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Improving email quality and efficiency with the MessageFocus Approval System


  1. Provide an effective way for stakeholders to provide feedback
  2. Improve the quality of the final product


  1. Has ensured that all marketers are sending with confidence
  2. So effective that it’s now used on all subscription email campaigns

The Brand

With email volumes increasing and marketing departments having less time and resource, email marketing performance and effectiveness becomes more and more important. With the importance of email marketing comes the importance of quality.

Dennis Publishing employ a busy subscriptions team, sending on average 10 subscription builder emails a week. With a high demand on their time, coordinating sign-off from internal stakeholders was proving time consuming and was not always possible.





The Goal

Dennis Publishing needed to find a way that they could automatically send the final campaign to all the stakeholders at once for feedback and sign-off. The stakeholders then needed a platform to submit feedback into a central area, so amends could be made quickly and efficiently so as not to delay send times.

The Solution

The MessageFocus Approval System allows our clients to control and record the sign-off process for email campaigns. This can be used both internally and with third parties who do not have access to MessageFocus. It works by sending an approval copy of the email to the nominated email addresses. This email can then be approved or rejected by the approval recipient via an approval feedback form. Feedback comments can also be added which can then be accessed within the campaign in MessageFocus.

The email campaign can then be launched automatically following approval, or launched manually allowing total control over email campaigns that leave MessageFocus.

The Functionality

The Adestra API also queries the MessageFocus database to prefill any information that is already held. This also means that the pop-up is programmed to not appear again if someone has previously submitted their details. Adestra’s API is easily adaptable for use across multiple sectors and e-commerce scenarios. It’s a simple, automated way of capturing data and uploading it, avoiding the traditional manual process.

The Lessons

Dennis Publishing use the MessageFocus Approval System for all of their subscription email campaigns.

The simple process of approval as part of campaign set-up ensures all marketers are sending with confidence regardless of whether it’s their newest employee or their most experienced marketer.

The Results

The MessageFocus Approval System has helped ensure that campaigns are of a high quality and sent out on time as all stakeholders are able to easily provide feedback and amends.

The MessageFocus Approval system has made a real difference to help ensure the quality of our emails. Working in a large organisation, it can be difficult to get all stakeholders to approve an email prior to launch but the approval is an automated way of doing this, making sure an email is checked before it is sent out. Marketing Manager, Dennis Publishing