How easy is your marketing to read? Really think about it. Because since this year, it’s not just a nice thing to check; it will be a requirement. Let’s examine what Flesch-Kincaid tests can contribute to your marketing content’s accessibility.
With new rules like the European Accessibility Act (EAA), businesses will need to prove that their digital content is accessible to all. That includes your emails, web pages, and any text you publish online.
At Spotler, we know this matters. We are working hard to improve our accessibility standards, and I was lucky enough to help co-organise the EMAS event, where Phil Newton (G2) spoke powerfully about why accessibility is not just compliance.
He stated it quite beautifully:
“Accessibility isn’t just about compliance and revenue – it’s about connection. The EAA makes it urgent, empathy makes it essential.”
So, how do you know if your marketing message is accessible? One simple way is by measuring how easy it is to read. That is where Flesch-Kincaid comes in.
What is the Flesch-Kincaid score?
Flesch-Kincaid is a readability test. It was created to measure how easy (or difficult) a piece of writing is to understand. There are two main scores:
- Reading ease: A score from 0 to 100. The higher the score, the easier it is to read. Simple, direct writing scores high. Dense, academic text scores low.
- Grade level: This tells you what school level someone would need to understand the text easily. A Grade Level of 8-10 means a 13–15-year-old can read it comfortably.
In marketing, we aim for a Reading Ease score of at least 60–70 and a Grade Level of around 7–10. That way, it is clear for everyone: busy readers, non-native speakers, people using screen readers, and those with learning disabilities like dyslexia.
Of course, we’ve put this blog to the test to see whether it matches the standard we set for ourselves:
- Reading Level: 8th–9th Grade (Standard)
- Flesch Reading Ease Score: 62.6 (0-100 scale, higher is easier)
- Flesch-Kincaid Grade Level: 7.1 (US school grade)
Why does this matter even more now?
The European Accessibility Act (EAA) will make accessibility standards like WCAG mandatory for many businesses. Phil Newton (G2) highlighted in his EMAS talk that over 99% of marketing emails failed automated accessibility checks in recent studies. That is a huge problem.
Accessibility guidelines ask us to:
- Use clear, direct language.
- Keep sentences short.
- Avoid jargon.
- Structure text with headings and lists.
But how do you know if you are hitting those goals? By measuring it. Flesch-Kincaid gives you a reliable, objective way to check if your writing is too complex.
It is not about “dumbing down” your message. It is about opening it up to more people.
How Flesch-Kincaid supports accessibility
Accessibility is not just about design (like colour contrast or font size). It is also about content. People may give up if your words are too long or complex. Or worse, they cannot understand your message at all.
People with disabilities make up around a quarter of the EU population. That includes millions with sight loss, colour blindness, cognitive or learning disabilities, and people using assistive technologies. Clearer writing helps all of them engage with your brand.
Test your copy
At Spotler, we want to help you get started. We have built a free tool that checks your Flesch-Kincaid Reading Ease and Grade Level. Just paste in your marketing copy and see instantly how accessible your text is.
It is a small, easy step, but it can make a big difference for your readers and for your compliance as the new rules arrive.
Making your marketing accessible is not just about avoiding fines. It is about being the kind of brand that includes everyone. It is about connection. Trust. Empathy.
(And yes, it is good business too)
Ready to make your content clearer? Try our free tool. And if you need help making your emails or website accessible, talk to us. We would love to help you reach everyone.
