Brand perception is everything. Every email you send is a direct reflection of your company’s values, commitment to inclusion, and attention to detail. But what if your emails are excluding a portion of your audience without you even realizing it?

For CEOs, CMOs, and marketing leaders, accessibility isn’t just a checkbox. Accessibility is a brand reputation issue. If your emails don’t work for all of your potential customers, students, and decision-makers, what does that say about your company? (Spoiler alert: It’s not good.)

Reputation Risks of Ignoring Accessibility

Big brands have learned this lesson the hard way. Many companies have faced lawsuits for failing to meet digital accessibility standards. These include Domino’s Pizza and Beyoncé’s website. A 2023 lawsuit against HR software giant Workday highlighted the growing legal risks for businesses that neglect accessibility. And while lawsuits are one consequence, the bigger risk is losing trust and credibility. And let’s be honest, nobody wants their brand name trending for the wrong reasons.

Schools, training programs, and institutions in EdTech want accessibility from vendors and partners. If your emails fail to meet these expectations, you risk being disqualified from major contracts. You’ve lost business before you even get to the negotiation table.

Buyers now prefer partners who share their Diversity, Equity, and Inclusion (DEI) values. A digital learning company focused on accessibility shows it is reliable, innovative, and inclusive. For instance, an online learning platform improved its email marketing to be fully accessible. They enhanced color contrast, added alt text, and structured content for screen readers. The result?

• 30% rise in email engagement.
• Improved reputation in corporate training.
• Notable increase in contract approvals from institutions focused on accessibility.

Now, that’s a win.

The Employer Branding & Employee Hiring

Accessibility isn’t just about customer perception. It directly impacts your ability to attract and retain top talent. Workers, especially in mission-driven fields like learning technology, want to join companies that share their values. If your marketing and communication aren’t accessible, it raises bigger cultural red flags about your company. Basically, it’s like saying “We value diversity” with a neon sign while tripping over your own inclusivity efforts.

Companies with strong accessibility initiatives see tangible benefits. A 2022 report from the World Economic Forum showed that companies focusing on digital accessibility see a 28% boost in employee retention. They also enjoy 30% more engagement in recruitment efforts. Additionally, these companies:

• Attract top-tier candidates who value inclusion.
• Enhance internal culture, creating a workplace where all employees can engage effectively.
• Prevent PR issues by proactively demonstrating their commitment to diversity and accessibility. (And let’s be real, nobody wants to be the next accessibility scandal.)

A Future-Proof Brand is an Accessible Brand

EdTech is built on the foundation of learning and inclusivity. If your marketing, including email campaigns, isn’t accessible, is your company truly living up to that mission?

• Millennials and Gen Z expect accessibility by default. They won’t tolerate brands that fail to meet these standards. (They’ll call you out on social media faster than you can say ‘unsubscribe.’)
• Accessibility compliance is evolving. The European Accessibility Act, set to take full effect in 2025. It will require digital communications, including emails, to meet specific accessibility standards. Companies that fail to comply risk not only legal consequences but also exclusion from key markets.
• Digital accessibility will impact purchasing decisions. Institutions and enterprises are integrating accessibility into their vendor selection processes. You do not want to be the vendor that gets left behind.

Brands that focus on accessible email marketing and communication will gain loyalty, trust, and a strong edge for the future. A 2023 WebAIM study shows that companies with accessible digital communication enjoy an 18% boost in customer retention. They also see a 23% rise in email open rates. This proves that accessibility is both ethical and profitable. Who doesn’t want higher open rates?

The Bottom Line: Trust, Growth, and Long-Term Success

An inaccessible brand is a risky brand. The best companies recognize that accessibility is a growth opportunity, not an obstacle.

• Inaccessible emails don’t just block engagement, they erode trust. Customers who feel excluded are less likely to engage with your brand long-term, reducing retention rates and lifetime value.
• Trust drives revenue. Customers, partners, and employees prefer brands that prioritize inclusion. Companies that implement accessibility see up to a 20% increase in engagement and loyalty.
• The market is shifting. The companies that adapt now will be the ones leading the industry tomorrow. Regulatory requirements are tightening. Organizations that ignore accessibility may find themselves at a competitive disadvantage.

So, the real question is: How does your brand’s communication reflect its commitment to inclusion?

Let’s make accessibility a core part of your email marketing strategy. The future of EdTech belongs to brands that are built for everyone.