Approvals and review
Review should make ownership clear without turning every small edit into a meeting. Use a formal approval workflow where available, or apply the same checklist manually.
Assign the roles
Section titled “Assign the roles”- Owner: accountable for the goal, audience, and final decision.
- Brand reviewer: checks voice, positioning, and terminology.
- Subject expert: checks facts, product details, pricing, or regulated claims.
- Operations reviewer: checks audience, sender, domains, links, schedule, and suppression.
One person can hold several roles, but the final owner should always be known.
Review the message
Section titled “Review the message”Check:
- purpose and audience fit
- factual accuracy and source support
- brand voice and required terminology
- unsupported guarantees or overconfident claims
- personalization and merge-field fallback behavior
- subject, preview text, and call to action
- links, images, alt text, and mobile rendering
Review AI-generated work as a draft. Applying a Loop proposal means the content changed; it does not mean the result has been approved for delivery.
Review the send
Section titled “Review the send”The final broadcast or automation needs a separate operational review:
- included and excluded audience
- final sendable count
- unsubscribe, bounce, complaint, and manual suppressions
- verified sending domain and sender match
- reply-to address
- company address and footer
- schedule, timezone, quiet hours, and frequency caps
- owner for pause, retry, or cancellation decisions
Use an approval workflow
Section titled “Use an approval workflow”Where your plan includes approvals:
- Submit the artifact for review with enough context to evaluate it.
- Reviewers approve or request changes.
- Feedback should describe the failed criterion, not only personal preference.
- After changes, confirm whether the previous approval is still valid.
- Publish or continue to delivery only from the current approved version.
If formal approvals are not available, record the reviewer and decision in the team’s operating process.
Final quality bar
Section titled “Final quality bar”The owner should be able to say:
- this audience is intentional
- the message is accurate and on-brand
- risky claims were checked by the right person
- suppression and consent requirements are respected
- the sender, links, and schedule are correct
- the final version in CopyLoop is the version that was reviewed
For a complete send path, see Plan your first broadcast.