accessible emails using different communications channels to market strategically

Accessible Emails USING DIFFERENT COMMUNICATIONS CHANNELS TO MARKET STRATEGICALLY

Creating a Discrimination-Free Educational Environment Section 504 of the Rehabilitation Act of 1973 and Title II of the ADA protect individuals from discrimination based on a disability under any educational program or activity that receives funding or in any state government activity. These laws, as well as Section 508, apply to The Texas A&M University System because our programs and activities receive federal funding.Section 508 Source: The Texas A&M University System course Creating a Discrimination-Free Workplace in TrainTraq.

Creating a Discrimination-Free Educational Environment The Texas Commission on Human Rights Act (1983) prohibits discrimination because of race, color, religion, sex, national origin, age, genetic information, and disability. This law, as well as (TAC) 206 and (TAC) 213, apply to The Texas A&M University System because our programs and activities receive state funding.(TAC) 206(TAC) 213 Source: The Texas A&M University System course Creating a Discrimination-Free Workplace in TrainTraq.

Communication has changed through the years due to innovation Drawings on walls, stone and other materials Mail / Postal serviceTelegraphTelephoneRadioTelevision Beginning of recorded history550 BC1790s189019201946 Graphics, hieroglyphics, textGraphics, textTextAudio Audio, graphics, video Travel to location, local groupDelivery to person Device to personDevice, local to global Extremely slowVery slowSlowFastFast (if you have signal) EmailBulletin Board SystemsListservWorld Wide WebBlogsSocial Media (i.e., Friendster) 196619781986199019992002 Text first, later graphics as well as attachments Text and textual (ANSI) graphics first, later graphics Text first, later graphics as well as attachments Audio, graphics, text, video Device to person or group, local to global Device to group, local to global Device to group, global Originally slow, but now very fast (also depending on signal) Fast (depending on signal) *Not a comprehensive listing of communications channels

Marketing strategically to convey a message Each channel has its strengths and weaknesses. They should not be used the same way with the same content. They cannot convey the same message or have the same purpose. Not all channels can fit all the content about an announcement or event. For print media (drawings and text on a material), content has to be rearranged depending on the dimensions of the media. Images must be resized, moved, removed, or readjusted for the space. Text must be resized, moved, removed, or rewritten for the space.

Print Media comes in many sizes or channels BillboardPosterFlyerLetterPostcard Extremely LargeSomewhat LargeMediumSmallExtremely Small Typically larger widthTypically larger height Typically larger width Drive PastWalk PastWalk Past or Delivered (and Hold in Hand) Delivered, Hold in Hand You must come near it You must come near it or receive a delivery You can receive a delivery RegionalLocal to regionalLocalPersonal, IntimatePersonal Large announcements or events EventsAnnouncements or events Important information or personalized events Announcements or events Smallest amount of text, large font, must be memorable Medium amount of text, large and medium font Medium amount of text, medium and small font Largest amount of text, typically small font Small amount of text, medium and small font *Not a comprehensive listing of print media

Print Media or the Flyer Print media is used at a physical location. For example, people must walk up to a flyer or hold it in their hands to view it. Print media is static ; it does not change based on interactions and has no animated parts (unless through mechanical operations). Print media has a permanent layout ; it does not change dimensions, but there is great flexibility in design. Design is only limited by the company printing it and the materials available to print on (i.e., number of colors, dullness to shininess, thickness of fonts).

Electronic Media comes in many channels, too Digital SignageWebEmail USED TO BE: Large to extremely large NOW: Comes in many sizes USED TO BE: Somewhat large for desktop computers NOW: Comes in many sizes Drive Past, Walk PastSitting, Walking You must come near itIt comes to your device LocalGlobalPersonal, Intimate Announcements or events Announcements or events, sometimes personal Smallest amount of text, large fontMedium amount of text, large and medium font Medium amount of text, medium and small font Depending on location and device, can have interaction (selectable content that does something). Always has interactive functionality. *Not a comprehensive listing of electronic media

Electronic Media or the Email Electronic media is viewable on multiple: Devices Operating Systems Browsers Email Clients Screen Sizes However

Content does not appear the same! Color Devices/clients may show the same colors differently. Colorblind users may not be able to see all colors legibly. Visually impaired users may have their own color set that must overwrite your choices, so they can see the information. Devices/clients may not respect color choices because they are limited to a certain number or only one.

Content does not appear the same! Size Devices/clients display content at different sizes, which can require scrolling or zooming in to view the content. Horizontal scrolling is frustrating for users with motor function disabilities. Text on images do not wrap on any screen. Images of text do not improve legibility by zooming in for the visually impaired because the text is a part of the image, not separate from the image as highlightable (the ability to copy and paste). Join us to celebrate Alissa Elizabeth Mitran

Content does not appear the same! Interaction It is impossible to highlight text off an image and paste it into a calendar event. You must type it all out which is a burden for many users with or without impairments or disabilities. If there is information to link to on an image, the image has to be broken into pieces to add specific links, and those images will wrap differently on each device/client. Join us to celebrate Alissa Elizabeth Mitran as she performs her senior recital in voice on May 5th, at 2pm. Light fair to follow. At 521 Milford Road, Teaton, TX RSVP 541-290-4561

Content does not appear the same! [cid:[email protected]] Images, in general The blind cannot view images, in general, unless there is alternative text provided. Some devices/clients will not load images at all. This includes clients that do not trust the source of the email or dont display them by default. Some devices/clients will not load images in areas with low internet signals. If images take too long to download because they are too large, users will not see them because they give up and move on to the next email (sometimes deleting yours).

Universal Design : Creating an accessible email For all users and all abilities (e.g., blind, colorblind, deaf, paralyzed) For all devices (e.g., desktop, mobile phone, tablet) For all email clients (e.g., Outlook, Gmail, Hotmail)

Why is it important to design for universal usage ? Top 10 Email Clients Used from 1.1 Billion Email Opens During February 2015 Source: emailclientmarketshare.com

How to improve your engagement with accessible email Give yourself enough time: Plan ahead! All messages should support a strategy that utilizes each channel appropriately If you are collaborating and have little graphical experience, encourage the designer of your marketing materials to provide you with different content to support the different channels you want to use If you have graphical experience (and the software to edit it), ask for the original document (not a scanned or flat image), so you can organize the content depending on each message you want to convey or focus on

How to improve your engagement with accessible email The essentials 1. Subject Line (the front line, before any email is actually read) 2. Links (with appropriate and engaging verbiage, calls-to-action) 3. Text (can be styled and highlightable with the ability to be copied/pasted into another app) 4. Graphics (used in moderation and always with alternative text) 5. Attached Documents (when necessary and appropriate)

Senior Voice Recital Join us to celebrate Alissa Elizabeth Mitran as she performs her senior recital in voice May 5th, at 2pm Light fair to follow. 521 Milford Road, Teaton, TX RSVP 541-290-4561 Add to your calendar! How to improve your engagement with accessible email Create an engaging subject line Most users will not be able to see the content of your email when they see it in their inbox, so you need to find a way to make them select your email for further viewing. Avoid generic subjects and consider the following from their point of view: Why should I care about this? What makes this stand out or unique? How does it benefit me? Who/what is this about?

Senior Voice Recital Join us to celebrate Alissa Elizabeth Mitran as she performs her senior recital in voice May 5th, at 2pm Light fair to follow. 521 Milford Road, Teaton, TX RSVP 541-290-4561 Add to your calendar! How to improve your engagement with accessible email Avoid using clickbait Clickbait is content that sensationalizes to attract more users to select content they may not normally access, and more times than not, it falsely advertises what the users will actually experience. It ruins trust with your audience discourages viewership increases the chance of your emails being deleted immediately Examples: This politician has had it and restores my faith in humanity The situation looked bleak, but its not what you think This student wasnt going to graduate, but then this happened

Senior Voice Recital Join us to celebrate Alissa Elizabeth Mitran as she performs her senior recital in voice May 5th, at 2pm Light fair to follow. 521 Milford Road, Teaton, TX RSVP 541-290-4561 Add to your calendar! How to improve your engagement with accessible email Make it easy to add to a calendar You got them to select the email, but if they like the event, can they add it to their calendar? Make event info textual. Copy and paste is easier than typing it out. Mobile devices will assist when there appears to be an event and provide links to automatically include some of the content into your calendar. Link text or graphics to the event on the Online Calendar. All the content can be added to someones Outlook or mobile device calendar with only a few selections no typing whatsoever.

Why use our Online Calendar System ? Extended event details in event description Social media marketing Reminders and event update notifications Quick add to my calendar option to desktop and mobile calendars Potential to add image of poster/flyer Links to registration applications * Links to further information * : agendas, maps, parking waivers, brochures Potential Tarleton homepage coverage * Potential calendar highlight coverage * Embed a calendar feed specific to your area on your website* * Contact Web Services for assistance and approval of content.

Senior Voice Recital Join us to celebrate Alissa Elizabeth Mitran as she performs her senior recital in voice May 5th, at 2pm Light fair to follow. 521 Milford Road, Teaton, TX RSVP 541-290-4561 Add to your calendar! How to improve your engagement with accessible email Make it easy to add to a calendar You got them to select the email, but if they like the event, can they add it to their calendar? Make event info textual. Copy and paste is easier than typing it out. Mobile devices will assist when there appears to be an event and provide links to automatically include some of the content into your calendar. Link text or graphics to the event on the Online Calendar. All the content can be added to someones Outlook or mobile device calendar with only a few selections no typing whatsoever.

Senior Voice Recital Join us to celebrate Alissa Elizabeth Mitran as she performs her senior recital in voice May 5th, at 2pm Light fair to follow. 521 Milford Road, Teaton, TX RSVP 541-290-4561 Add to your calendar! How to improve your engagement with accessible email Make link text meaningful Why select that link? Give your audience a reason that doesnt require reading the text around it to get the context of your link. Use a call-to-action Are they signing up for something? Is it a form? Is it an event listing? A document? About what? Remove ambiguity Dont use more info, here, or other generic words and phrases Remove actions to select the link Not every device allows you to click, tap, double tap, wink, blow, hit, or swipe to select. Let the user choose.

Senior Voice Recital Join us to celebrate Alissa Elizabeth Mitran as she performs her senior recital in voice May 5th, at 2pm Light fair to follow. 521 Milford Road, Teaton, TX RSVP 541-290-4561 Add to your calendar! How to improve your engagement with accessible email Make sure links are easy to select They are interested in your content! Let them have at it, but dont make them work too hard to get at it or they will give up entirely. Make links/buttons large enough to select without accidentally selecting a different link/button (Fat Finger Friendly or F 3 ) Do not make someone retype a link, causing an undue burden for your audience If you mention that you have social media, provide the specific links to your social media content do not make your audience hunt it down

Never use QR codes in electronic media, only print media A QR code is like a bar code, but you can scan it with a device that has: a camera an app to interpret the QR code internet access available in the location where it is being scanned time to scan the QR code completely for the app to interpret It is essentially a link which can go to a form, a web address, an app, a phone number, an email address or anything else that is linkable. However, you cannot scan a QR code inside an email: Email is typically viewed on a screen that is opposite of where the camera is located to scan it. In an email, use a link instead of a QR code

Senior Voice Recital Join us to celebrate Alissa Elizabeth Mitran as she performs her senior recital in voice May 5th, at 2pm Light fair to follow. 521 Milford Road, Teaton, TX RSVP 541-290-4561 Add to your calendar! How to improve your engagement with accessible email Textual information can be pretty, too Text is not required to be black in Times New Roman on a white background in 12pt. Thats just one option. Change font families (typefaces). Use an email friendly font. These common fonts are available on almost all devices/clients. Avoid frilly, script looking fonts as they are hard to read. Change font sizes. Dont go less than 12pt. Use in different sizes in moderation; focus on the important pieces. Change colors. Make sure there is a good color contrast. Avoid red / black, low contrast colors (e.g., purple / black ), complementary colors (e.g., red / green ).

Why are frilly, script looking fonts (as well as other fonts) inaccessible? Your eyes constantly scan the text in front of you to determine patterns from symbols to form meaningful relationships, whether you have a low vision disability, a reading disorder, or no impairment at all:low vision disabilityreading disorder Problems recognizing character patterns due to font family (typeface) choice Is it an l or an I or a 1? Is it l or I or 1 ? Is it l or I or 1 ? L : Is it a T or an L? L or L : Is it an I or an L? L : Is it a Y or an L? Problems recognizing separate characters due to proximity and font family choice li could look like an uppercase or lowercase U because the letters are close enough together Problems recognizing words putting all the characters together With character location, spacing, and font choice all put together, you can have some confusing, if not embarrassing, results.some confusing, if not embarrassing, results Sources: webaim.org, uxmovement.com, and www.yousuckatmarketing.com

Email Friendly Fonts (PC) Arial Arial Black Book Antiqua Comic Sans MS Courier New Impact Georgia Lucida Console Lucida Sans Unicode Palatino Linotype Tahoma Times New Roman Trebuchet MS Verdana Symbol Wingdings Webdings

Email Friendly Fonts (Mac) Arial, Helvetica Arial Black, Gadget Comic Sans MS Courier New Geneva Impact, Charcoal Lucida Grande Monaco New York Palatino, Book Antiqua Times Trebuchet MS Verdana Symbol Webdings Zapf Dingbats

Senior Voice Recital Join us to celebrate Alissa Elizabeth Mitran as she performs her senior recital in voice May 5th, at 2pm Light fair to follow. 521 Milford Road, Teaton, TX RSVP 541-290-4561 Add to your calendar! How to improve your engagement with accessible email Yes, you can add images; just use them in moderation Keep in mind not all devices/clients (as well as users) will be able to see them, so you need to provide alternative text which will appear where the images would have been. Keep it simple and to the point. Dont write a novel. You are limited to about 100 characters of alternative text. Dont repeat that it is an image, logo, or picture of anything. Keep it within the context of the message. Not every detail is required if it does not amplify the information already given in text. Make sure mood and atmosphere that a visual user sees/feels is also conveyed in the alternative text (i.e., happy about what, proud due to what circumstance).

Senior Voice Recital Join us to celebrate Alissa Elizabeth Mitran as she performs her senior recital in voice May 5th, at 2pm Light fair to follow. 521 Milford Road, Teaton, TX RSVP 541-290-4561 Add to your calendar! How to improve your engagement with accessible email Some images should not be used If the user is missing any information because it is contained in the image, it may be better to avoid using an image with alternative text at all and use text instead. Take advantage of lists. If you have a lot of information that can be organized in lists, use ordered (numbered) or unordered (bulleted) list functionality of your email client. Avoid using punctuation (i.e., *, -, +) to denote a list item as these are interpreted incorrectly by screen readers. Take advantage of tables. If your have a really huge schedule of events that is better in a table, use the table functionality of your email client. Copy and paste from Office documents into the email client, and add or remove color/styles, adjust columns/rows, and remove unwanted items/table cells where necessary.

Senior Voice Recital Join us to celebrate Alissa Elizabeth Mitran as she performs her senior recital in voice May 5th, at 2pm Light fair to follow. 521 Milford Road, Teaton, TX RSVP 541-290-4561 Add to your calendar! How to improve your engagement with accessible email Some images should not be used Dont repeat image text content already in the text of the email message. Your audience may think you are insulting their intelligence by repeating yourself as though they didnt get it the first time. Repetition looks unprofessional. Universal design is relaying a message once by providing all the necessary components to look seamless. If it has more than 200 characters worth of text, dont include the full image. Crop the image to show main theme or idea. Remove extra text on the image that will be (and should be) textual in the message. When images are used: always, always, always provide alternative text !

Senior Voice Recital Join us to celebrate Alissa Elizabeth Mitran as she performs her senior recital in voice May 5th, at 2pm Light fair to follow. 521 Milford Road, Teaton, TX RSVP 541-290-4561 Add to your calendar! How to improve your engagement with accessible email Add attachments to your email only when appropriate Do add an attachment if they need to fill out a form they need to print something out they are being asked to promote it (physically post it) to others in their area Do not add an attachment if the file is incredibly large (10 MB is our limit, but it should not be abused ideally, dont go over 1 MB) the information can be found or linked to on the Tarleton website it does not provide further information than the main email content it is not in a compatible file type (e.g., Adobe Acrobat is cross- browser/device compatible)

Good example of an accessible email Engaging subject line Text is highlightable (can be copied/pasted into a calendar) Uses various colors and font sizes in moderation Provides links Note: Do not use the web address as the text for the link as each letter is read by the screen reader (they dont always know where they are going based on the address) Engaging small image Image has appropriate alternative text Spring Job Fair Mentions the sponsors

Good example of an accessible email Engaging subject line Text is highlightable (can be copied/pasted into a calendar) Uses various colors, fonts and font sizes in moderation Note: Be careful about formatting. The unordered (bulleted) list here is slightly off depending on screen size due to over-aligning for a particular screen size. Engaging small image Image has appropriate alternative text Job search

Good example of an accessible email Text is highlightable (can be copied/pasted into a calendar) Uses various colors, fonts and font sizes in moderation Provides links Note: If you have multiple events linked to a calendar (repeated text for links), find a way to differentiate them (i.e., Mark Summer Camp Job Fair in your calendar!) Engaging small image Image has appropriate alternative text This week's events & opportunities

Contact Web Services for the official Tarleton email templates One column email templateTwo column email template

More information about accessibility of electronic & information resources www.tarleton.edu/accessibility *Email follows the same accessibility standards as websites.

Electronic & information resources accessibility coordinator EIR (Electronic & Information Resources) Accessibility Coordinator EIR (Electronic & Information Resources) Accessibility Coordinator Karole Schroeder 254-968-1819 [email protected]

Electronic & information resources accessibility coordinator duties All need to be reviewed for accessibility compliance: Web Applications and Software: Website, Email, TexanSync, Mobile Apps Software Applications : Microsoft Office and Outlook, Adobe Creative Suite Operating Systems : Windows, Mac, Android Telecommunications : Phones Videos/Multimedia: YouTube, Vimeo Self Contained : Copy/Fax Machines, Laboratory Equipment Desktop/Portable/Mobile Computers : iPad, Microsoft Surface *Not a comprehensive listing of electronic & information resources