What Is ALT Text in Email Design And Why Your Emails Need It
What Is ALT Text in Email Design—And Why Your Business Emails Need It
When it comes to email design, visuals often steal the spotlight—but what happens when those images don’t load? That’s where ALT text comes in.
What Is ALT Text?
ALT text (short for alternative text) is a written description of an image that appears when the image fails to load. It's also used by screen readers to describe visuals to visually impaired users. In short, ALT text ensures your message still gets across—even if your images don’t.
Why ALT Text Matters for Your Business
Accessibility
ALT text makes your emails accessible to people using screen readers. If you want to reach all of your audience, this is non-negotiable.Email Client Limitations
Many email clients (like Outlook or Gmail) block images by default. ALT text acts as a fallback, telling users what should be there even if it's not visible.Better Engagement
When users can’t see your image and there’s no ALT text, they’re left guessing—or worse, ignoring your email. ALT text keeps them engaged.Branding + Messaging
A well-written ALT tag can still reinforce your brand tone, product info, or call-to-action—just in text form.
How to Write Good ALT Text
Be descriptive, but concise.
For example: "Modern living room with floor-to-ceiling windows"Don’t stuff with keywords.
ALT text isn’t for SEO in email—it’s for people.Avoid redundancy.
If the image already has a caption that says the same thing, ALT text can be more supportive or contextual.Match tone with your brand.
Just because it’s hidden doesn’t mean it can’t reflect your style.
Final Thought
Great email design isn’t just about what looks good—it’s about what works, even when images don’t. ALT text might seem small, but it plays a big role in creating professional, effective, and inclusive email campaigns.
