Faster approvals, fewer delays: How collaborative tools can transform email production

At Stripo, we recently introduced new collaboration features in our editor, including co-editing and commenting. These features allow team members to work on emails simultaneously and leave feedback directly within the editor. This approach significantly accelerates and simplifies email production, particularly by reducing the time spent on approvals.

We also recognize that implementing a new approval workflow requires effort and adaptation. To better understand the challenges teams face and uncover ways to improve efficiency, we asked marketing teams to share their experiences of collaboration during the email production and approval process.

What tools do teams use for collaboration and approvals?

The teams identified different tools that meet their needs at each stage of email production, where collaboration and discussion are important:

1. Brainstorming campaign ideas and setting objectives — Miro, Asana, Slack.
2. Creating and approving email copy — Google Docs.
3. Designing and approving email visuals — Figma.
4. Building emails — Google Docs (since most email builders lack a commenting feature).
5. Final email review and documentation of all changes — Asana, Slack, Jira.

How teams collaborate in practice

We begin by brainstorming and designing templates in tools, like Figma or Miro, which allow for easy commenting and sharing of ideas. Once the email template is finalized, the team builds it, and we use Google Docs for feedback and approvals.

Aishwarya Ragavendiran,

Member of Customer Marketing Alliance, Senior Lifecycle Marketing Manager at Credible.

We use Figma and Asana. Since we use visual screenshots as proofs in Figma, the client can check the visuals easily but won't be able to click on actual email links. So, we supplement this by including the draft link of the email in Asana. Asana is also way better as a general project management tool.

Xiaohui "X" Wang,

Co-founder at The Better Creative.

We use Slack for email review. This is mainly for our monthly newsletters to different audiences as we need input from the wider business on the content. We have dedicated Slack channels for these types of conversations, and we share the Stripo preview links and take responses on the Slack channel. As the changes are made, the live link is updated, so this works quite well for us at the volume we work with.

Stefanie Mainstone,

Head of CRM at Exclaimer.

All the tools mentioned enable seamless communication by allowing team members and stakeholders to provide feedback, respond to comments, and track progress effectively:

• creating dedicated chat threads for each project;
• using visual boards to track tasks;
• leaving comments in Figma and Google Docs for direct feedback.

But is this approach ideal?

Although these tools enhance collaboration, they also introduce certain inefficiencies. Let's explore the challenges teams face in using multiple platforms for approvals and explain how an integrated solution can improve the workflow.

What challenges arise when collaborating on email production?

One of the first challenges teams face in their existing production workflow is pinpointing where issues must be addressed. This is especially tricky during the email building stage in an ESP editor or email builder. This is when edits and suggestions often arise, but most tools lack built-in commenting features, obliging teams to backtrack to previous steps or rely on external tools to provide feedback.

Here are some common workarounds that teams use:

• linking to Figma or Google Docs with assigned comments;
• sending PDFs with annotations;
• using screenshots as proof in Figma;
• sharing a draft email link in a communication tool;
• taking screenshots of problematic sections needing revision;
• using Stripo preview links for review.

Keeping track of feedback across multiple tools

Another challenge is the scattering of comments across different tools, making it difficult to track where feedback was given, whether it was addressed, and what changes were made.

If this is for creative feedback, I like getting comments directly in Figma, but I also think it's important to be able to export the comments, which is one place where Figma falls short. I hate having to go back and forth between marked-up PDFs without the ability to have a discussion/respond directly, but I do see the value of keeping a historical record, especially since I'm in a regulated industry.

Grace Morales,

Senior Copywriter & Creative Lead at CVS Health.

Delays caused by scattered approvals

Miscommunication and time delays can be especially problematic when an email cannot be sent without client approval.

Mainly around client deadlines for final approval. Since we typically don't send emails without explicit client approval, utilizing multiple platforms for commenting and approving can lead to confusion and delays. We've implemented some fixes, such as date-based naming conventions, notification email reminders, and weekly updates on outstanding approvals.

Xiaohui "X" Wang,

Co-founder at The Better Creative.

Fragmented communication and missed feedback

When email marketing is part of a larger project involving multiple stakeholders, feedback can easily get lost in different channels and tools, resulting in extra review steps and uncertainty about where to share previews for approval.

These challenges tend to come from external projects where email is a supporting channel. Different people are using different channels and tools, so conversations often become fragmented. This sometimes leads to multiple review steps and our not knowing where is best to share previews for approval. Ultimately, this sometimes means we miss comments or feedback.

Stefanie Mainstone,

Head of CRM at Exclaimer.

The larger the team and the more levels of approval involved (such as legal and PR teams, in addition to the client), the more complex the process becomes. In a recent article, we delved into the challenges of working with large teams.

Is the solution to move all communication to the email builder?

At first glance, the answer seems obvious: shift all collaboration to the email builder if it supports commenting. But this approach raises challenges for teams. Let's explore their issues.

Concerns with switching to in-editor commenting

Tim Hart, Email Developer at Response Labs, shared his thoughts on using an email builder with commenting functionality:

We capture all of our email comments in our project management tool. Where I see potential gaps with this type of offering are cost and platform education:

1. Now, instead of paying for a single seat for a platform, I may have to pay for several seats, depending on how many people are involved in the design/approval process.
2. I have to train those people to use the platform (or pay someone to train them).
3. The final gap I see is in the environment. Email editors are pristine rendering environments, so it won't show the nuances or coding challenges a live proof in various inboxes demonstrates.

Tim Hart,

Email Developer at Response Labs.

These concerns are understandable. Many companies already rely on widely used tools, like Figma, Google Docs, or Miro — platforms they're familiar with and have already covered in their budgets. Switching to a new tool could add extra costs and require additional training.

Why the editor's co-editing and commenting feature is good for teams

Stripo offers features that streamline the email production process at every stage, making approval workflows faster and more efficient.

Here's how it works:

1. Assign custom roles to team members, allowing everyone to focus on their part of the email, whether it's copy, design, code, or everything at once.
2. Seamless workflow:
   • content creation and approval: Co-edit and comment in Stripo;
   • email design and approval: Build from scratch, use saved modules, or start with pre-built templates and comment as much as you need to in Stripo;
   • email development: Stripo lets you create emails using HTML code, drag-n-drop, the interactive module generator, or the AI Assistant;
   • final email review: Share a Stripo editor link for commenting and last-minute tweaks;
   • tracking changes: Use Stripo's Version History to document edits.

How would the ability to comment directly in the email editor influence the speed and quality of teamwork?

We asked email marketing professionals how being able to leave comments directly in an email editor would affect their workflow. Here's what they said:

Generally, the ability to comment directly in the email editor influences the speed and quality of teamwork. We split our development between in-ESP editors and third-party editors (like Stripo). If we have the comment feature available directly in all the end editors, it'll be useful for improving effectiveness for sure.

Xiaohui "X" Wang,

Co-founder at The Better Creative.

It's great, you coming up with this new feature, which has its advantages, notably in streamlining the process by reducing the need to switch between different platforms for feedback and revisions. Once designs are approved, only a select team will handle the review and final approval, and I assume they will already have access to and be able to easily use this new feature.

Aishwarya Ragavendiran,

Member of Customer Marketing Alliance, Senior Lifecycle Marketing Manager at Credible.

I think our internal workstreams, as the team grows, would greatly benefit from the commenting feature. Especially our email manager will be able to work in one tool, instead of having to jump around or chase people for information, if she is able to tag people in and see responses right there in Stripo. She spends around 40% of her working week in Stripo, so I can see a huge benefit to a commenting feature here.

Stefanie Mainstone,

Head of CRM at Exclaimer.

Five tips for a smooth transition to Stripo's co-editing and commenting functions

1. Define roles and permissions early: Assign clear roles within Stripo — designer, copywriter, developer, and reviewer — so each team member knows their responsibilities. This will minimize confusion and ensure an organized workflow from the start.
2. Provide quick training for your team: Although Stripo is user-friendly, a short onboarding session can familiarize team members with the co-editing and commenting features. Use Stripo's educational materials to accelerate adoption.
3. Integrate Stripo into your existing workflow: Instead of overhauling your process overnight, introduce Stripo's co-editing and commenting features step by step. Start with one or two projects, gather feedback, and adjust before fully transitioning.
4. Set clear review and approval guidelines: Establish a structured process for leaving comments, tagging team members, and resolving feedback within Stripo. This will prevent scattered communication and ensure that everyone is aligned on deadlines.
5. Leverage Stripo's Version History for transparency: Use the built-in Version History feature to track changes, compare drafts, and restore previous versions if needed. This will help teams stay organized and eliminate the risk of losing important updates.

Wrapping up

Adopting new workflows can feel unfamiliar, and challenges may arise. But with the right approach, Stripo's co-editing and commenting features can transform how your team collaborates on emails, making the process faster, smoother, and more efficient. And if you ever need help, the Stripo team is always here to support you!