Introducing email governance

Any marketer will tell you email marketing is a huge channel for growth, whether you’re marketing to prospects, partners, or existing customers.  

It’s also a channel with particular risk because you don’t have “do-overs.” Once an email goes out to hundreds or even thousands of people, you can’t fix any mistakes that might have been lurking in it, like spelling errors, a missing ALT tags, or a detail like an outdated product reference. 

Siloed teams and manual checks are often the culprits: When the person who is creating and sending the email isn’t necessarily a copywriter, and everyone involved is spread so thin that manual checks fall by the wayside, it’s easy for mistakes to be introduced.  

Worst of all, just one error can run afoul of compliance regulations, erode your audience’s trust, or cause reputational damage. 

A solution for all email marketers 

We’ve built our latest tool, Email Governance, to help marketing teams scan for errors in emails and fix them before hitting “send.” Within it, all checks are streamlined, including those for brand consistency, accessibility compliance, and company-specific policies.  

Think of it as a “pre-send checker” that identifies errors, within the email creation process and directly within platforms like Salesforce Pardot, HubSpot, Adobe, and Optimizely. It’s a great complement to Brand Consistency, which works within your CMS or DXP, to make sure that details like font, color palette, and tone are correct across your entire site.  

If you’re serious about putting your best foot forward with your brand in each and every email, Email Governance will give you peace of mind.  

What to expect from Email Governance 

There’s a lot to love about this new product, from lots of different people on your team.  

• Comprehensive pre-send checks: Unlike tools that focus solely on design previews, Email Governance automatically scans emails for accessibility, quality, and policy compliance before sending. Pre-send checks are critical for any holistic governance approach.  

• Automated accessibility validation: By detecting missing ALT text, problematic color contrasts, and other accessibility barriers, the tool helps maintain compliance with legal requirements and promotes inclusivity for all recipients.  

• Bolstered brand consistency, policy adherence, and quality assurance: The tool verifies that emails align with company templates, product names, and brand guidelines, so your messaging is consistent and your risks of legal and compliance issues are reduced.  

• Seamless in-platform integration: Because Email Governance works directly within major email platforms like Salesforce Marketing Cloud, Adobe Campaign, Marketo, and HubSpot, marketers can get real-time feedback without disrupting existing workflows.  

• Data-driven insights: Actionable, data-backed insights underpin guidance related to readability and accessibility.  

High-quality, error-free campaigns are a necessity in marketing, as is automating as much as possible within marketing workflows. I’m proud to have been a part of getting Email Governance to market, and I’m looking forward to seeing how customers respond to it.  

As is always the case with our products, new features will be added as we get feedback from users!