An Introduction to Veeva Approved Emails

Email can be a powerful part of your multichannel strategy. While it lacks the impact of meeting face to face, it has greater range and many HCPs that are hard to meet in person will still be contactable by email. However, corporate campaign emails tend to have lower open rates, as the message is not tailored to the reader, and handwritten emails are limited to plain text, and present issues with compliance. Veeva Approved Emails utilise HTML, can be tailored for a specific HCP, and are managed centrally through Vault to ensure compliance. To use them, all the rep needs to do is choose an account in the Veeva app, select an email template, make the adjustments they need, and send. In this article we will have a look at some of the key features that you should understand to get the most out of Veeva Approved Emails.

Content that comprises a Veeva Approved Email:

Email Template:

This is the only non-optional element; it is an HTML document which forms the base of the email into which other elements can be inserted.


These are chunks of HTML content that you can insert into the Email Template. There are two types:

  • Email Fragments: These are pieces of content that can be inserted into the body of the email. They will be selected by the rep at the time of sending the email, based on what information they think the HCP will be interested in.
  • Template Fragments: These are header or footer fragments containing boilerplate that will be standard across multiple Email Templates. They do not need to be inserted by reps as they are associated with Email Templates at the Vault level.


These are pieces of non-HTML code that are placed in the HTML document to tell Veeva to do something at that position. For example, {{insertEmailFragments}} is placed where the Email Fragments should be inserted. There are several types of token:

  • Custom text tokens allow the rep to insert some handwritten text into the email, or select some text from a dropdown menu to add a bit more personalisation. You can block certain words such as the product name to prevent the sender from accidentally making the email non-compliant.
  • Dynamic footnote and citation tokens can be used when you have fragments with their own citations and footnotes. They allow Veeva to automatically number all the footnotes and citations and put them neatly in one place, outside the main body of the email.
  • Merge tokens pull data from the Account and User objects to automatically perform actions such as insert the HCPs name into the salutation line of the email or insert the sender’s name into the subject line. You also tag hyperlinks with merge tokens to track when a user has visited your website via that hyperlink. This requires setting up the website to enable this behaviour.
  • Approved Email action tokens provide another way to track users clicks. This token creates a link that when clicked, creates a Multichannel Message Record, so you can use it to track click throughs. You can also leave the link target blank to implement buttons such as “Yes, I will be attending this meeting”, that create a record, but do not link anywhere.
  • Document tokens link to Veeva documents such as promotional pieces. This allows similar functionality to sending an attachment in a normal email, but the linked document can be managed in Vault. You can also use them as a compliant way to send Veeva Surveys and Veeva CoBrowse invitations.
  • Custom content tokens. This is the most powerful token which is also the most complex to use. It allows a value from any custom object, that the user has access to and is synced to the device, to be inserted in the email. In practice this token is rarely needed, as the other tokens cover most of the normal use cases, but it opens up a wide range of possibilities for inserting custom content text or HTML into the email.

Other features

Open Count

By inserting a 1 pixel square image into your email, Veeva can show you a count of how many times it has been opened, based on how many times the image has been loaded from their server. As Veeva does this by default, it’s the simplest way to find out if your emails are getting through. The downside is, if the HCP has “do not load images” enabled in their email viewer, Veeva won’t be able to detect them opening the email.

CLM integration

The Veeva CRM JavaScript Library provides methods to select email templates and fragments in the background and launch the Send Email UI. These actions can be hooked up to buttons or gestures in a CLM presentation, allowing reps to build up a tailored email while presenting. This can provide the HCP with further reading material on topics that they have expressed an interest in during the presentation, with minimal extra effort for the rep.

Extra information

The different email clients vary in their support for different HTML features, so care needs to be taken to produce HTML that renders nicely across different email clients, browsers and devices.

Interested in learning more about Veeva approved emails? Check out our video series, starting with episode one, or get in touch to find out how we could help you.