---
title: "Alternative text for email images"
description: "Every informative image needs concise equivalent alt text, while decorative images need an empty alt attribute and no repeated meaning."
canonical: https://specification.email/spec/accessibility/image-alt-text/
category: accessibility
status: required
sources:
  - title: "WCAG 2.2 — Non-text Content"
    url: "https://www.w3.org/WAI/WCAG22/Understanding/non-text-content.html"
    publisher: "W3C"
---

# Alternative text for email images

> Every informative image needs concise equivalent alt text, while decorative images need an empty alt attribute and no repeated meaning.

## What it is

The `alt` attribute supplies a text alternative when an image cannot be seen, loaded, or understood visually.

## Why it matters

Images are often blocked by default and screen-reader users may never perceive them. Meaning cannot depend on image loading.

## How to implement

Describe the purpose of informative images in context. Use `alt=""` for decoration. Put essential calls to action in live text and repeat complex chart data in nearby text.

## Common mistakes

- Repeating “image of” before a description.
- Using a filename or tracking identifier as alt text.
- Leaving out the attribute on spacer and decorative images.

## Verification

Disable images, then read the message visually and with a screen reader. All actions and essential information must remain understandable.