Alternative Text

Short text that explains what an image shows and why it is in your email. It helps people and email clients understand your message when the image does not load.

Also known as Alt Text, Descriptive Text

Alternative text is the short description you write for an image. It tells people what the image shows in plain words. Screen readers read it out loud for people who cannot see the image.

Alt text matters a lot in email. Many inboxes block images by default. Without it, your main message can be lost. With clear alt text, people still understand the offer or idea even if nothing loads.

When you write alt text, think about what the reader needs to know. Focus on the purpose of the image, not every small detail. For a sale banner, you might write "Summer sale, 30 percent off all swimwear" so the offer is clear even without the design.

Related terms

Email ClientSoftware or apps people use to read, send, and manage email, such as Gmail or Apple Mail. Different email clients can display the same email in different ways, which affects how your emails look and perform.
Image BlockingWhen email clients stop images from loading automatically, so people see empty boxes or alt text instead of pictures. This protects users from tracking and unsafe content, so you should never rely only on images to tell your message.
Preview TextShort line of copy that appears next to or under your subject line in the inbox. Usually pulled from the email body and used to give people a reason to open.
Triggered EmailA triggered email is a message your system sends automatically when someone does something specific, like signing up, leaving items in a cart, or reaching a milestone. It goes to one person based on their action instead of going to your whole list at a fixed time.

Articles about Alternative Text

March 28, 2025Email Design Guide: Create Effective Transactional EmailsLearn email design best practices for transactional emails. Understand what makes effective email design and how to create emails that engage users.
June 30, 2022Turning Pro: What the Email Marketing Pros Do, and the Amateurs Don't Learn from the best in the industry and see what the email marketing pros do so you can implement effective strategies in your email marketing campaign.
July 31, 2025How to Create a Newsletter That Readers LovePlan, write, and ship a high-performing newsletter with Bento, covering strategy, content, design, automations, and growth.
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