Images

Overview

Photos add visual interest, emotion, and context to marketing emails. When used well, they can enhance storytelling, showcase products, and drive engagement. However, due to varied email client support and loading constraints, images must be implemented thoughtfully.

Utilize existing American Express photo libraries and, if sourcing your own images, please refer to the master Brand Guidelines available on the Brand Site.

To access the American Express image library or for guidance on sourcing stock photography email globalbrandsupport@aexp.com.

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Best Practices

Choose Images with Purpose

• Every image should support the content or goal
• Avoid generic stock imagery—use photos that feel authentic and brand-aligned
• Focus on emotion, clarity, and relevance to the audience

Choose Images with Purpose

• Every image should support the content or goal
• Avoid generic stock imagery—use photos that feel authentic and brand-aligned
• Focus on emotion, clarity, and relevance to the audience

Optimize for Load and Compatibility

• Use .JPG or .PNG formats for broad support
• Keep file sizes under 200 KB whenever possible
• Set image dimensions with HTML/CSS, not in the file name

Consider Accessibility

• Always include descriptive alt text for screen readers and users with images disabled
• Describe the image’s purpose, not just what’s pictured
• Use a background color similar to the image theme to soften gaps if the image doesn’t load
• Never embed text inside images unless mirrored in live HTML

Make Images Clickable (When Needed)

• Wrap promotional or product images in anchor tags to encourage interaction
• Ensure the clickable area is large and mobile-friendly

Maintain Balance with Text

• Never rely on an image alone to convey important content—email clients may block images by default

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Accessibility

The AENB 77: Digital Accessibility Policy states the requirement to provide an inclusive as well as digitally accessible experience to all individual end users of our public-facing digital experiences. This requirement is supported by the Inclusive Marketing Framework that can be viewed by American Express colleagues on the Brand site along with more Brand Guidelines regarding image use.

Text Images

Avoid Using Images of Text

Using images of text instead of actual text is widely regarded as a poor experience in digital communications. Whenever possible, use ‘live text’ instead of embedding text in images. This is important for several reasons:

• Accessibility: According to WCAG Success Criterion 1.4.5: Images of Text (Level AA), users should be able to adjust how text is presented, especially its size. Therefore, we should use live, resizable text instead of pictures of text.
• Screen Readers: Key information can be missed by screen readers if it is embedded in an image
• Content Visibility: Content may be missing when images are turned off due to user choice or low data situations

Other disadvantages of embedding text in images include:

• Spam Filters: Image-heavy emails are more likely to get caught in spam traps
• Translation: Text in images cannot be translated
• Copying: Text in images cannot be copied
• Legibility: Text might become illegible if images are automatically resized for smaller device viewports
• Searchability: Keywords in images are not searchable in the recipient’s inbox

Exceptions:

• When text is part of a logo or wordmark
• In dynamic content generated by Moveable Ink. More information on alt text for dynamic content will be available in version 2 of the Alt Text in Emails Accessibility Standards PDF in the Email Accessibility Pack.

Alternative Text (Alt Text)

Alternative Text, commonly known as alt text, relates to WCAG Success Criterion 1.1.1: Non-text Content (Level A). This criterion aims to help users who cannot fully see or hear non-text information by providing a text alternative for visual and auditory content.

Alt text is the top priority for accessibility in email. It is essential for agencies to ensure its presence and for marketers to verify its accuracy.

Guidelines for using Alt Text:

• Ensure Alt Text for All Necessary Images: All images that convey information should have alt text. Some images are purely decorative and only need a null value via an empty alt text attribute (alt=""). This empty string allows assistive readers to skip the image, improving the experience for users of assistive technology by eliminating unnecessary descriptions.
• Categorizing Images:
  • Informative: Photographic images that need alt text.
  • Text in Image: Logos or wordmarks where the alt text should repeat the text in the image and provide any additional helpful context.
  • Functional: Images like app store badges that contain text and require alt text.
  • Decorative: Graphic branding elements or images accompanied by text, such as icons next to text blocks, do not need alt text.
• Crafting Effective Alt Text: Ensure that alt text conveys the most useful information related to the image. Keep it short and to the point, as lengthy descriptions of stock images do not add value to the reader.

Implementation Note: M-EDS 4.2 included updates to remove alt text from decorative images that did not need it. Marketers and agencies must ensure the correct use of alt text in any new content they add.

For a comprehensive guide on alt text in emails, refer to the document Alt Text in Emails Accessibility Standards v1 Feb 2025 in the in the Guidelines section of the M-EDS pack.