Guideline: Barrier-free texts and links in emails

Updated May 8, 2026

In order to meet legal accessibility requirements (BFSG) and ensure that your messages reach all recipients, clearly understandable texts and correctly formatted links are essential. This guide summarizes the most important rules so that your email communication is accessible to everyone.

Rule 1: Links in plain text emails

In emails that are sent without HTML formatting, the link must always be directly and uninterrupted in connection with its description. It must never be separated from the explanatory text by a line break.
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‍Why is that important? This is the only way for users of reading software (screen readers) to establish a clear connection between the call to action and the link. A separation by a line break breaks this logical connection.

‍Right: The link immediately follows the description on the same line.

At the specified time, click on the following link to enter the webinar room: https://ihr-link-zum-webinar.de/...

Wrong: The link is separated from the description by a line break.

At the specified time, click on the link below to enter the webinar room: https://ihr-link-zum-webinar.de/...

Rule 2: Use descriptive links in HTML emails

In HTML-formatted emails (e.g. newsletters), it is crucial that the clickable text itself clearly describes the purpose or destination of the link. General phrases are not meaningful and should be avoided.

‍Why is that important? Many screen reader users navigate by jumping from link to link. A precise link text immediately reveals what happens when you click. Phrases like “click here” are useless because they provide no context.

‍Right: The clickable text describes the action or goal precisely.

<a href="...">Join the webinar now</a>
<a href="...">View more information about product X</a>
<a href="...">Download the full agenda as a PDF</a>

Wrong: Avoid meaningless, general phrases.

<a href="...">click here</a>
<a href="...">More</a>

Not ideal either: Formulations that only unnecessarily prolong the problematic phrase.

<a href="...">Click here to join the webinar</a>

General principles for every email

These principles apply universally and improve the comprehensibility and accessibility of any type of communication:

Simple and clear language: Make it clear. Avoid unnecessarily complex sentences and jargon wherever possible.
Precise subject line: The subject should summarize the content and purpose of the email in a meaningful way so that recipients can immediately classify the message.
Clarity and consistency: Avoid conflicting information (such as two different links for the same action) This creates confusion and can severely impair usability.

Practical examples: barrier-free standard templates

The basic technical settings for accessibility have already been implemented for you in our systems. The following revised templates serve as an example of the correct implementation of the content. Please also check your own templates for errors.

‍Template: Double Opt-In

‍Here is the placeholder

used for a button or link with descriptive text (e.g. “confirm registration now”).

{{Salutation}}

Thank you for your interest in our newsletter. To confirm your subscription, please click on the following link:

{{doubleOptinButton}}

Best regards
{{senderFirstName}} {{senderLastName}}

Webinar reminder template

‍The access link

{{landingPageLink}}

Follow the description here directly and thus meets the rule for plain text emails.

Your booked webinar “{{webinarTitle}}” starts on {{webinarDate}} at {{webinarTime}}

When appropriate, click on the following link to go directly to the webinar room: {{landingPageLink}}

I'm looking forward to seeing you!

Best regards
{{senderFirstName}} {{senderLastName}}

Template: Follow-up after the webinar

‍The link

is clearly contextualized by the previous sentence.

{{Salutation}}

Thank you for attending my webinar “{{Webinartitle}}.” All further information about the webinar can be found here: {{landingPageLink}}

If you enjoyed it, I would be delighted to welcome you to one of my other webinars as well. I look forward to seeing you!

Ich freue mich auf Sie!

Best regards
{{senderFirstName}} {{senderLastName}}