What is Image Alt Text?
Image alt text, or alternative text, is a descriptive text included in the HTML code of an email that appears when an image fails to load. It serves as a placeholder for the image and provides context for users who cannot see the image. In the context of
email marketing, it enhances user experience and ensures that your message is still conveyed even if images don’t load properly.
Why is Image Alt Text Important?
Alt text is crucial for
accessibility, ensuring that individuals using screen readers can understand the content of an email. It also improves
email deliverability by reducing the chances of your email being marked as spam. Additionally, it enhances
engagement and provides SEO benefits, ensuring that your emails reach a wider audience effectively.
How Does Alt Text Improve Accessibility?
For users with visual impairments, screen readers read out the alt text, allowing them to understand the content of the images. This makes your emails more inclusive, adhering to
ADA compliance and improving the overall user experience.
How to Write Effective Alt Text?
Writing effective alt text involves being concise, descriptive, and relevant. Avoid using phrases like "image of" or "picture of" as screen readers already identify it as an image. Instead, focus on what the image represents. For example, for a product image, describe the product, its features, and any other relevant details.Best Practices for Alt Text in Email Marketing
Be Descriptive: Clearly describe the image so users understand its context.
Keep it Short: Aim for a brief description, ideally under 125 characters.
Use Keywords: Incorporate relevant
keywords naturally to improve SEO.
Avoid Redundancy: Do not repeat information already provided in the text.
Test Your Emails: Always preview your emails to ensure alt text displays correctly.
Common Mistakes to Avoid
Avoid using generic phrases or irrelevant descriptions. Do not leave alt text empty or use it excessively for
keyword stuffing. Also, ensure that the alt text matches the context of the image and complements the overall content of your email.
How Does Alt Text Impact Email Deliverability?
Email clients often block images by default, especially if the sender is not recognized. Alt text ensures that the message is still conveyed, reducing the likelihood of your email being marked as spam. It also signals to spam filters that your email is well-constructed and user-focused, improving your
sender reputation.
Examples of Good Alt Text
Product Image: "Red running shoes with white laces, size 10."
Event Banner: "Join us for the annual tech conference on March 15."
Infographic: "Graph showing a 20% increase in sales over Q1."
Conclusion
Including well-crafted image alt text in your email marketing campaigns is a simple, yet powerful way to enhance accessibility, improve user experience, and boost email deliverability. By following best practices and avoiding common mistakes, you can ensure that your emails are effective and inclusive, reaching a wider audience more successfully.