What is Approval in Email Marketing?
Approval in
Email Marketing refers to the process of getting consent or authorization before sending out emails to a specific list of recipients. This ensures that the emails are compliant with various regulations and that they meet the standards set by the organization.
Why is Approval Necessary?
The necessity for approval stems from both legal and strategic reasons. Legally, regulations like the
CAN-SPAM Act in the United States and
GDPR in Europe mandate that businesses should secure consent from recipients before sending marketing emails. Strategically, obtaining approval helps maintain the sender's
reputation and enhances the effectiveness of the marketing campaigns.
Content Creation: Crafting the email content including the subject line, body, and
call-to-action elements.
Internal Review: Internal stakeholders review the email for accuracy, compliance, and relevance.
Compliance Check: Ensuring that the email adheres to legal guidelines and company policies.
Test Send: Sending test emails to a small group to identify any issues.
Final Approval: Getting the final green light from decision-makers before the email is sent to the entire list.
Marketing Team: Responsible for the content and overall strategy.
Legal Team: Ensures compliance with laws and regulations.
Design Team: Reviews the visual elements and layout.
Management: Provides final approval to ensure alignment with business objectives.
Understand the reasons for rejection by consulting with the stakeholders.
Make the necessary revisions and improvements.
Resubmit the email for another round of approvals.
Best Practices for a Smooth Approval Process
Here are some best practices to ensure a smooth approval process: Set clear guidelines and expectations from the beginning.
Use
templates and checklists to streamline the review process.
Maintain open communication among all stakeholders.
Track and document the approval process for future reference.