A fallback image is an alternative graphic that displays in place of the primary image when the latter fails to load in an email. This is common in email marketing where images may not load due to various reasons such as slow internet connections, email client settings, or image file issues.
Fallback images ensure that your message remains visually appealing and informative even when the primary images do not load. This can prevent a poor user experience and potential loss of engagement.
Fallback images are usually included in the HTML code of an email. When the primary image fails to load, the email client automatically displays the fallback image. This is typically done using the srcset attribute in the <img> tag or by using CSS background images.
Benefits of Using Fallback Images
Improved Engagement: Users are more likely to engage with visually appealing content.
Consistent Branding: Ensure your brand's visual identity is maintained.
Better Readability: Prevents your email from looking broken or incomplete.
Common Issues Without Fallback Images
Without fallback images, your email could appear broken or unprofessional, leading to decreased engagement and a higher unsubscribe rate. Additionally, important information conveyed through images may be lost.
To implement fallback images, you can use the srcset attribute or CSS. Here's an example using srcset:
CSS method:
css
Best Practices for Fallback Images
Keep it Relevant: Ensure the fallback image is relevant to the primary image.
Use Alt Text: Always include descriptive alt text for accessibility.
Optimize for Speed: Fallback images should be lightweight and quick to load.
Test Across Clients: Test your email across different email clients to ensure fallback images display correctly.
Conclusion
Fallback images are a crucial component of a successful email marketing strategy. They ensure that your emails remain visually appealing and informative even when primary images fail to load. By implementing fallback images, you can improve engagement, maintain consistent branding, and enhance the overall user experience.