What is Alt Text?
Alt text, or alternative text, is a descriptive attribute added to an tag in HTML. It serves as a textual replacement for an image, providing a brief description of the visual content. This text is essential for
screen readers used by visually impaired individuals and also appears in place of the image if it fails to load.
Why is Alt Text Important in Email Marketing?
Neglecting alt text in your email campaigns can lead to several issues. Alt text enhances
accessibility, ensuring that all recipients, including those with disabilities, can understand the content. It also improves
deliverability and engagement rates, as emails with missing or poorly written alt text might be marked as spam or ignored by recipients.
How Does Alt Text Impact Accessibility?
For visually impaired users, alt text is crucial. Screen readers rely on this text to describe the image content, allowing these users to comprehend the email fully. Without alt text, these individuals miss out on essential information, leading to a poor user experience. Including alt text ensures that your emails are accessible to a broader audience, promoting
inclusivity.
What Happens if Alt Text is Neglected?
When alt text is neglected, several negative outcomes can arise. Firstly, images that don't load will leave blank spaces, causing confusion and a disjointed reading experience. Secondly, emails without alt text may not comply with
accessibility standards, potentially leading to legal issues. Lastly, it can harm your brand's reputation as it suggests a lack of attention to detail and disregard for user experience.
How to Write Effective Alt Text?
Writing effective alt text involves being descriptive but concise. The text should accurately describe the image's content and its relevance to the email's overall message. Avoid using phrases like "image of" or "picture of" as screen readers typically announce the presence of an image. Instead, focus on the context and function of the image within the email. For example, instead of "image of a sale banner," use "50% off summer sale banner."
Tips for Using Alt Text in Email Marketing
Keep it Short: Aim for a brief description that conveys the essential information.
Be Descriptive: Ensure the alt text provides a clear and accurate depiction of the image content.
Use Keywords: Incorporate relevant keywords to enhance
SEO and make your emails more searchable.
Test Your Emails: Use tools to test how your emails appear with and without images to ensure the alt text is effective.
Avoid Redundancy: Don't repeat information already present in the email's text content.
Examples of Good and Bad Alt Text
Good alt text: "Get 20% off on all electronics - limited time offer"
Bad alt text: "image of a discount"
The good alt text example provides clear and concise information about the image's content and its relevance to the email. In contrast, the bad example is vague and unhelpful.Conclusion
Neglecting alt text in email marketing is a common mistake that can significantly impact your campaign's success. By including well-crafted alt text, you ensure that your emails are accessible, engaging, and effective. Always prioritize alt text to provide a seamless and inclusive experience for all your recipients.