Do you use a preview pane when reading your email? If so, how do you make your way through a full inbox? If you're like me, you start with one email and click the down arrow to move from message to message, all the while scanning the *content* of the email. What's the big deal, you say? I'm skipping over some fundamental elements (the from name, the from email address and the subject line) that most email marketers are relying on to brand their emails and let me know who the email is from.
I think Sephora chose their alt text with readers like me in mind. They identified themselves by placing the brand name in the valuable top-left spot. It's even in all caps, just like when the image loads. I thought that was a nice touch. Here are a couple of screenshots of the email – one before the images loaded and one after.