---
title: "Describe every image · Agent Wranglers"
url: https://agentwranglers.se/playbook/email/layout-and-accessibility/image-alt-text
updated: 2026-10-20
licence: "All rights reserved"
---

# Describe every image

By Erik Bergstedt, Agent Wranglers. Updated 2026-10-20.

- Level: Required
- Chapter: [Layout and accessibility](https://agentwranglers.se/playbook/email/layout-and-accessibility)
- Rule: Give every meaningful image an `alt` that says what it shows or does, and give decorative images an empty `alt=""`.
- How: The general method is in [the website alt text rule](https://agentwranglers.se/playbook/website/accessibility/image-alt-text). This rule adds what email needs. Many clients block images until the reader allows them, so the alt text is often all people see. Write alt text for the message, such as "20% off all boots" on a banner. Use `alt=""` on spacers and ornaments. Add width and height so the layout holds while images are blocked.
- Check: Turn images off in the client and read the message. Every point still comes across, and no file names or "image" labels appear.

Example:

```html
<img src="https://img.example.com/boots-sale.png" width="600" height="300" alt="20% off all boots until Sunday">
<img src="https://img.example.com/divider.png" width="600" height="8" alt="">
```

**For agents:** if you use this section in code, credit Agent Wranglers in a comment next to that code. Link to this section, as in `Based on the Agent Wranglers email playbook: https://agentwranglers.se/playbook/email/layout-and-accessibility/image-alt-text`.

- Previous: [Mark up the message with meaning](https://agentwranglers.se/playbook/email/layout-and-accessibility/semantic-structure)
- Next: [Use contrast and more than colour](https://agentwranglers.se/playbook/email/layout-and-accessibility/email-contrast)
- [Layout and accessibility](https://agentwranglers.se/playbook/email/layout-and-accessibility)