Bonus material: The future of email [PDF]

(ACTA) by John Thies

CEO, Email on Acid

We’ve all heard of calls-to-action (CTA), but have you ever heard of an auditory call-to-action or ACTA? With the development of assistive technologies on mobile – like Siri on the iPhone – and the rise in popularity of smart speakers, more users are engaging with their emails using their voice. They’re asking their phones or smart speakers to read their emails for them.

For example, if you have an iOS device with Siri enabled, try asking: “Siri, could you please read me my latest email?” and Siri will recite back the newest email in your inbox. I will sound like: “(sender name) send you an email about (subject line). It says, (pre-header). Would you like to reply?”. So, if you set the end of your pre-header text as a question, Siri naturally follows up and asks the user if he or she would like to reply. Then, the user can reply using his or her voice. This can be used to encourage email engagement before a user has even clicked on the email – it’s an ACTA.

If you’re creating accessible emails, you’re already well-prepared for the future of ACTAs. Assistive technologies don’t read the emails plain text version – they read the HTML version. With that in mind, email marketers should start thinking about how they can better organise and describe elements of an email to trigger a response from a subscriber who is listening to the email instead. Think about it: if you’re a retailer, how can you convert customers from an email if they can’t see your products or message? You’ll have to start thinking about how to convert a customer with only words and no visual elements.

It’s not likely these ACTAs will discount the importance of the visual presentation of the email, but instead, will be a way for marketers to further engage with their subscribers.

This article is from our white paper ‘The Future of Email’. To download your free copy, head to