Digital accessibility: How companies successfully implement the BFSG

With the entry into force of the Accessibility Improvement Act (BFSG) on June 28, 2025, the topic of accessibility is coming into focus for many companies. The law requires companies to make digital products and services accessible in order to make them accessible to people with disabilities. But what does this mean specifically for companies, and how can email communication in particular be made accessible?


WHY ACCESSIBILITY?

Accessibility is not only a legal requirement, but also an essential part of inclusion and social responsibility. In a digitized world, accessibility means that all people, regardless of their physical or mental abilities, have access to information and technology. Screen readers, which are often used by people with visual impairments, are an example of technologies that enable accessibility. These programs translate digital content into speech or braille and help users to navigate websites or emails.


THE LEGAL FRAMEWORK: THE ACCESSIBILITY ACT (BFSG)

The BFSG transposes EU Directive 2019/882 (European Accessibility Act) into national law. It requires the accessibility of products and services in numerous areas, including:
• Online shops
• Apps and software
• Email services
• Electronic payment systems
For companies, this means that they must adapt their digital offerings accordingly by June 2025. Non-compliance can result in severe penalties and also cause damage to a company's image.


WHY COMPANIES SHOULD ACT EARLY

Implementing accessibility is a comprehensive undertaking that requires time and resources. Companies that start planning and implementing accessibility early will benefit from
• competitive advantages: accessible offers can be a unique selling point that delights customers.
• Legal certainty: Taking action early on minimizes the risk of penalties and legal disputes.
• Sustainable planning: Accessibility can be implemented better and more efficiently if it is integrated into processes from the outset.


MAKING EMAILS ACCESSIBLE

Emails play a central role in customer communication and must therefore be accessible. Here are some best practices:
• Alt texts for images: Describe images with clear and precise alt texts so that screen readers can play this content.
• Clear structure: Use headings, paragraphs and lists to make the content logical and easy to navigate.
• Pay attention to contrasts: Ensure that the text is easy to read by choosing sufficient contrast between the font and background.
• Logical content structure: Use meaningful HTML tags and avoid nested tables that are difficult for screen readers to interpret.
• Use simple language: Formulate content in an understandable way and avoid technical jargon.
• Use responsive design: Ensure that your emails display well on different devices and screen sizes.


ADDITIONAL TIPS FOR ACCESSIBLE DIGITAL COMMUNICATION

Accessibility doesn't end with emails. Companies should develop a holistic strategy that encompasses all digital touchpoints:
• Websites: Use accessibility standards such as the Web Content Accessibility Guidelines (WCAG) to ensure that your website is accessible to all users.
• Apps: Take accessibility features into account, such as VoiceOver (iOS) or TalkBack (Android).
• Documents: PDFs and other documents should be created in an accessible way, with the correct tag structure and readable content.


THE ADVANTAGES OF ACCESSIBLE EMAILS

• Increase reach: Accessible emails reach more people, including those with disabilities.
• Legal certainty: Companies fulfill the requirements of the BFSG and avoid penalties.
• Strengthening customer loyalty: Accessibility shows that a company thinks and acts inclusively - an important factor for brand perception.
• Innovative ability: Accessibility promotes creative solutions and improves user-friendliness for everyone.


CONCLUSION

Implementing accessibility is a challenge, but it also offers companies an opportunity to position themselves as progressive and responsible. The BFSG makes accessibility mandatory - and that benefits us all. Companies that act early not only secure legal advantages, but also the loyalty of a broader target group.

ELAINE technologies GmbH
Zanderstraße 7
53177 Bonn
pr@elaine.io

Elaine is a powerful customer engagement platform that enables companies to efficiently implement personalised and automated omnichannel marketing. It allows them to optimise customer experiences in a targeted manner, increase customer value in the long term and reduce acquisition and marketing costs at the same time. Elaine thus makes a decisive contribution to achieving measurable results and creating an outstanding customer experience.

With advanced capabilities such as AI-driven multivariate testing and micro-app emails, Elaine enables companies to compete and grow in a highly competitive market.

Elaine is certified by TÜV Rheinland throughout the company in accordance with the international standard for IT and data security ISO/IEC 27001 and is ISO/IEC 27018 compliant. Elaine is one of the first martech platforms to be Scope 3 climate neutral.

ELAINE technologies GmbH was founded in 2005 as artegic AG and has been part of Entirely by DuMont since 2022. With more than 500 employees at seven locations, Entirely is a group of marketing technology companies that supports companies in achieving marketing excellence with an innovative best-of-breed approach.

This release was published on openPR.