For banks, insurers and other regulated businesses
Build, check and approve campaigns before they go to Salesforce Marketing Cloud or another ESP. Legal text is locked into the modules your team builds from, and your own compliance rules run on every revision. With the export gate set to block, nothing is exported until every required approval is in.
UK co-operative with insurance and legal services businesses
Scandinavia’s largest non-life insurer
Danish digital insurer
How it works
Your ESP still sends. Campaigns are built and signed off in Better Email first, and the export gate holds back any campaign that fails a blocking check or is missing a required approval.
Brand, layout and legal text are set in the design system. Editors fill in the fields you open up.
Built-in checks and your own compliance rules run on every revision.
Brand, Compliance and Legal approve in order, each on the exact revision.
Approvals, skipped stages and exports are logged with who did what and when.
01/Design system
Your developers build the Email Design System once: modules, brand rules and the legal copy each campaign needs. Marketers build from it and can change only the fields you expose.
Editor view
Headline
Editable · Up to 60 characters
Rate
Editable · Format: 0.0% APR
Representative example
Editable · Required
Button link
Editable · https only, tracking required
Footer and regulatory text
Locked · Set in the design system
02/Pre-flight checks
Each revision is checked for broken links, personalisation that didn’t fill in, placeholder copy, accessibility against WCAG 2.2 AA and how the email renders. Your own rules run alongside. AI checks the campaign against them, and you set each rule to warn or to block export.
Example rules
Lending
“If the campaign mentions an interest rate, APR or any cost of credit, include a representative example and label the APR ‘representative’.”
Every brand
“The footer must carry the status line and Financial Services Register number for the company behind this brand.”
Investments
“If the campaign promotes investing, show ‘Capital at risk. The value of investments can go down as well as up, and you may get back less than you invest.’ before the first call to action.”
Insurance
“If the campaign promotes home, car or travel insurance, name the insurer that underwrites it and link to the IPID.”
Consumer Duty
“In campaigns about loans, credit cards or overdrafts, flag urgency such as ‘act now’ or ‘last chance’, unless the campaign states a real end date.”
Tone of voice
“Short sentences, no jargon and no exclamation marks. Explain a financial term the first time it appears.”
03/Approvals
Set up approval stages in the order your sign-off policy follows. Only the open stage is asked, and the next stage gets its request once everyone required has approved.
04/Audit trail
Each campaign carries its own history, and the organisation audit log covers everything else.
Personal loan, spring rates
Anna Lee created revision 5
Mon 09:12Pre-flight 31 of 31 checks passed
Mon 09:13Mikkel Berg approved revision 5 for Copy and brand
Mon 14:40Sara Patel approved revision 5 for Compliance
Tue 11:02James Okafor approved revision 5 for Legal
Wed 10:31Anna Lee exported revision 5 to Salesforce Marketing Cloud
Wed 10:3405/AI
Betty, Better Email’s AI agent, builds campaigns from your design system in your tone of voice. Her work goes through the same checks and approval stages as everyone else’s.
Where AI processing runs and which providers are involved: AI on the security page
06/Customers
Co-op sends more than 500 million customer communications a year and replaced five design systems with one. Role profiles, release management and audit logging were developed with Better Email to fit a 27-person team.
“Built by experts who understand the intricacies of great email communication, Better Email gives us the flexibility and functionality to create accessible, on-brand campaigns at scale.”
Tryg had all three brands live in three days and was one of the first insurers in Denmark to make its email marketing meet the European Accessibility Act.
“Better Email completely changed how we work with email. Our campaign specialists can focus on strategy and segmentation, while the rest of the team handles content confidently. And we know every email is accessible and on-brand.”
07/Security
Better Email ApS is a Danish company. Your campaigns, design systems and user accounts are stored and processed in the EU. Better Email doesn’t send, so campaigns already exported still go out if Better Email is down.
On request: CAIQ-Lite answers, business continuity and exit plans, and a penetration test summary under NDA. For EU financial entities, the DORA statement covers the register of information and the contract terms DORA requires.
08/Questions
No. Campaigns are built, checked and approved in Better Email, then exported to Salesforce Marketing Cloud, Adobe Campaign, Microsoft Dynamics 365 or the ESP you already use. Sending stays there.
No. Another member of Compliance has to approve it, even if the person who created the campaign works in Compliance.
Only admins can change the controls. An admin decides whether a missing approval blocks export, can skip a stage for one revision, and is the only one who can remove a required approver such as Legal from a campaign type. Skips are logged. You choose who may override a blocking check. Edits made in your ESP after export happen outside Better Email.
On Enterprise plans, the full audit log, including every approval and export, goes back at least a year.
A finding that’s wrong can be dismissed, and the dismissal is tracked. If a check misses something, the campaign still goes through your approval stages.
Changes go into a new revision, and approvals count only for the revision they were given on. Approval starts again at stage one.
Storage stays in the EU. By default, AI features use US providers under Standard Contractual Clauses and the UK Addendum, and email client previews are rendered in the US when you ask for one. Run AI on your own Amazon Bedrock account in an EU region to keep it in the EU.
No. DORA places its obligations on EU financial entities. Our DORA statement sets out what we provide so they can meet theirs: register-of-information details, the Article 30 contract terms, incident notification within 24 hours and an exit plan.
Book 15 minutes. Send the rule ahead of the call, and we’ll show it running as a pre-flight check on a campaign.