What is Alt Text?
Alt text, or alternative text, is a brief description of an image that is displayed when the image cannot be loaded. It is also read by screen readers used by visually impaired users. In the context of
email marketing, alt text ensures that the message of your email is conveyed even when images do not display properly.
Accessibility: It makes your emails accessible to everyone, including users with disabilities who use screen readers.
Deliverability: Images in emails often don’t load automatically. Alt text provides a fallback to ensure your message is still communicated.
User Experience: It improves user experience by giving context when images fail to load, thus maintaining the flow of your email content.
SEO Benefits: While not directly related to email marketing, having alt text helps with
search engine optimization when your email is viewed in a web browser.
Be Descriptive: Clearly describe the content and purpose of the image.
Keep it Short: Aim for a balance between being descriptive and concise. Usually, 125 characters or fewer is ideal.
Avoid Redundancy: Don’t start alt text with phrases like “image of” or “picture of.” Screen readers already indicate that it's an image.
Include Keywords: If relevant, include
keywords that align with your email’s content and goals.
Examples of Good Alt Text
Let's look at some examples to understand what constitutes good alt text: For an image of a product: “Red running shoes with white soles, available in all sizes”
For a promotional banner: “20% off on all electronics, offer valid till end of the month”
For an event image: “Join our webinar on Email Marketing Basics on October 10th”
Common Mistakes to Avoid
While writing alt text, avoid these common pitfalls: Overly Vague: Avoid alt text like “image1” or “banner.” These do not provide useful information.
Keyword Stuffing: While keywords are important, stuffing them unnaturally can make the alt text unreadable and unhelpful.
Ignoring Alt Text: Not including alt text at all is a missed opportunity to make your emails more effective and accessible.
Tools and Resources
There are several tools and
resources available to help you create and manage alt text in your email campaigns:
Email Marketing Platforms: Most platforms like Mailchimp, Constant Contact, and HubSpot offer features to add alt text easily.
Accessibility Guidelines: Websites like W3C provide comprehensive guidelines on how to make your emails more accessible.
Alt Text Generators: Tools that can help generate alt text based on the image content, though manual editing is often required for best results.
Conclusion
Incorporating alt text in your email marketing campaigns is not just a best practice but a necessity. It enhances
accessibility, improves deliverability, and ensures a better user experience. By following the best practices and avoiding common mistakes, you can make your email campaigns more effective and inclusive.