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Our commentary : A real nitty gritty piece of best practice advice for improving email marketing by changing the way you use image Alt text. Following the advice here won't transform your email marketing, but it should boost response and there is also some interesting data on the most popular email clients you should be testing against:
Marketing implications : You probably know that careful tailoring of the Alt tag can help your messages stand out where images is are blocked.
This post from Campaign monitor gives some best practice tips on using the Alt tag
There are a couple of tips here about using shorter Alt text and styling of Alt text which is needed in some clients such as Yahoo! Mail, iPhone and Outlook 2007/2010.
Recommended link: Popularity of different email clients and how to tailor alt text
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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