What is Final Approval?
In the context of
email marketing, final approval is the last step in the process before an email campaign goes live. It involves a thorough review by stakeholders to ensure that all elements of the email—such as content, design, links, and compliance—meet the desired standards and objectives.
Why is Final Approval Important?
Final approval is crucial because it acts as a quality control measure. It helps to catch any
errors or inconsistencies that could affect the campaign's performance or brand reputation. Without this step, you risk sending out emails that may contain
typos, broken links, or non-compliant content, which can lead to poor user experience and potential legal issues.
Who Should Be Involved?
Typically, the final approval process should involve key stakeholders such as the
marketing manager, content creators, designers, and compliance officers. Each individual brings a unique perspective to ensure that the email aligns with the campaign’s goals and adheres to legal standards.
Content: Check for grammar, spelling, and tone.
Design: Ensure that the layout is visually appealing and mobile-friendly.
Links: Verify that all hyperlinks are functional and direct to the correct pages.
Compliance: Make sure the email adheres to legal requirements such as GDPR or CAN-SPAM.
Call to Action (CTA): Ensure that CTAs are clear and compelling.
Checklist: Develop a checklist that outlines all the elements that need to be reviewed.
Test Emails: Send test emails to different devices and email clients to check compatibility.
Feedback Loop: Create a feedback loop where stakeholders can provide their input and suggest changes.
Documentation: Document all changes and approvals to maintain a record for future reference.
Litmus: For testing email compatibility across different devices and clients.
Grammarly: For proofreading and grammar checking.
Google Analytics: To track email performance metrics post-approval.
Trello: For project management and tracking feedback.
Common Pitfalls to Avoid
Be aware of common pitfalls that can derail the final approval process: Rushed Reviews: Allocating insufficient time for thorough reviews can lead to missed errors.
Lack of Communication: Poor communication among stakeholders can result in misunderstandings and overlooked elements.
Ignoring Feedback: Not addressing feedback can compromise the quality of the final email.
Conclusion
Final approval is a vital step in
email marketing that ensures the quality and effectiveness of your campaigns. By involving the right stakeholders, using helpful tools, and following best practices, you can avoid common pitfalls and set your email campaigns up for success.