Images in Emails: Best Practices for Accessibility

Why Images in Emails Matter

Images are a powerful way to make your emails visually engaging and impactful. However, when images are not used accessibly, they can exclude recipients who rely on assistive technologies or who cannot view the images for other reasons (e.g., due to email client settings or poor internet connections). By following accessibility best practices, you can ensure that all recipients benefit from your email’s content, regardless of how they interact with it.

Using Images in Emails to Support Accessibility

Accessible images in emails go beyond visual appeal — they play a crucial role in ensuring your message is inclusive. Key considerations include:

  • Alt Text: Every image must have descriptive alternative text (alt text) that communicates its purpose to users who cannot see it.
  • Avoiding Text Inside Images: Text embedded in images cannot be read by screen readers. Essential information must always be presented as plain text within the email body.
  • Avoiding Emails with Only an Image: Emails that rely solely on an image to convey their message are inaccessible and should be avoided. Always include meaningful text as part of the email content.

Example of Accessible Image Use in Emails

Scenario 1: Event Promotion with an Embedded Flyer

  • The Problem: An email contains only an embedded flyer with event details, such as time, date and location. If the image doesn’t load or the recipient uses a screen reader, the content becomes inaccessible.
  • The Solution: Include all essential details as plain text in the email body. For example:
    • Text: “Join us for the Digital Accessibility Workshop on January 15 at 3 p.m. in the Moseley Center. Learn best practices for creating accessible content.”
    • Alt Text for Image: “Event flyer for the Digital Accessibility Workshop, January 15, 3 p.m., Moseley Center.”

Scenario 2: Decorative Images

  • The Problem: A decorative background image unnecessarily clutters the email and could distract users.
  • The Solution: Use the alt attribute (alt=””) to indicate the image is decorative, so screen readers will skip it, or simply do not use purely decorative images.

General Rules for Images in Emails

  • Always Provide Alt Text: Describe the purpose or content as detailed, but brief, as possible. Keep alt text concise and avoid redundancy with the email body.
  • Avoid Relying on Images Alone: All essential information must be included in plain text within the email, even if it is also presented in an image.
  • Use Accessible Image Formats: Ensure images are optimized for email and maintain their quality when resized. Avoid overly large files that may slow email load times.
  • Mark Decorative Images Appropriately: If an image is purely decorative, use an empty alt attribute (alt=””) to signal screen readers to skip it.
  • Test Images Across Devices and Platforms: Ensure your images display correctly on mobile devices and in various email clients.

Common Mistakes to Avoid

  • Missing Alt Text: Images without alt text are invisible to screen readers, leaving users without context or meaning.
  • Embedding Critical Text in Images: Screen readers cannot interpret text embedded in images. Always provide key information as plain text.
  • Using Images as the Sole Content: Emails that contain only an image risk being inaccessible to users with visual impairments or email clients that block images by default.
  • Poor Color Contrast in Images: Ensure text within images (e.g., in graphics or infographics) meets contrast requirements, even if it’s supplementary.

Final Tips for Using Images in Emails

  • Think of Images as Enhancements, Not the Main Content: Use images to support your message, not as the sole means of communication.
  • Follow Elon’s Brand Guidelines: Ensure images align with the university’s visual identity and accessibility standards.
  • Plan Ahead for Accessibility: Consider how each image will appear to all users, including those relying on alt text or viewing emails on mobile devices.

Accessible images help create engaging, inclusive emails that communicate effectively with all recipients. By following these guidelines, you can ensure your emails reflect Elon University’s commitment to accessibility and equity.