Informational: Accessibility in Emails Strategies for Germany Businesses Using Clay and Klaviyo

Apr 24, 2025

Let's be honest - how often do you consider whether or not everyone can view your marketing emails? If your company is like most others, the answer is most likely "not enough." However, in Germany, where digital accessibility is required by law rather than just good practice, failing to do so could cost you clients and possibly result in legal issues.

The good news? You don’t need to be an expert to fix this. By combining Clay’s smart email verification with Klaviyo’s automation, you can create emails that not only reach more people but actually convert better - without falling into the trap of risky email practices that hurt your deliverability.

Here’s how to make it happen.

Why Email Accessibility Should Be on Your Radar?

Consider receiving an email with buttons that won't click, pictures that won't load, or half of the text that is unintelligible. Isn't that frustrating? Businesses who fail to emphasize accessible email design are causing millions of individuals with disabilities to live with that every day.

In Germany, the Barrierefreie-Informationstechnik-Verordnung (BITV) requires emails (and all digital content) to be usable by everyone, including:

Visually impaired users (who rely on screen readers)
People with motor disabilities (who navigate via keyboard, not mouse)
Those with cognitive differences (who need clear, simple language)

Quick Fixes for More Accessible Emails

To enable screen readers to describe photos, use alt text.
Employ colors with a lot of contrast, such as light gray writing on white. Big no-no.
Using headers to organize text makes it easier for screen readers to navigate.
Use descriptive links instead of "click here"; instead, state the destination of the link.
Try using a keyboard alone to navigate your email to test with actual users.

Ignoring accessibility doesn’t just exclude people - it means missing out on potential sales.

The Hidden Dangers of Risky Email Verification

Ever bought an email list or used a shady "verification" tool that promised thousands of fresh leads? If so, you might be setting yourself up for trouble.

Risky email verification tactics - like bulk-uploading unvetted lists or using low-quality validation tools - can:

Destroy your sender reputation (Hello, spam folder!)
Trigger spam traps (Getting blacklisted is a nightmare)
Waste your ad spend (Sending to dead emails = money down the drain)

A Smarter Way: Clay’s Email Integration

Instead of gambling with your list, Clay helps you:

Verify emails in real-time – Catch invalid addresses before they hurt you.
Flag spam traps – Avoid getting marked as a spammer.
Enrich lead data – Get missing details like job titles or company info.

Think of it like a bouncer at a club - letting in the right people (real leads) and keeping out the troublemakers (spam traps).

Turning Leads into Customers with Klaviyo Automation

Now that your list is clean, how do you actually nurture those leads? That’s where Klaviyo’s automation shines.

1. The Welcome Series (First Impressions Matter)

Automate a friendly intro sequence – Don’t just send one email; send a mini-journey.
Make it accessible – Use clear fonts, alt text, and simple language.

2. Behavior-Based Follow-Ups (The Secret Sauce)

Trigger emails based on what people do – Open your pricing page? Send a case study.
Personalize dynamically – Use merge tags for names, past purchases, etc.

3. Re-Engagement Campaigns (Bring Back the Quiet Ones)

Win back inactive subscribers – Try a "We miss you" discount.
Test different subject lines – See what gets the best response.

The best part? You set it up once, and Klaviyo handles the rest.

Conclusion

Accessibility in emails isn’t just about ticking a compliance box - it’s about creating a welcoming, functional experience for every subscriber. When you combine the smart contact syncing of Clay email integration with the intelligent workflows of Klaviyo automation, your lead nurturing emails can be more personalized, more inclusive, and ultimately, more effective.

And if you want to avoid the trap of risky email verification, these tools have your back there, too.

In short: your emails should feel like a conversation, not a lecture. Make them accessible, make them human, and your audience in Germany will respond in kind.