When it comes to the ever changing world of email, what the cool kids are talking about is email accessibility. With everyone buying virtual assistants in their homes and living on the fast track, you need to make sure your subscribers are getting the right/valuable information quickly.
This may seem like an overkill, but do you want to be left behind? This is the next big thing, /and/ it is already here. Take advantage of it.
It isn’t that much work (and if it was, let’s be honest, you should still be doing it)
Google, Alexa, Siri and the like will give you this information when reading your email: The sender name The subject The preheader
Here is a great example:
“Yanna-Torry from Pleased to Mail you” has sent you an email about “The role of Virtual Assistants in your Email strategy”. It says “Hey Steve, have you hear how important it is to make your emails accessible to virtual assistants? Not only will it help your open rates and help you achieve your marketing goals, but it is really really easy. Follow these three steps or reply back with “HELP” and I’ll get back to you ASAP to help make the necessary changes.” Would you like to reply?
How do you know it is working though? Unfortunately you can’t calculate yet how many people are reading their emails using a virtual assistants. But you can easily put an Easter egg (ie: a coupon code) that is only available when an email is being read to you.
"A report from Juniper claims that there are currently 3.25 billion voice assistants in use today. While a lot of those are on smartphones, VoiceBot.ai also reported that 1 in 4 American adults have access to a smart speaker, which is huge. 61% of those are using Amazon devices, which bodes well for email marketers. 24% of them are using Google Home devices, which will be awesome, assuming that Google ever updates Assistant to work with Gmail."Jason Rodriguez - Litmus - July 26, 2019