What is Alt Text?
Alt text, or alternative text, is the written copy that appears in place of an image on a webpage if the image fails to load on a user's screen. In the context of
email marketing, alt text is essential for ensuring that your message gets across even if the images do not load.
Why is Alt Text Important in Email Marketing?
Alt text serves several critical functions in email marketing. Firstly, it enhances
accessibility for those who rely on screen readers, ensuring that visually impaired users can understand the content of your emails. Secondly, alt text improves the
user experience for everyone, particularly in cases where images do not load due to slow internet connections or email client settings.
What Happens if You Forget Alt Text?
Forgetting to include alt text can have several negative consequences. The most immediate is that your email could appear broken or incomplete to recipients whose email clients do not automatically display images. This can lead to a
poor user experience and can reduce engagement rates. Additionally, it can negatively impact your
brand reputation, as it may appear that you do not care about all your subscribers' needs.
How Does Alt Text Affect Email Deliverability?
While alt text itself does not directly impact email deliverability, the overall quality of your emails does. Emails that fail to load properly or provide a poor user experience are more likely to be marked as spam. Therefore, including alt text can indirectly support better
deliverability rates by contributing to a higher-quality email.
How to Write Effective Alt Text?
Writing effective alt text involves being both descriptive and concise. The text should clearly describe the image's content and its purpose within the email. Avoid keyword stuffing, as this can come off as spammy. Instead, focus on providing value to the reader. For example, if you have an image of a product, the alt text might read, "New summer collection red dress" rather than just "dress."Best Practices for Using Alt Text in Email Marketing
Keep it short and descriptive
Ensure it is relevant to the image
Test your emails to see how the alt text appears
Use
branding elements where appropriate
Include call-to-action prompts if the image serves that function
Common Mistakes to Avoid
One common mistake is using alt text that is too vague or generic, such as "image." Another error is failing to update the alt text when you change the image, leading to mismatched descriptions. Lastly, avoid using alt text as a place to stuff
keywords in an attempt to boost
search engine optimization (SEO); this can harm your email's readability and user experience.
Conclusion
Including alt text in your email marketing campaigns is crucial for accessibility, user experience, and overall email quality. By taking the time to add descriptive and relevant alt text, you ensure that your message reaches all recipients effectively, even if some images do not load. Don't overlook this small but significant detail in your
email marketing strategy.