What is Alt Text?
Alt text, short for "alternative text," is the written copy that appears in place of an
image on a webpage or email if the image fails to load. It also provides context to visually impaired users who rely on screen readers to browse the web or read emails.
Why is Alt Text Important in Email Marketing?
Including alt text in your email marketing strategies is essential for several reasons: Accessibility: Alt text ensures that your emails are accessible to individuals with visual impairments. Screen readers read the alt text, allowing these users to understand the content of your images.
Email Deliverability: Some email clients block images by default. When this happens, alt text provides a fallback, ensuring your message remains clear.
SEO Benefits: While SEO is more commonly associated with web pages, it also applies to email marketing. Alt text can help improve the searchability of your email content.
Enhanced User Experience: Alt text contributes to a better user experience by providing context when images don’t load properly. This can lead to higher engagement rates.
How to Write Effective Alt Text?
Writing effective alt text involves more than just describing the image. Here are some tips: Be Descriptive: Describe the image as specifically as possible. Instead of "Image of a product," use "Image of a red running shoe."
Keep it Concise: While being descriptive is important, remember to keep the alt text concise. Aim for 125 characters or fewer.
Use Keywords: Include
relevant keywords that align with your email content. This can help with SEO and make the alt text more meaningful.
Avoid Redundancy: Don’t start your alt text with phrases like “Image of” or “Picture of.” Screen readers already announce that it’s an image.
Common Mistakes to Avoid
Even seasoned marketers can make mistakes when it comes to alt text. Here are some common pitfalls to avoid: Missing Alt Text: Forgetting to include alt text is a missed opportunity to make your email more accessible and engaging.
Overloading with Keywords: While keywords are important, overloading alt text with them can make it unreadable and spammy.
Using Placeholder Text: Placeholder text like “Image1” doesn’t provide any value and can confuse the reader.
Ignoring Context: Ensure the alt text aligns with the context of your email. The description should make sense within the overall content.
Examples of Good and Bad Alt Text
To illustrate the difference, here are examples of good and bad alt text: Image Description
Good Alt Text
Bad Alt Text
Image of a red running shoe
Red running shoe with white laces
Image1
Image of a beach sunset
Sunset over the beach with orange and pink skies
Beach
Implementing Alt Text in Email Campaigns
Most
email marketing platforms offer easy ways to add alt text to your images. Here’s a quick guide:
Upload your image to the email editor.
Select the image and look for the alt text field.
Enter your descriptive alt text.
Save and preview your email to ensure the alt text appears correctly.
Conclusion
Incorporating alt text into your email marketing campaigns is not just a best practice; it’s a necessity. It enhances accessibility, improves deliverability, and contributes to a better overall user experience. By following the tips and guidelines provided, you can ensure your emails are effective, engaging, and inclusive.