Transactional: Accessibility in Emails Strategies for France Businesses Using Clay and Klaviyo

Apr 24, 2025

In France, where tech meets tradition, a new kind of sophistication is emerging in email marketing accessibility in emails.

It's not just about fonts or colors; it's about inclusion. If your emails don’t speak to everyone, you’re not really speaking at all. This isn’t a mere design choice, it's a business strategy.

And guess what? France-based companies are starting to get it. With tools like Clay email integration and Klaviyo automation, businesses are creating emails that are not just read but felt by everyone, including those with visual, auditory, cognitive, or motor impairments.

As Frédéric Duval, a digital marketing consultant in Marseille, says, “Accessibility in emails isn't charity, it's clarity, and clarity is conversion.”

Why Accessibility in Emails is Now a Must-Have?

With one in six people living with some form of disability, consider this-your marketing emails will, on the drop, be creating huge ROI losses by not reaching properly. Accessibility in emails is not about a box being ticked; it is about competitive edge.

An Orange France B2B newsletter that became accessible, thanks to the inclusion of alt text, contrasts, and good typography, saw a boost in email engagement of 22%. The reason is simple: people understand, and they click.

Clay Email Integration

The Clay email integration is one of the most liquid tools on the French tech stack today. Clay is not simply any CRM; it's an audience intelligence designed to personalize every email touchpoint for an individual.

Let's see an example from real life:

BleuNature, a sustainable interior design firm in Bordeaux, has segmented its audience with the aid of Clay email integration based on cognitive load tolerance. Putting less jargon, adding short summaries, and voila-email engagement increased by 35%.

Not too shabby for just a tone and structure tweak, right?

Klaviyo Automation

If Clay is the brain, Klaviyo automation is the muscle. This platform has nourished untold numbers of French businesses with scaling email personalization without stressing their marketing teams.

Maison Leclair, a B2B furniture distributor in Lyon, implemented Klaviyo automation. Flows were created live according to screen reader preferences and reading rates. Encouragingly, the management of their email lists became not only more targeted, but also inclusive-anyone is able to grasp their value proposition.

The result? A 40% lift in click-through rates, and a 19% drop in the number of unsubscribes.

Email List Management

Let’s talk about housekeeping. Email list management is often treated like flossing necessary but boring. But in accessibility-focused campaigns, it's the foundation. Why?

Because knowing who’s on your list helps you shape what they see. With Clay email integration, you can track behavioral signals that indicate accessibility needs.

Combine that with Klaviyo automation, and your email flows become smarter automatically adjusting for dark mode, larger fonts, or simplified language.

Take this from Camille Roux, a digital strategist in Paris:

“We didn’t just scrub our list. We listened to it. And it spoke volumes about how to improve accessibility in emails.”

Small Changes, Massive Impact

If you think you need to overhaul everything, relax. Sometimes, small changes yield dramatic improvements. Here are 3 quick wins:

Add alt text to all images. Simple, effective, and loved by screen readers.

Use logical heading structures (H1, H2, etc.) to help assistive tech navigate.

Avoid walls of text short paragraphs = higher email engagement.

And yes, all of this can be built into your Clay email integration and Klaviyo automation workflows. Once it's done, it runs like clockwork.

Conclusion

Accessibility isn’t a sideline issue. For French businesses using Clay email integration and Klaviyo automation, it’s a frontline strategy.

Whether it's improved email list management, higher email engagement, or building genuine relationships, the numbers don’t lie.

Accessibility in emails isn’t about making compromises; it's about making connections. And the more connected your audience feels, the more they convert.

Drop us a message!

FAQ

What features in Clay email integration help make emails accessible?

Clay email integration offers segmentation and personalization tools that allow marketers to tailor emails for readers with different accessibility needs.

What are the indications that my email list requires improved accessibility?

Excessive bounce rates, low interaction, or heavy unsubscription might indicate the necessity for enhanced accessibility and wiser mailing list management.

What are the indications that my email list requires improved accessibility?

Excessive bounce rates, low interaction, or heavy unsubscription might indicate the necessity for enhanced accessibility and wiser mailing list management.