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Question: If most newer or upgraded email clients block images by default, do ALT tags really help?
Answer: Yes, they do, and they're more important than ever, now that major desktop email clients such as Outlook and Web clients like Yahoo! Mail block images unless recipients specifically request to view them.
The ALT tag is an HTML code that describes its accompanying image. It's what you see instead of an image if you block images in email. Here's why you need to optimize your use of ALT tags in email messages:
- Not having ALT tags associated with images is a spam signature. It can raise your spam score, trigger a filter and contribute to your email being blocked or routed to the junk folder.
- ALT tags give recipients who block images more reason either to click on the image or to show the image in their email client. They're especially important if you don't use a lot of text in your creative content.
This means you have to spend almost as much time creating a useful and descriptive ALT tag as you do on the rest of the email copy. A tag that says merely "click here" doesn't give the reader any incentive.
A good ALT tag has two to 10 short words that either describe the image or specify the action you want the recipient to take. Use them on every image that helps your reader know instantly who you are and why they should pay attention to you, such as your logo and action items including unsubscribe, forward to friends and contact information.
Here are some real-world examples: "Old Navy Credit Card," "SmarterTravel.com Deal Alert," "Save 75% on winter coats;" "Click for 50% off peak rates," "Forward this newsletter to friends."
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