Adding alt-text behind images on an email campaign or landing page provides a variety of benefits for you and your audience. Alt-text (alternative text) is used within an HTML code to describe the appearance and function of an image. This text will be displayed in an email or on a landing page in place of an image if an image file cannot be loaded.
The benefits include (but are not limited to) the following:
- Provides a principle of web accessibility
- Visually impaired members of your audience using screen readers will be reading an alt attribute to better understand an on-page image
- Alt text provides image context to search engine crawlers, helping them to index an image properly
- This will contribute to more success in SEO
- Improve email delivery success by reaching the recipient inbox, and avoiding the spam filter
- Provides backup text for context about what your image is
- If your recipient's inbox blocks images by default for security reasons, they’ll see your alt text in place of your image
Some helpful tips for adding alt-text:
- Describe the image as specifically as possible
- Keep it short and sweet
- Use target keywords on landing pages
