content in a way that is appropriate for them.
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Principle 7: Build to current industry practices
Use current industry practices to ensure email clients can render emails appropriately.
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Principle 8: Accept Limitations
Understand the limitations of email clients and only agree to accept the shortcomings if emails remain functional and the content is available in full.