Alt text is the descriptive text assigned to an image, shown when the image cannot be displayed and read aloud by assistive technologies. In email, alt text is essential because images may be blocked by default and because accessibility standards require meaningful descriptions for non-text content.
Why Alt Text Matters in Real Inboxes
Many recipients see emails with image blocking enabled, at least for the first open. Without alt text, a design-heavy message can become confusing or unusable. Good alt text also supports accessible email principles by ensuring that key information is still available when images do not load.
Writing Alt Text That Is Actually Useful
For decorative images that add no information, an empty alt value is often better than noise, because it keeps screen reader output concise. For product images, include the product name or category. For charts or infographics, summarize the takeaway instead of listing every detail.
Alt text should describe the function of the image, not merely its appearance. For a logo, the brand name is usually enough. For a button-like image, describe the action. Keep descriptions concise and avoid repeating nearby text. If you are aiming for compliance, align your approach with email accessibility guidelines, including clarity and relevance.
Alt Text as Part of Email Quality
A simple check is to skim your email with images turned off. If you can still understand the offer and the next action, you have written effective alt text and structured the message well. If the email becomes a wall of blanks, the content strategy needs adjustment.
Alt text improves overall email UX by reducing friction in constrained viewing conditions. It also helps debugging, because blocked-image views can reveal whether your message still communicates the core offer.
Alt Text and Topol
Topol makes it straightforward to add and manage alt text across image blocks so teams can ship emails that remain understandable even when images are blocked. Learn more at Topol or sign up at Topol signup.