While nothing is straightforward in email marketing, the different aspects of images, as used in email, social media and on websites, can be very time-consuming to get spot on. That it is worth all the effort is a given. That just makes it irritating.

Search engine optimisation of images might seem mystical, but there is a certain logic. That said, it is also a balance. Email marketing is all about getting various balances correct, so it is something we should be able to crack.

We will cover three aspects: file names, alt tags and captions.

File names

First things first; ensure you have the necessary rights and permissions. Stock image websites are very clear on this and can be strict with those who cross these well-defined borders. Some will give rights to one use only, such as email marketing. Even if you obtained the images in-house, say by asking staff if they would share theirs, or a competition, the copyright remains with them unless specifically shared. Ensure the rights holders know what you are going to do with their photos.

If you have several images you use regularly on various platforms, you will be searching for them, so the first requirement, a clear and accurate file name, helps SEO algorithms and you. Use keywords which will be specific to your needs, such as holiday. Next location and then image specifics. For example: italy-minori-beach-summer-loungers.jpg

Use hyphens and not underscores, as the latter are not recognised by search engines. Be specific. Avoid using numbers and, instead, be more descriptive. Also, ensure it makes sense, as it will also help you find the image.

Alt tags

Alt tags have a double function. If an image fails to load for some reason (find out why), search engines can still understand the content. Search engines will rank your content higher if you use alt tags. Use keywords, of course, but here we have another consideration. The visually impaired might not be able to see an image, so they will use a reader, which will use the alt tags in a marketing email and online. You must consider their needs, so one which is nothing more than a series of keywords might well cost you unsubscribes as well as upset the SEO bots. A singular benefit is that an image included just to fill a gap becomes obvious when you are trying to describe it in 10-15 words.

Making an image accessible to the visually impaired must be the major concern when creating alt tags.

Captions

Many will say captions are of no concern for SEO. It is nearly true. They are of indirect consideration as a well-thought-out caption can improve the email marketing and online experience of subscribers and browsers. Further, if you include an image of one of your staff members, include their name as well as function and position.

When working out what to include in alt tags, file names and captions, you should consider SEO requirements only after you’ve satisfied the needs of subscribers to your email marketing lists.