Approval

The formal sign off from the people who must review your email before it goes out. It is the step where stakeholders confirm the content is correct, safe, and on brand.

Approval is the step where someone with authority checks your email before you send it. It might be a manager, legal, brand, or a client. They look at copy, design, links, and basic details. The goal is to catch problems before the email reaches your list.

A clear approval process saves you from painful mistakes like wrong prices, broken links, or off brand messages. It also helps you avoid last minute panic before a big send. When everyone knows who must approve and by when, campaigns move faster. You spend less time chasing replies in long email threads.

A simple way to improve approvals is to decide who approves which type of email ahead of time. For example, legal checks sensitive offers, and marketing checks layout and tone. Set a short review window and share a final deadline. If someone does not respond in time, agree that the send can still go ahead.

Related terms

Email AppendingEmail appending is when you use a third party to add email addresses to your existing customer records based on other details like name or postal address. It is risky because these people did not ask to hear from you, which often leads to spam complaints and poor deliverability.
Email HeaderAn email header is the technical information attached to every email that shows where it came from and how it moved between servers. It also records checks that help decide whether the message is safe and legitimate.
Welcome EmailThe first email a new subscriber gets right after joining your list. It introduces your brand and confirms what they can expect from you.
Batch EmailBatch email is when you send the same email to many people at once. Your email platform sends it in groups so you can reach a large list without hurting deliverability.

Articles about Approval

August 2, 2026ISP deliverability guide: Yahoo and AOLFix Yahoo deliverability for AOL and Yahoo Mail with authentication, complaint handling, feedback loops, and list hygiene that protects inbox placement.
May 21, 2026Trial Expiration Email Best Practices: Reduce ChurnLearn trial expiration email best practices to reduce churn. Understand what makes effective trial expiration emails and how to convert trial users to paid.
February 11, 2026BIMI Alternatives: How to Get Your Logo to Show Next to Your EmailsWays to get your logo to show up in the inbox reliably!
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More references.

SMTP field manual.

Every SMTP reply code, with real bounces from mailbox providers and spam filters and who needs to act.

Bounce playbooks.

Step-by-step fixes for bounces from Gmail, Yahoo, Outlook, Apple, and more, plus what each provider expects from senders.

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