What is Alt Text?
Alt text, short for "alternative text," is a textual description of an image embedded within the HTML code. This text is displayed when the image is not loaded or cannot be viewed. In the context of
email marketing, alt text is crucial for providing context and ensuring the message is conveyed even if the images fail to load.
Ensures Accessibility: Alt text makes your emails accessible to
visually impaired users who rely on screen readers to understand the content.
Improves Deliverability: Some email clients block images by default. Alt text provides a fallback, ensuring key information is still communicated.
Enhances SEO: Although SEO may not be a primary concern for email marketing, alt text can contribute to the overall
search engine optimization of your content.
Increases Engagement: Descriptive alt text can encourage users to enable images, leading to higher engagement with your email content.
Be Descriptive: Clearly describe the image's content and its purpose. For instance, instead of "Image1.jpg," use "Summer Sale 50% Off Banner."
Keep it Short: Aim for a brief description, ideally under 100 characters. Long alt text can overwhelm and confuse screen reader users.
Use Keywords: Incorporate relevant
keywords that align with your email's message and goals, but avoid keyword stuffing.
Avoid Redundancy: Do not repeat information that is already in the email's body text. The alt text should add value, not duplicate content.
Context Matters: Tailor your alt text to match the context of the image within the email. This ensures the text is meaningful and relevant.
Examples of Good and Bad Alt Text
To illustrate the difference between effective and ineffective alt text, consider these examples: Good Alt Text: "New Arrivals: Men's Leather Jacket" - This description is clear, concise, and directly related to the image.
Bad Alt Text: "Image1234.jpg" - This description is vague and provides no useful information.
Mailchimp: In the content editor, click on the image block, then enter the alt text in the "Alt" field.
Constant Contact: Select the image, click "Edit," and then add the alt text in the "Image Description" field.
Campaign Monitor: Click on the image in the editor, then enter the alt text in the "Alt Text" field.
HubSpot: In the email editor, click the image, then add the alt text in the "Alt Text" field.
Common Mistakes to Avoid
Even seasoned marketers can make mistakes with alt text. Here are some common pitfalls to avoid: Generic Descriptions: Avoid using non-descriptive text like "image" or "photo."
Overloading with Keywords: Keyword stuffing can make alt text unreadable and unhelpful.
Ignoring Alt Text: Leaving the alt text field blank or using default values defeats the purpose of having it.
Too Long or Too Short: Alt text that is too lengthy can be cumbersome, while too short may not provide enough context.
Conclusion
Alt text is an essential element in
email marketing, enhancing accessibility, engagement, and deliverability. By implementing best practices and avoiding common mistakes, you can ensure your email campaigns are impactful and accessible to all users.