Alt text (alternative text) is a short written description attached to an image in an email or web page. It appears in place of the image when the image fails to load, and it is read aloud by screen readers, so the message still makes sense without the picture.
How alt text works in email
Each image carries an alt attribute with a few descriptive words. Many email clients block images by default or load them slowly, so a reader may first see only your alt text — styled text where the image would be. Well-written alt text describes the image's purpose or content ("Spring sale — 20% off"), not just its file name, and keeps any call to action legible even with images off.
Why alt text matters
Alt text protects the reader experience and your results: it keeps deliverability-friendly emails readable when images are blocked, supports accessibility, and can lift engagement because the CTA still lands. It also matters for open tracking, since blocked images mean opens can go uncounted. Read how to use images in email or add alt text in Mailpro's image editor.
Mailpro and design
Emails that work even with images off
Mailpro's editor lets you add alt text and balance image-to-text so your message stays clear whether or not images load — protecting readability and reach.