Email marketing for accessibility

Modified on Tue, 20 Dec 2022 at 10:17 AM

Alternative text is a short description of an image in your campaign that displays when subscribers cannot view your images. This usually happens if they've turned off image visibility in their email, or are reading it with a screen reader. 

Using Alt text also helps ensure people who are visually impaired or who may have other physical or cognitive disabilities can access and understand visual content.

Before you get started

Email marketing for accessibility

Alt text should be short but descriptive and highlight the relevance of the image to your message.

  • Use correct punctuation: this will make it easy for subscribers to understand the image description
  • Don't include quotes: quotation marks are already used in the raw HTML code to identify where your Alt text starts and finishes
  • Avoid repeating the text that appears in images: Alt text should provide information about your image that your subscribers can't get from only looking at the caption. 
  • For creative images, use something simple so that subscribers can understand what the image is, such as "creative image"
  • Test your email content: disable images to test how your alt text will appear, and to ensure it's operating correctly

This image doesn't have Alt text:

This image does:

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