Alt text, short for alternative text, is a text description of an image that appears when the image fails to load or is accessed by assistive technologies for accessibility purposes. It’s an essential element in email design and web development that ensures content remains informative and accessible to all users.
Key aspects of alt text:
- Accessibility: Provides image descriptions for users with visual impairments who use screen readers.
- Fallback Content: Displays when images fail to load due to slow internet connections or email client settings.
- SEO Benefits: Helps search engines understand image content, although less relevant for emails.
- Context Provision: Offers context for the image’s purpose within the email content.
Best practices for writing effective alt text:
- Be Descriptive: Clearly describe the image’s content and function.
- Keep it Concise: Aim for brevity while conveying essential information (generally under 125 characters).
- Avoid Redundancy: Don’t repeat information already present in surrounding text.
- Use Keywords Naturally: Include relevant keywords, but prioritize clarity and accuracy.
- Omit “Image of” or “Picture of”: Screen readers already indicate that it’s an image.
- Consider Context: Tailor the description to how the image relates to the email’s content.
- Be Specific: Provide details that are relevant to the email’s message.
Implementation in HTML:
<img src="example.jpg" alt="Brief description of the image">Types of images and alt text approaches:
- Informative Images: Describe the information conveyed by the image.
- Decorative Images: Use empty alt text (alt=””) for images that don’t add content.
- Functional Images (e.g., buttons): Describe the function, not the visual.
- Images of Text: Provide the same text contained in the image.
- Complex Images (e.g., graphs): Summarize the key information or link to a longer description.
Benefits of using alt text in emails:
- Improved Accessibility: Makes emails more inclusive for all users.
- Enhanced User Experience: Provides context when images don’t load.
- Increased Engagement: Ensures the message is conveyed even without visuals.
- Legal Compliance: Helps meet accessibility standards and regulations.
Considerations for email signatures:
- Describe Logo Images: Use alt text like “Company Name Logo” for brand logos.
- Social Media Icons: Use descriptive text like “Follow us on Twitter” instead of just “Twitter icon”.
- Profile Pictures: A brief description or the person’s name can be used as alt text.
Common mistakes to avoid:
- Using “image of” or “picture of” in the alt text.
- Keyword stuffing or over-optimizing alt text.
- Leaving alt text blank for informative images.
- Using overly long or complex descriptions.
- Neglecting to update alt text when images change.
By implementing thoughtful and descriptive alt text, email marketers can ensure their messages are accessible, user-friendly, and effective, regardless of how or by whom they are accessed. This practice not only improves the email experience for all recipients but also demonstrates a commitment to inclusivity and clear communication.