Alt text: more thought needed

Latest posts | Feed | By Mark Brownlow on September 17, 2008

We have many truisms in email marketing that seem simple at first, but get more complicated as you dig deeper.

Alt attributes (alt text / alt tags) are a good example. Everyone knows you should use them as part of your strategy for coping with image blocking.

I played around with alt attributes and various email clients and webmail services this week. With some surprising results.

Alt attributes can sometimes hurt your design more than they help. See the test results for details. Get ready to raise your eyebrows.

Tags: email design, alt attributes, image blocking, image suppression

[This post brought to you by Campaigner Email Marketing]
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4 Comments:

Mark, As I mentioned in my comment for another of your post, putting the ALT tags does not hurt. If it is not displayed by some email clients, it is ok. But they should sprinkle the message with text, and include the image width and height. This will ensure that the format / lay is not messed up, and the text is readable fully even when images are blocked.

Of course, the tracking becomes difficult, if the images are not enabled. But the user will click on links, if the content is really relevant and useful for her. I would focus on delivering the message to the recipient, rather than focusing on tracking. Metrics will get reflected in other follow-up behavior / activities.
By Paddu Govindaraj, on 20 September, 2008

Thanks Paddu. I think the key is looking at it holistically. Seeing how the combination of layout, alt tags and height/width attributes plays out and optimizing that. Everytime someone focuses on one aspect without considering the others, then things can go wrong.
By Mark Brownlow, on 21 September, 2008

Agreed, Mark. A holistic view helps deliver results. Focusing on isolated factors will lead to missing out lot of important issues. BTW, though I have been working in the email marketing for several years now, I did not have a chance to spend time on your blog. I come across several small business users struggling to leverage or benefit from email marketing. You are doing a great service to your readers.
By Paddu Govindaraj, on 27 September, 2008

Thanks for the kind words Paddu!
By Mark Brownlow, on 29 September, 2008