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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Alt Text

Alt text (alternative text) is descriptive text attached to an email image that displays when the image doesn't load — improving accessibility and preserving your message when images are blocked.

Also known as: alternative text, image alt text, alt attribute

Many email clients block images by default, and screen readers can't see them at all. Alt text is your safety net: it keeps your message intact even when the visuals don't show.

Why does alt text matter in email?

When images are blocked or slow to load, alt text conveys what the image would have shown — including CTAs. For subscribers using screen readers, it makes your email accessible.

What should alt text say?

Describe the image's content or purpose concisely. For an image-based button, the alt text should state the action (e.g., "Shop the sale").

Alt text best practices

Add alt text to every meaningful image, keep it concise and descriptive, never rely on images alone for critical content, and pair it with live-text CTAs where possible.

Related terms

Subject Line Call to Action (CTA) Preheader Email Template Personalization Dynamic Content

Related reading from Drip

Follow These 6 Best Practices for Using Images in Emails

Frequently asked questions

What is alt text in email?
Alt text (alternative text) is descriptive text attached to an email image that displays when the image doesn't load. It improves accessibility and preserves your message when images are blocked.
Why is alt text important in email?
Many email clients block images by default, and screen readers can't interpret images. Alt text conveys what the image would show — including calls to action — so your message survives blocked images and stays accessible.
What should email alt text say?
Describe the image's content or purpose concisely. For an image-based button, the alt text should state the action, such as 'Shop the sale,' so the CTA still works when the image doesn't load.
What are alt text best practices?
Add alt text to every meaningful image, keep it concise and descriptive, never rely on images alone for critical content, and pair images with live-text CTAs where possible so your message always comes through.
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