Client Approvals Without Chaos: The 5‑Email Sequence That Works

When it comes to moving creative projects across the finish line, the client approval process is either your team’s best friend or its nemesis. We’ve all felt the ripple effect of unclear communication, missed deadlines, or approval loops that seem never-ending. At SizeIM, years of hands-on experience collaborating with agencies, marketers, and designers showed us that the root issue isn’t client pickiness or team talent, but a chaotic approach to communication—especially over email.

If you find yourself going in circles with revisions, tracking countless email threads, and resorting to frantic last-minute calls to get approval, this blog is for you. We’re sharing a unique, field-tested five-email sequence for securing client approvals without the usual hassle or stress. It’s not just about templates, but about a mindset and cadence that makes the review process smoother for clients and teams alike.

Why Client Approvals Go Sideways (And Why Email Is Still King)

Before diving into the sequence, let’s quickly break down why so many marketing teams end up overwhelmed during creative reviews:

Scattered input and feedback—from multiple clients, brand managers, or stakeholders.
Unclear expectations—not everyone knows what a “yes” or “ready to ship” actually looks like for final creative.
Email bloat—feedback is lost in giant reply-alls, cross-threaded conversations, and outdated attachments.

Email is still standard for many clients and agencies. It’s universally accessible, keeps an audit trail, and works with how brands already communicate. But the secret to success is using it with structure, clarity, and predictability.

The Anatomy of an Approval Sequence: What Makes It Work?

We’ve tested dozens of approaches—from collaborative docs, to commenting tools, to AI-driven chatrooms. In the end, a disciplined email sequence still consistently produced:

Fewer rounds of feedback (literally saving days per campaign).
Client satisfaction scores up and back-and-forth down.
Designers and account managers able to actually get work done—not chase responses.

This only happens when each email in the chain has a specific purpose and clients know what to expect next. Let’s walk through the five-email sequence that gets results.

Step 1: The Clear Kickoff — Set the Stage for Approval

The first email in your sequence isn’t about sending files. It’s about framing the project and giving clients a heads-up about what’s coming. This sets expectations and establishes trust.

Summarize project background and objectives in 2-3 bullets.
List all deliverables they will be reviewing (not just file names, but the type and format).
Explain the upcoming approval process and timeline. Be clear on who should reply with feedback, and by when.
Mention you’ll send the creative for review in your next email, keeping this one focused and skimmable.

We’ve consistently seen that this kickoff email eliminates confusion later and helps the right decision-makers get involved early.

Step 2: The First Look — Deliver Creative With Laser-Focused Questions

Now it’s time to send the actual creative files or links. The biggest mistake is sending a bunch of attachments with a “What do you think?” message. Instead:

Frame your creative. In 2-3 lines, recap the intent behind the work.
Attach or link to files (one version at a time, or use a folder with clear organization).
Ask pointed questions—e.g., “Are brand colors exactly as required?” or “Does the headline tone fit your current campaign messaging?”
Include a quick checklist of what is ready for review versus what might still be in progress—and invite focused feedback, rather than general opinions.

This approach narrows the feedback scope and helps clients give actionable direction, not just vague impressions.

Step 3: The Nudge — Follow Up With Purpose, Not Pressure

If there’s no reply by the agreed review date, don’t just forward the original thread. Send a short, direct “nudge” message with context:

Remind them of the pending deliverables and why their input matters (e.g., “Your sign-off will let us meet the next media deadline”).
Copy only the necessary people who can actually make the call, not everyone from the kickoff.
Politely state the next step if you don’t hear back (for example, “We will assume sign-off by Friday if there are no further comments”).

This keeps things moving respectfully—without seeming impatient, you’re protecting both your own deadline and the client’s goals.

Step 4: The Clarifier — Address Feedback and Document Decisions

This fourth email is crucial and often skipped. After the client responds with feedback, reply with:

A summary of their points (copy-paste and condense for clarity).
A proposed revision approach—be specific, not just “we’ll fix it.”
A restatement of what is approved versus not approved yet.
A quick thank-you for their input, reinforcing partnership.

By writing out what changes you’re making (and why), you reduce the risk of further confusion and help everyone feel heard. Clients appreciate seeing that their feedback matters and knowing their requests won’t get lost in your workflow.

Step 5: The Final Sign-Off — Make Saying Yes Easy

The last message in your sequence wraps it up with clarity and gratitude. Make it easy for clients to approve by:

Listing exactly what’s changed based on their feedback, and linking to the final versions.
Requesting a simple “approved” reply or digital sign-off—don’t ask them to hunt for earlier messages.
Outlining next steps—what you’ll handle after approval, like trafficking ads or scheduling deployment.
Thanking them for keeping the review running smoothly so you both look great when the ads go live.

This closes the loop, gets the team moving, and plants the seed for a future partnership built on smooth processes.

Bonus: Upgrading Your Sequence for Display Ad Campaigns

For marketing agencies and design teams handling multi-size, multi-platform display ad campaigns, managing feedback can get unwieldy. Every variation (from leaderboard to mobile square) begs for tiny tweaks, but your client might only want to approve the set once. Here’s how we handle it internally at SizeIM:

Send links to a shared preview folder organized by ad size and platform. (If you’re using a platform like ours, consolidate formats for less confusion.)
Use a simple summary chart in your emails (“Size / Platform / Status” columns) to keep track of what’s approved.
Bundle related assets—like a family of banners—so clients can review the full campaign for cohesion and spot inconsistencies at a glance.

Want to learn more about streamlining multi-size approvals? Our deep dive on the 24-hour creative review sprint may help.

Advanced Strategies for Smoother Client Approvals

Beyond the five core emails, here are a few pro tips that bridge agency process and client peace of mind:

Use file naming conventions that match what the client expects—avoid generic names like “final2.psd” for version control.
Centralize feedback with showdown links for larger teams, but always confirm major decisions in email.
Customize your cadence based on the client’s work style. Fast-moving e-commerce brands may want shorter windows, while legacy enterprises might need a slower handover.
Keep your pipeline moving by prepping internal templates for each stage of the sequence. Don’t improvise at crunch time!

Your goal isn’t just faster approvals, but repeatable, stress-free launches that foster loyalty and referrals.

Common Pitfalls (And How to Avoid Them)

Even the best sequences can get derailed. Here’s what we watch out for:

Mixing approval emails with chatty updates. Clients get confused and key instructions get lost in the noise.
Asking for too many decisions at once. Break big asks into focused emails—this is a huge morale-saver.
Letting feedback get siloed. Always compile and share a single list of actionable changes.
Assuming silence means yes. Always double-confirm final sign-off before you ship. It’s better for everyone’s sanity.

For more on approval workflows and creative ops best practices, check out our recent article on templates, file policies, and approval SLAs.

Making Approvals a Relationship Builder, Not a Bottleneck

When you shift your thinking from “getting sign-off” to “making our clients feel invested and informed,” the approval process becomes a trust builder instead of a stressor. With the five-email approval sequence, teams can confidently prep, present, gather feedback, clarify, and close the loop—without drama.

That peace of mind gets noticed, and helps your campaigns launch faster, smoother, and with fewer revision cycles. It’s a win for clients, a win for creatives, and a win for everyone involved in the digital marketing arena.

Want to see how we handle client approvals at scale—automating versioning for banner ads and keeping teams laser-focused on feedback instead of busywork? Experience the SizeIM platform in action. Take a tour or start for free here and see how we help agencies ditch the chaos and launch campaigns faster, every time.