Dettmann Media

When you design an email, visuals often do the heavy lifting. But what happens when those images don’t load?

That’s where alt text comes in.

Alt text, or alternative text, is a short written description that appears when images are blocked or can’t display. While it’s most known for improving accessibility for users with varying disabilities or disadvantages, such as visual impairments, it also plays a crucial role in ensuring your message still gets through, maintaining your brand voice, and improving engagement rates.

For marketers, alt text is more than a compliance checkbox. It’s a communication tool. The right alt text can help readers understand your offer even when visuals fail to appear, reinforce your message tone, and even influence whether your email lands in the inbox or the spam folder.

Let’s take a closer look at how strategic use of alt text can enhance accessibility, engagement, and overall email deliverability.

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1. Ensures your message still gets through

Many email clients (like Outlook or Gmail) block images by default.

Alt text acts as a backup message, showing a written description even when the image doesn’t load.

This makes sure your audience still understands the main point or CTA, which can prevent a poor user experience.

Example: Instead of showing a blank box, readers see “Shop our new stainless-steel buffet collection.”

2. Improves accessibility

Alt text allows screen readers to describe images to visually impaired users, helping ensure your campaign is inclusive.

This also helps your brand meet ADA and WCAG accessibility standards, reducing compliance risks while improving reputation.

3. Boosts engagement and click-through rates

Thoughtful alt text can encourage action even if images don’t load.

For example, an image with a CTA button could use alt text like: “Click here to browse our newest serving equipment.”

This turns blocked images into functional call-to-action moments that drive engagement.

4. Enhances email deliverability

Spam filters often flag emails that are image-heavy with little readable text.

Adding alt text increases the amount of indexable, meaningful content, improving your email’s “readability” in the eyes of inbox providers.

This can lead to better inbox placement and deliverability rates.

5. Reinforces branding and message consistency

Alt text provides another opportunity to reinforce your tone, style, and keywords, even when visuals are missing.

It helps your emails remain recognizable and on-brand, no matter what device or client your audience uses.

✅ Pro Tip:

Use descriptive, benefit-driven alt text — not generic phrases like “image” or “photo.”

Example:

❌ “Product photo”

✅ “Modern buffet setup with stainless-steel serving trays designed for upscale dining.”