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 inaccessible emails? Then you are excluding a portion of your audience without you even realizing it.

For CEOs, CMOs, and marketing leaders, accessibility isn’t just a box to check. It’s important for brand reputation. 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. Domino’s Pizza and Beyoncé’s website are among those sued for not meeting digital accessibility standards. A 2023 lawsuit against HR software company Workday highlights the growing legal risks for businesses that ignore accessibility. Lawsuits are one consequence, but the bigger risk is losing trust and credibility. And let’s be honest, nobody wants their brand name trending for the wrong reasons.

Schools, corporate training programs, and EdTech institutions need vendors and partners to ensure accessibility. If your emails fail to meet these expectations, you risk being disqualified from major contracts. Even before you get to the negotiation table!

More than ever, buyers are choosing partners that align with their Diversity, Equity, and Inclusion (DEI) commitments. An EdTech company that focuses on accessibility shows it is reliable, innovative, and inclusive. Consider an e-learning platform that improved its email marketing for accessibility. They enhanced contrast, added alt text, and organized content for screen readers. The result?

• 30% more email engagement
• Improved reputation in corporate training
• More contract approvals from institutions focusing on accessibility

Now, that’s a win.

The Employer Branding & DEI Connection

Accessibility isn’t just about customer perception. It directly impacts your ability to attract and retain top talent. Employees, especially in fields like EdTech, prefer to work for companies that align with their values. If your marketing and communication lack accessibility, it signals larger issues with your company’s Diversity Equity and Inclusion efforts. 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 by the World Economic Forum showed that companies that prioritize digital accessibility enjoy a 28% increase in employee retention. They also enjoy 30% more engagement in recruitment. 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, 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, and you do not want to be the vendor that gets left behind.

Brands that invest in accessible email marketing and communication strategies today will build loyalty, trust, and a future-proof competitive advantage. According to a 2023 WebAIM study, companies that implement accessible digital communication see an average 18% increase in customer retention. In addition, they see a 23% improvement in email open rates. This proves it, accessibility is not just ethical but also 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 also erode trust. Customers who feel excluded are less likely to engage with your brand long-term. This reduces your retention rates and customers’ lifetime value.

Your Brand’s Accessibility Strategy Sends a Message. Is it the right one?

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.

The key question is: How does your brand show its commitment to inclusion in its communication?

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