Fascinated by switching your e-mail service supplier (ESP)? You’re not alone. Numerous companies determine to maneuver their e-mail advertising to a brand new platform. It could possibly be as a result of they’re trying to find higher options, need to avoid wasting cash, want improved e-mail supply, are in search of extra highly effective automation, or simply need a greater assist expertise.
And let’s be sincere, a contemporary begin with a brand new ESP could be actually thrilling. However determining the place to even start with the entire migration course of? That may really feel a bit overwhelming.
The excellent news is, should you plan fastidiously and take a structured strategy, switching ESPs can truly be a reasonably easy transition, and it may possibly critically set your e-mail advertising up for some main wins. That’s why we’ve created this one-stop ESP migration guidelines – your go-to information for navigating the entire thing, from begin to end.
The last word ESP migration guidelines
Okay, so an ESP migration undoubtedly wants a methodical strategy. Following these steps, which we’ve damaged down into key phases, will allow you to make a profitable transfer to your new e-mail service supplier.
Part 1: Planning and technique
This primary part is arguably the most essential. Getting this proper upfront can prevent from some critically pricey errors and makes certain your whole ESP migration is completely aligned with your corporation targets.
1. Outline your migration targets
Earlier than diving into technical particulars, clearly articulate why you’re switching your ESP. Are you in search of extra superior automation options that your present supplier lacks? Is all of it about slicing prices? Possibly you’re fighting emails ending up in spam folders, otherwise you want integrations that your previous platform merely doesn’t assist.
Writing these targets down provides you a transparent route for the entire migration, influences which new supplier you select, and helps you determine what to prioritize throughout the transfer. Having these clear aims ensures you choose an ESP that actually solves your issues and units you up for achievement.
2. Audit your present ESP setup
You may’t transfer issues successfully should you don’t know what you’re transferring. It’s price conducting an intensive audit of what you’re at the moment working with in your present ESP, similar to:
- Documenting lists and segmentation: Make a remark of all of your lively e-mail lists, the way you’ve segmented them (by persona? By engagement? By buy historical past?) and any tags you’re utilizing
- Inventory of property: Create a whole checklist of all of your essential e-mail templates, content material blocks you reuse, touchdown pages you’re internet hosting together with your ESP, and web site sign-up varieties
- Mapping automations: Rigorously doc all of the automation workflows you’ve operating (e.g. welcome emails, deserted cart reminders, re-engagement campaigns, and many others.). Jot down the triggers, the logic, the timing, and all of the emails concerned in every. Screenshots and even flowcharts is usually a lifesaver right here
- Figuring out key metrics and information: Determine which previous efficiency information metrics (like open charges, click on charges, conversion information, checklist progress) will assist evaluate future outcomes to present benchmarks after the migration is full
- Itemizing integrations: Itemize all instruments related to your ESP, similar to your buyer relationship administration platform (CRM), your ecommerce platform, your analytics software program, any buyer information platforms (CDPs) you’re utilizing, and another advertising tech platforms. Realizing how these connections work is essential for the success of your new ESP
3. Choose your new ESP
Now that you’ve got a transparent thought of your targets and perceive your present setup, it’s time to search out the suitable e-mail service supplier for you. Take a while to analysis completely different choices and remember your particular wants. Listed here are a number of essential components to think about:
- Options: Does the platform present the segmentation, automation, testing, and reporting instruments you’re in search of?
- Ease of use: Is the interface user-friendly in your crew? You need everybody to really feel comfy navigating it
- Pricing: Does the pricing construction work in your finances, and does it scale moderately as your wants develop?
- Scalability: Can the e-mail advertising service broaden alongside your corporation and rising contact checklist?
- Assist: What sort of buyer assist are you able to anticipate? Search for choices like e-mail, cellphone, chat, or perhaps a devoted Buyer Success Supervisor. Test evaluations to see what others say about their assist expertise
- Integration capabilities: Can the e-mail advertising platform simply join together with your present instruments, like your CRM or ecommerce methods? If doable, ask for demos or trials so you will get a really feel for the service earlier than making a dedication
4. Set up a timeline
Migrating to a brand new ESP is a giant enterprise, so it’s essential to create a sensible timeline that outlines every step and highlights key milestones. Begin by breaking down the duties you recognized in your audit and assign them to particular crew members.
For instance, the Advertising Supervisor can deal with the general technique, the Electronic mail Specialist can work on recreating templates, and IT can maintain the area title system (DNS) modifications. Don’t overlook to schedule common check-ins to verify everyone seems to be on observe and to maintain the mission transferring ahead.
Part 2: Pre-migration duties
As soon as your plan is full, it’s time to get your information and methods prepared for the precise transfer. Skipping these steps can result in some critical complications down the road.
1. Clear your e-mail checklist
This step is crucial for making your ESP migration run easily and for conserving your sender popularity in fine condition. Earlier than you export any of your contacts, clear your e-mail checklist. Do away with or suppress:
- Onerous bounces (invalid e-mail addresses)
- Subscribers who’ve been inactive for ages (haven’t clicked or opened something in 6-12+ months)
- Any identified spam entice addresses
- Unsubscribes (ensure these are in your checklist of individuals you don’t need to e-mail)
If it is advisable, use a listing validation service to assist with this. Beginning off with a clear, engaged e-mail checklist in your new ESP is completely essential for getting good deliverability from day one.
2. Backup all the pieces
Simply assume you received’t be capable of get something out of your previous ESP when you’ve left. So, create full backups of all of your essential information and property earlier than you begin the migration:
- Subscriber lists: Export all of your contacts, together with any customized fields, how they’re segmented, after they opted in, and the way engaged they’re
- Suppression lists: Export these lists of unsubscribed folks, bounced addresses, and anybody who’s complained. That is tremendous essential for staying compliant
- Electronic mail templates: Save the HTML code or design recordsdata for all of your most important e-mail templates
- Automation logic: Take screenshots or make diagrams that present the construction and guidelines of your workflows
- Efficiency reviews: Export any previous marketing campaign stats, checklist progress information, and another reviews you may want for future reference or evaluating efficiency
Retailer these backups someplace secure and ensure they’re straightforward to entry.
3. Inform stakeholders
Maintain all related crew members within the loop concerning the ESP migration course of and timelines. This contains your advertising colleagues who depend on e-mail campaigns, the gross sales crew who may use CRM integrations, your IT crew who may want to assist with technical features (like DNS), and your buyer assist crew who may get questions if something goes flawed. Clear communication helps keep away from surprises and makes certain everybody works collectively easily.
4. Arrange your new ESP account
Begin configuring the fundamental settings in your new e-mail service supplier. This implies organising your account profile, including your crew members with the suitable permissions, setting your default sender names and addresses (“from” addresses), and placing in any firm info the platform wants. Additionally, take a while to get acquainted with easy methods to navigate round and use the dashboard.
5. Plan for IP warming (if relevant)
If you happen to’ll be utilizing a devoted IP handle in your new ESP (as an alternative of sharing one with different senders), you’ll have to heat up that IP. This can be a strategy of step by step growing what number of emails you ship over a number of weeks to construct a superb popularity with web service suppliers (ISPs).
Make an in depth warming plan, typically beginning by sending to your most engaged subscribers. Most good ESPs gives you particular recommendation and schedules for this – it’s a good suggestion to observe their suggestions intently.
Part 3: The migration course of
That is the place you truly transfer your information and rebuild all the pieces within the new ESP. Take it one step at a time.
1. Import subscribers
Begin transferring your contacts. Add subscriber lists into your new ESP. Be actually cautious to map customized fields appropriately so that you don’t lose any invaluable information. Import your suppression checklist (unsubscribes and bounces) first, or ensure the platform has a option to deal with this throughout the import, so that you don’t by accident e-mail individuals who shouldn’t be contacted. Double-check your checklist counts after importing to verify all the pieces’s correct.
2. Recreate property
Now, rebuild the issues your subscribers see and work together with:
- Electronic mail templates: Use the brand new ESP’s editor to recreate your most important e-mail templates. This retains issues constant and makes certain they give the impression of being good on cellular. You may import HTML, however typically rebuilding them within the new platform provides you higher compatibility
- Signal-up varieties: Recreate your web site sign-up varieties utilizing the brand new ESP’s instruments and change the previous varieties in your web site and touchdown pages. Take a look at them to verify new subscribers are being added to your lists appropriately
- Touchdown pages: If you happen to used your previous ESP to host any touchdown pages, rebuild them within the new platform or your individual web site’s content material administration system (CMS)
3. Rebuild automations and workflows
Utilizing the notes you made throughout your audit (again in Part 1) fastidiously recreate your automated e-mail sequences (similar to your welcome sequence, nurture campaigns, deserted cart reminders, and many others.) within the new ESP. Pay shut consideration to the triggers, delays, any “if this, then that” logic, and the precise emails utilized in every step. Take a look at these workflows completely earlier than you set them stay.
4. Arrange integrations
Reconnect your new e-mail service supplier to all of your different enterprise methods. This often entails organising connections to your CRM, your ecommerce platform, your web site’s CMS, your analytics instruments, and another related software program.
Observe the combination guides supplied by your new ESP and the opposite instruments you’re connecting. Take a look at that information is syncing appropriately – for instance, ensure new prospects out of your on-line retailer are being added to your ESP, and that e-mail engagement information is flowing again to your CRM, if that’s one thing you want.
5. Configure authentication (DNS data)
This can be a technical step, nevertheless it’s important for getting your emails delivered. You’ll have to replace your area title system (DNS) data to inform web service suppliers (ISPs) that your new ESP has permission to ship emails in your behalf. This entails including or altering sender coverage framework (SPF), area keys recognized mail (DKIM), and presumably domain-based message authentication, reporting & conformance (DMARC) data.
Your new ESP gives you the precise report values it is advisable add by your area registrar or area title system (DNS) supplier. Give these data a while to replace throughout the web (this will take as much as 48 hours, although it’s typically a lot quicker).
Part 4: Submit-migration
The principle migration is finished, however you’re not fairly completed but. This part is all about testing, keeping track of issues, finalizing the transfer, and getting your crew prepared.
1. Thorough testing
Earlier than you begin sending out massive campaigns or totally relying in your automations, double-check all the pieces:
- Ship take a look at campaigns to an inner “seed checklist” (a listing of colleagues utilizing completely different e-mail shoppers like Gmail, Outlook, Apple Mail) to verify how your emails look and if all of the hyperlinks are working
- Set off each single automation workflow from begin to end to verify the logic, timing, and e-mail supply are all appropriate
- Submit take a look at entries by all of your new sign-up varieties
- Confirm that information is flowing appropriately by all of your integrations
2. Execute IP warming plan (if relevant)
If you happen to created an IP warming plan again in Part 2, now’s the time to place it into motion. Begin by sending small batches of emails to your most engaged subscribers, after which step by step enhance the amount every day or week, following the schedule you created. Maintain a detailed eye in your deliverability metrics throughout this.
3. Monitor efficiency intently
Maintain a extremely shut eye in your key e-mail advertising metrics and deliverability in your new ESP, particularly in these first few weeks after the migration:
- Deliverability charges: Be careful for bounce charges (each arduous and gentle bounces)
- Engagement metrics: Monitor open charges, click-through charges, and the way properly your emails are changing
- Checklist well being: Observe unsubscribe charges and criticism charges
Examine these numbers to what you have been seeing in your previous ESP. If you happen to discover any important drops in efficiency or any deliverability points, attain out to your new ESP’s assist crew instantly.
4. Run parallel methods (elective however advisable)
For a short while (possibly every week or two), you may need to preserve your previous ESP lively. This can assist you catch any last-minute sign-ups or act as a backup in case something sudden occurs. Simply keep in mind to ship all of your outgoing emails solely from the brand new ESP to keep away from complicated folks and to correctly heat up your IP handle, should you’re doing that.
5. Decommission your previous ESP
Solely cancel your account together with your previous supplier while you’re 100% certain that your new ESP is working completely, all of your information and property have been moved over appropriately, your integrations are functioning, your efficiency is secure, and also you’ve completed warming up your IP (if that was needed). Double-check that you’ve got all of your backups earlier than you pull the plug.
6. Prepare your crew
Be certain that everybody in your crew who will probably be utilizing the brand new ESP will get correct coaching. Assist them get acquainted with the brand new interface, the options, the template editor, the segmentation instruments, and the reporting dashboards.
Give them entry to any assist documentation, or arrange coaching periods with the ESP vendor if they provide them. A well-trained crew will be capable of take full benefit of the brand new platform proper from the beginning.
Select Dotdigital as your ESP
Dotdigital delivers a complete, all-in-one advertising platform, empowering you to create personalised, data-driven experiences with important outcomes. Right here’s how:
- Hyper-personalized campaigns: Interact prospects with dynamic content material that adapts to particular person behaviors, driving larger conversions. Think about emails that greet by title, suggest based mostly on shopping historical past, and tailor gives exactly
- Cross-channel engagement: Lengthen your attain past e-mail. Unify SMS, WhatsApp, social media, and touchdown pages for a constant, partaking buyer journey throughout all touchpoints
- Actionable buyer insights: You should use Dotdigital’s superior reporting to uncover deep buyer behaviors, section your viewers, and optimize your technique for max influence
- Scalable progress platform: Confidently develop your advertising efforts, from startup to enterprise, with a platform constructed to deal with complicated journeys and excessive volumes
- Devoted assist: Dotdigital supplies distinctive customer support, together with skilled companies, devoted buyer success managers, e-mail designers, advertising strategists, and deliverability consultants. The devoted assist crew is on the market to information you thru each step, from onboarding to marketing campaign optimization
- Superior deliverability: Touchdown in inboxes is so essential for e-mail success. Dotdigital gives superior instruments and experience to make sure your emails attain their supposed viewers, maximizing your campaigns
Don’t rush your ESP migration
Switching ESPs can really feel like a race towards the clock. You’re most likely desperate to get all these new options up and operating, and possibly you’re even hoping for a fast increase in your advertising outcomes. However right here’s the factor: dashing this course of is nearly at all times a recipe for poor outcomes. You may find yourself dropping invaluable information, messing up your automations, and even damaging your sender popularity – and that’s a tricky one to repair.
Consider your ESP migration as a marathon, not a dash. Take the time to plan issues out correctly, observe the guidelines, and take a look at all the pieces completely. It’s about doing it proper, not doing it quick. A easy, well-executed migration units you up for long-term success, supplying you with a stable basis to construct your e-mail advertising on.
Investing that additional time upfront will prevent from an entire lot of stress and potential issues down the road. So, take a deep breath, tempo your self, and deal with getting it proper. Your future advertising self will thanks for it.
