Why alt text matters in email

Many mail clients do not display images until the recipient allows them. Without alt text your message is then empty.

What happens without it

Grey boxes where your visual should be. If your message is one large image, the recipient literally sees nothing.

What to write

What the image says or shows, not "image1" or "banner". For a button: the button's text.

Accessibility

Screen readers read this text. Without it, part of your audience simply does not receive your message.

The basic rule

Your message must still make sense with every image switched off. That is the simplest and most effective test.

Do not put text in images

Your offer, your price and your button should be real text. Otherwise they disappear with the images, and spam filters dislike all-graphic messages too.