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Should you use an <h1> in email code?

• A thorough investigation by Mark Robbins, looking at the state of webmail across a dozen different providers.
• 60% of screen reader users prefer pages containing just one <h1> with the document title, whereas 33.3% prefer two <h1> headings, for the site name and the title.
• Given a preference for one <h1> tag per page, the question is: should you include a <h1> in the emails you send people, or would that conflict with a <h1> that already exists in the webmail client? In other words, when viewing an email on gmail.com, how many <h1> tags are there?
• Mark found that most webmail clients don’t add a <h1> to the page when viewing an email. I verified this by opening an email on gmail.com and inspecting the subject line, which is marked up as a <h2>. A couple of webmail providers do include a <h1> in the page, but their market share is low, and leaving out <h1> tags would do more harm to the many users of the other webmail clients.
• Mark’s advice is to therefore include a <h1> tag in your emails. That’s easier said than done, of course – it only really works for email designers using professional services such as Mailchimp. For one person sending an email to another person, it’s not so easy.

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