You have surely experienced receiving a newsletter in which the images did not display. Gray blocks, red crosses, or empty spaces, and especially a message that no longer means much. Frustrating, even annoying. Especially since a small technical detail could have changed everything: the alt tag. In this article, we explain why this little line of code carries a lot of weight in e-marketing and how to use it effectively in your mailings.
What is the alt tag?
The alt tag (for “alternative text”) is an HTML attribute associated with images. Its function is simple, namely to provide alternative text that will be displayed or read if the image cannot be loaded.
To better understand, here are the different scenarios:
- If the image displays correctly, the reader sees the visual.
- If the image is blocked (by the email client or due to a slow connection), the text of the tag appears instead.
- If the user is assisted by a screen reader, the image text will be vocalized.
Why is it essential to use this tag in your newsletter?
Accessibility and inclusion
The WCAG (Web Content Accessibility Guidelines) and their French version, the RGAA (General Accessibility Improvement Reference), remind us that all imaged content must have a text alternative. This ensures that visually impaired people, who navigate with screen readers, can understand your messages. It’s not only a moral obligation but also a sign of professionalism for your brand.
In case of partial display of emails
Not all of your subscribers automatically see your images because some email services block them by default. This is the case with Outlook, for example. The alt tag can then solve the problem and serve as a safety net because, no matter what, your text is there to replace the visual if needed. Conversely, without a tag, your email may seem empty, poorly designed, or even suspicious.
Issue of compliance and credibility
Respecting these standards reinforces the trust of your subscribers. It shows that you manage your mailings well and consider all of your readers, not just those without display issues.
Not missing the key action
A CTA in an image that disappears? An invisible promotional visual? Without alternative text, you lose clicks, thus conversions. The alt tag is not just a crutch; it also allows you to trigger an action, even without an image.
Tips for writing effective alt tags
The effectiveness of an alt tag relies on three criteria: contextualization, conciseness, and clarity.
You need to describe the role of the image rather than its appearance. Ask yourself: “Why did I include this image in my newsletter?” The alt tag can be descriptive if it’s an image with essential information (offer, product), or action-oriented if it’s a CTA or a visual linking to a URL. For example, writing “image of a blue phone” doesn’t help if the visual is a CTA indicating “Compare mobile plans.”
Be concise; a short sentence is enough in most cases.
Avoid repetitions. If the text is already present in the email, there’s no need to reproduce it in the alt tag.
Examples of alt tags
Decorative image
If the image is of no utility (for instance, a border or a purely graphic element), you should indicate that it has no alternative text. This allows screen readers to ignore it and not disrupt reading.
Logo
The alternative text of a logo should simply provide the brand name, like “Captain Verify.” There’s no need to add “logo of…” because the important thing is that the reader identifies the brand.
Product visual
If the image presents an offer or a product, the alternative text should summarize the essential information. Example: “Premium Plan: 1 million verifications per month.” Thus, even without seeing the image, the subscriber immediately understands the subject.
Image button
When a button is only in an image form, its alternative text should describe the expected action. Example: “Try free for 14 days.” This way, the reader knows what to do, even if the button is invisible.
Graph
For a graph or infographic, the alternative text should convey the key message. Example: “Average deliverability: 99.2%. See details.” If the reader wants more information, they should be able to find it elsewhere in the email, in text form or as a link.
Customizing the alt tag
In some cases, it is possible to improve the presentation of the tag to make it more visible and readable. However, customization works with some email clients (like Outlook) and not or differently with others (like Gmail). When supported, you can choose the text size, font type, or even color.
That said, even if these options exist, don’t rely solely on customization. Many email services will only display plain text. Therefore, you must write an accessible, brief, and simple alternative text that fulfills its role perfectly, even without a specific style.
Finally, we cannot stress enough, always test your mailings on different environments (Outlook, Gmail, Apple Mail, webmails, mobile) to check what your subscribers will actually see.
In summary, every well-thought-out alternative text can save a click, preserve the understanding of your offer, and enhance your brand’s credibility. Take a few minutes to open your last campaign, disable image display, and ask yourself if your newsletter remains clear and coherent. If the answer is no, it’s probably time to give your alt tags the attention they deserve.
