ESP Migration Information for Enterprise Organizations

Key takeaways ✨

Enterprises migrate ESPs due to mergers, rebrands, cost-saving, deliverability points, or the necessity for higher automation and personalization options.ESP migrations can take three months or extra, and also you want an organized and complete plan to keep away from disruptions and shield deliverability.Your IP warm-up plan could make or break inbox placement. Ship progressively to your most engaged contacts and monitor deliverability with instruments like Litmus to keep away from touchdown in spam.

 

Your e mail advertising and marketing program wants an e mail service supplier (ESP), however that doesn’t imply it’s important to persist with the identical ESP perpetually.

For those who’re consolidating platforms, rebranding, or navigating a merger, switching ESPs can really feel like an enormous carry—as a result of it’s. These transitions can get tough, particularly for enterprise groups coping with messy knowledge, deliverability dangers, and workflows that contact a number of departments. It’s a high-stakes transfer, however with the best plan, it doesn’t must be painful.

Desk of contents

Whether or not you’ll be able to’t wait to make the swap otherwise you’re overwhelmed by what lies forward, this information will stroll you thru:

What’s an ESP migration?

ESP migration is the method of fixing e mail suppliers and shifting your e mail advertising and marketing program, automations, and knowledge to a brand new platform.

This information focuses on what occurs after you’ve chosen a brand new ESP and arrange your account. We received’t cowl the way to consider distributors or make a choice—as a substitute, we’re right here that will help you plan and run a easy migration that units your e mail program up for long-term success.

Why ESP migrations want strong methods

On the floor, switching ESPs would possibly seem to be a technical improve. Simply transfer the info, flip a number of settings, and keep on, proper? However for enterprise groups, it’s an entire totally different story.

“Sadly, migrating ESPs is likely one of the largest dangers an e mail advertising and marketing program can face. Fail to handle this mission appropriately, and you may find yourself with an enormous mess from an e mail efficiency and income standpoint.” – Veronica Kyle, E-mail Strategist

Most large-scale migrations are pushed by greater enterprise shifts: a merger or acquisition, vendor consolidation, increasing into new markets, tightening budgets, or rebuilding a program that’s outgrown its instruments. And whereas these are all good causes to make a transfer, additionally they include some severe threat in the event you don’t have a transparent plan.

Dangers of a poor migration technique

You’re not simply shifting contacts and templates throughout an ESP migration. You’re defending knowledge integrity, preserving deliverability, and maintaining crucial automations working with out disruption. A misstep throughout ESP migration can damage your sender status, confuse your clients, and depart groups scrambling. To not point out, many eyes are on you to benefit from the brand new funding and forestall downtime or errors that damage gross sales or buyer belief.

ESP Migration MotivationRisks With out an ESP Migration StrategyMergers and acquisitionsBroken buyer journeys, misplaced transactional flows, or knowledge loss throughout platformsPlatform consolidation throughout enterprise unitsMismatched knowledge codecs (like FirstName vs. first_name), damaged segments, or inconsistent dealing with of opt-ins and unsubscribesCost or scaling decisionsRushing to chop bills might compromise IP warming or forestall thorough QA, inflicting unfavourable impacts down the roadRebrands or area changesAuthentication failures (SPF/DKIM/DMARC), damaged sender identityFeature or efficiency gapsAbandoned campaigns, lacking automation logic, engagement losses

Widespread migration drivers for enterprises at this time

Change is nearly all the time within the air at enterprises in a single type or one other. The State of the Enterprise Migration Change Choice Analysis discovered that 25% of enterprise groups consider their advertising and marketing know-how for potential adjustments as much as 4 occasions a yr, and 40% consider their choices no less than yearly.

Right here’s a take a look at some explanation why groups would possibly contemplate an ESP migration, and what to deal with throughout migration for every situation.

1. Switching for higher deliverability and analytics

E-mail advertising and marketing ROI is constantly robust—as much as 36:1—and sustaining excessive deliverability and monitoring efficiency helps you advocate for the work you do. When your e mail program feeds income immediately, even small features in deliverability can transfer the needle.

What to deal with throughout migration:

Benchmark present inbox placement and bounce/spam charges earlier than switchingPlan a phased IP warm-up for high-volume sends and important campaignsTest inbox placement and engagement in your new ESP regularlySet up superior analytics dashboards early (integrations, monitoring parameters, and so forth.)Flag any authentication gaps (SPF, DKIM, DMARC) throughout cutover

2. Merging ESPs throughout subaccounts or groups

Creating e mail program consistency throughout a number of ESPs may be difficult in the event that they home totally different manufacturers, enterprise models, or areas. If enterprises need to work beneath a single ESP, they should fastidiously plan to guard workflows, automations, and branding consistency.

What to deal with throughout migration:

Listing overlapping segments, templates, or campaigns to consolidateStandardize naming conventions and folder techniques for shared visibilityCompare subscriber desire facilities throughout platformsRebuild shared automations with modular e mail design and reusable templatesAlign regional and brand-specific compliance settings (like GDPR opt-ins or CASL)Set up an e mail model information

3. Replatforming as a consequence of M&A or world growth

M&As can fast-track migrations, whether or not you’re absorbing new groups, manufacturers, or tech. World growth may require a brand new ESP that higher helps internationalization and scale.

What to deal with throughout migration:

Determine which ESP turns into the “new house” and who owns what throughout brandsBuild a unified segmentation and viewers modelTranslate and QA regional/localized content material throughout template rebuildCoordinate cutovers by time zone or model to cut back riskPrepare coaching assets for brand spanking new customers throughout areas

4. Decreasing value and scaling infrastructure

When enterprise ship quantity skyrockets, ESP overages and license caps can burn by means of finances quick. Some groups migrate simply to unlock higher pricing fashions or to keep away from being penalized for development.

What to deal with throughout migration:

Forecast ship quantity and subscriber development for the subsequent 12–24 monthsMap out value efficiencies primarily based in your new ESP’s pricing modelIdentify resource-saving automation opportunitiesCheck that contract phrases (help SLAs, uptime, entry) scale with your enterprise

5. Upgrading options like automation, personalization, AI, and compliance

In case your automation, personalization, or AI ambitions are loftier than your present ESP can deal with, it is perhaps time to modify. Enterprises in regulated industries or throughout international locations and areas may also search for ESP choices with totally different compliance options built-in.

What to deal with throughout migration:

Listing present automations and determine what you need to rebuild and improveMap buyer knowledge throughout techniques to help real-time personalizationConfirm compliance defaults (knowledge storage, consent, and so forth.) within the new ESPExplore new ESP options you didn’t have earlier than (like dynamic content material or AI suggestions)Check crucial personalised content material paths earlier than go-live

6. Area or model adjustments (rebrand, subdomain technique shifts)

When firms rebrand or reorganize domains, authentication turns into a migration driver. You’ll want SPF/DKIM/DMARC updates, sender status rebuilds, and area warm-up.

What to deal with throughout migration:

Replace and check SPF, DKIM, and DMARC data throughout all sending domainsDevelop a website and IP warm-up technique that mirrors your engagement tiersRebuild sender status from a known-good viewers earlier than scalingMonitor spam complaints and deliverability intently post-launchCoordinate throughout model, authorized, and IT groups for a safe setup

Step-by-step ESP migration framework and guidelines

Enterprise ESP migrations have loads of shifting elements (and other people), so it helps to think about all the phases earlier than you dive in.

Right here’s the migration framework we’ve used emigrate ESPs.

Step 1: Pre-migration planning

The muse for a profitable ESP migration begins earlier than you ever log into your new device.

Audit your present e mail program

Begin by taking a full stock of each part in your present ESP with an e mail audit. You’ll possible have:

Emails (in and outdoors your present ESPEmail templates (in and outdoors your present ESP, except you’ve gotten Litmus)Media property, together with imagesAutomations or e mail flowsLanding pagesFormsListsSegments or rulesAPIs

Create a centralized audit doc or spreadsheet (you’ll be able to copy ours right here) to trace all the pieces. Then, work out which items to maneuver, rebuild, or retire and obtain any CSV recordsdata you’ll must add to the brand new ESP. If a number of folks use your present ESP, ship them this e mail to trace down all of the stray items that must make the transfer:

Hello there!

As you might know, we’re migrating from {title of present ESP}  within the coming months. Do you at the moment use {title of present ESP} regularly? For those who do, I would like your assist to guage ESPs and if we determine to maneuver, make it as seamless and painless as doable. I’d like to grasp the way you at the moment use {title of present ESP}. For instance:

Do you ship or create e mail?Do you utilize {title of present ESP} to retailer media or property?Do you or anybody in your staff create property that solely stay within the {title of present ESP}?Do you ship knowledge to {title of present ESP} in any form or type?

As we make this choice, I’ll want your assist to grasp what must be migrated and what may be discarded. Are you able to let me know by {date}?

Thanks on your assist!

 

LitTip: Use Litmus Previews to verify templates and designs earlier than migrating and ensure they behave constantly in your new ESP.

Set life like deadlines aligned with priorities

The timeline on your ESP migration will depend on many variables, from the complexity of your e mail program to the variations between your previous and new device, and the way many individuals are concerned.

You need to use three months as a place to begin for an anticipated timeline after which modify as wanted. Don’t neglect to share deadlines along with your migration staff to make sure construction and really feel such as you’re progressing.

Assemble a core staff

Carry everybody in: stakeholders throughout advertising and marketing, ops, IT, and compliance want clear visibility into the timeline, duties, and change-training timelines. A champion or core group ought to pilot the platform first, then assist onboard others.

Take advantage of your clean slate

Migrating to a brand new ESP provides you a clean slate. You may treatment all (or no less than most of) of these organizational annoyances you had in your earlier ESP! Ryan Phalen, Managing Director of RPEOrigin, famous how migrations are a possibility to enhance:

Take a while to consider the way you need to manage and arrange your new ESP. This might be extremely depending on the ESP you’re migrating to, however contemplate parts like:

Naming conference. A great naming conference could make it simpler and quicker to seek out what you’re on the lookout for in your new ESP. This contains naming conventions for emails, templates, applications, campaigns, and even e mail lists.Folder construction. How do you need to manage your new ESP? In case your new ESP permits for a folder construction—use it. Choices embody creating folders for particular campaigns or years, with sub-folders for months. Simply watch out that you just don’t create a endless folder tree,Automations. If it is advisable clear up segmentation or delete outdated steps in an automation, now’s your likelihood to do it. With all the pieces else in your staff’s plate throughout an ESP migration, it isn’t the time to overtake your automation technique. Nonetheless, you’ll be able to no less than prioritize and manage your e mail flows.

Step 2: Construct, prep, and IP warmup

Leverage out there instruments

E-mail integrations in your tech stack can are available very helpful throughout a migration. Are there instruments you already use that could possibly be useful? We use Litmus’s design library and e mail templates. As a result of they’re saved immediately in Litmus, no migration is required from one ESP to the subsequent. This automation saved the e-mail staff hours of copying and pasting e mail code.

We additionally used Litmus’s ESP integration to get arrange rapidly with our new ESP.

Use your ESP’s buyer help staff

When pondering of “assets” that will help you migrate simply, you usually consider inside assets, just like the folks in your staff and the instruments you utilize.

However contemplate the help staff at your new ESP a invaluable useful resource on this course of, too. They’ve the experience that will help you as you begin out in your new ESP. Some ESPs might even provide migration instruments or knowledge migration providers.

You’re going to have an abundance of questions—they can assist reply them for you. Earlier than you begin migrating, get in contact with the help staff and ask if they’ve any suggestions or documentation on migration finest practices.

Create an IP warming plan

To ensure you can rise up and working in your new ESP rapidly and begin sending emails as quickly as doable, it is advisable heat your new IP deal with. (Trace: That is solely relevant if you’re on a devoted IP deal with.)

Don’t neglect to speak the schedule with the suitable groups, as warming up might have an effect on ship dates for normal emails, like newsletters or promotional emails.

Right here’s a fast information as to whether you must implement an e mail warmup plan:

Step 3: Cutover and testing

You need to method your ESP transfer prefer it’s on a lightweight dimmer, not a swap. Work in batches and account for some overlap time between platforms. Additionally, check all the pieces on a regular basis so you’ll be able to spot any potential points earlier than they spiral uncontrolled.

Check as you go

Each time you migrate a template, phase, or workflow, check it instantly. Does the automation set off correctly? Does the e-mail render as anticipated in numerous purchasers? Your new ESP might deal with HTML or scripting otherwise, so check to catch surprises early and iterate instantly. You need to use our e mail testing guidelines as a place to begin.

LitTip: Verify e mail rendering immediately throughout platforms, and preview automations end-to-end earlier than going stay. Litmus E-mail Guardian alerts you to damaged emails or spam dangers with the one 24/7 e mail monitoring resolution.

Step 4: Stabilize and optimize

After your ESP migration is finished, take a second to breathe and loosen up your shoulders. Then double verify that you just didn’t neglect a random unsubscribe e mail nobody considered, an previous report workflow e mail, and so forth.

Lastly, replicate again on the way it went and ship progress updates to stakeholders. Ideally, you received’t have to modify ESPs for a very long time, but it surely’s nonetheless useful to replicate on what went properly to use to any future tasks.

Enterprise migration guidelines and timeline template

TimelineTasksWeeks 1–4Pre-migration planningCreate your migration audit: stock each template, listing, phase, automation, and integration. Flag what emigrate, rebuild, or retire.Select key targets and metrics: outline what success seems to be like, like improved deliverability, manufacturing pace, or higher insights.Loop in stakeholders early: advertising and marketing, CRM, IT, privateness/compliance, and govt leaders all want visibility.Prioritize crucial campaigns: determine key transactional and high-performing emails to maneuver first.Set naming conventions and folder construction: arrange commonplace techniques earlier than the swap.Weeks 5–8Build, prep, and IP warm-upUse Litmus for QA: check templates for rendering, code, hyperlinks, and accessibility earlier than importing them.Rebuild automations in precedence order: deal with core automations like onboarding and must-have transactional messages.Heat your IP/area: if on a devoted IP, start sending progressively to engaged subscribers.Start testing in new ESP: check movement logic and triggers earlier than you totally sundown your present ESP.Talk weekly standing: maintain groups up to date with check-ins or dashboards.Weeks 9–10Cutover and testingRun a phased cutover: ship stay campaigns from the brand new ESP in managed batches.Check each movement and set off: verify automations, personalization, and dynamic content material all behave as anticipated.Monitor inbox placement and engagement: use Litmus and ESP analytics to catch deliverability dips early.Talk cutover standing: let stakeholders know what’s stay, in transition, and the place points come up.Weeks 11–12Stabilize and optimizeSunset legacy property: archive unused segments, lists, and templates in your previous ESP.Optimize efficiency: assessment new ESP analytics to determine deliverability, rendering, or engagement points.Doc learnings: run a retrospective on what went easily and what you’d enhance subsequent time.Share last outcomes: summarize migration outcomes for stakeholders, together with wins, challenges, and ROI indicators.

Suggestions to assist heat your new IP

While you migrate to a brand new ESP, your new sending IP begins out “chilly,” which implies it doesn’t have an related sender status. A brand new IP deal with on a brand new ISP is a bit like a model new relationship with the e-mail service supplier—the inbox service supplier (ISP) doesn’t know you and isn’t certain what to think about you but.

Because the ISP receives giant volumes of e mail from a “chilly” IP deal with, it’ll consider the site visitors coming from the IP.

E-mail quantity is a key indicator for ISPs when understanding which emails are spam or not. For those who are available too sizzling—excessive quantity, low e mail engagement—ISPs will ship your emails to the spam folder. For this reason it is advisable heat up your new IP deal with.

To heat up your new IP deal with, begin with a small quantity of sends and progressively improve over time.

Discover your most engaged viewers

You need to put your finest foot ahead in your new ESP in your new IP deal with, and your most engaged subscribers can assist with that.

ISPs take a look at how and in case your e mail recipients have interaction along with your emails to grasp in case your emails are spam. It’s best to ship to your high subscribers to heat up your new IP deal with as a result of they’re actively participating. And that’s the indicator ISPs are on the lookout for in real e mail senders.

Begin along with your best-performing emails

Alongside along with your most engaged viewers, you need to heat up your IP deal with along with your high e mail performers. These could possibly be high-performing newsletters or automated/triggered emails.

It’s simpler to determine status in your new IP deal with than to restore a nasty sender status. So be sure you plan your IP warming accordingly. And don’t neglect to succeed in out to your ESP’s help staff—they are able to offer you assist and steerage on IP warming.

“IP warming is usually a brand new idea to a model migrating. Plan for a number of evergreen campaigns that may be despatched each day over a number of weeks if doable. Count on to be sending from two platforms for some time, which would require work from the present ESP to course of unsubscribes from the brand new ESP,” says Cara Olson, Director of Relationship Advertising and marketing at DEG.

Slowly construct quantity

The important thing to efficiently warming an IP deal with is a gradual improve in quantity over time whereas regularly monitoring e mail efficiency. Begin by sending a small quantity to your most engaged viewers in your new IP deal with. The subsequent week, ship to a barely greater viewers.

At Litmus, we warmed our IP deal with over the course of 5 weeks, progressively sending to bigger audiences every week.

Right here’s an instance ramp-up schedule to heat up an IP over 4 weeks:

WeekSend VolumeAudienceWeek 110,000Recent openers/clickersWeek 225,000Top 5% activeWeek 350,000Active within the final 30–60 daysWeek 475,000+Full listing (minus inactive/chilly subscribers)

Coordinate warm-ups throughout a number of IPs or manufacturers

For those who’re migrating a number of IPs or sending domains, deal with every as a separate warming plan. Assign accountable groups or champions to handle quantity pacing and monitoring per stream.

Use Litmus to observe deliverability

It’s essential to observe every message. Earlier than you hit ship, use Litmus Previews and Litmus Spam Testing to ensure you’re sending essentially the most participating message doable.

Don’t panic in the event you observe any drops in e mail engagement. Alter the amount on your subsequent ship to be barely smaller, monitor, rinse, repeat!

Business-specific migration eventualities

Each ESP migration has its personal little quirks (fortunate us!), and enterprise groups throughout industries have totally different priorities and desires. Let’s break down a number of business eventualities so you recognize what to look out for.

SaaS firms want multi-product automation and onboarding

SaaS companies can have a number of product traces or buyer segments, every with their very own onboarding workflows, trial nurture sequence, and cross-sell automations. Migrating these means fastidiously mapping every buyer lifecycle to maintain all of them working easily.

What to observe:

Audit every onboarding movement separatelyMap customized segments like “trial transformed” or “upsell engaged”Verify API-connected automations to keep away from damaged triggersUse Litmus preview and sync options to check automations and templates mid-migration

World enterprises handle a number of sub-accounts, areas, or languages

For world organizations managing a number of accounts by area or language, fragmentation creates challenges in consistency and deliverability.

What to observe:

Keep separate audit paperwork per area or sub-accountLocalize copy, naming, and folder constructions for every localeMonitor deliverability by regionStandardize governance throughout sub-accounts utilizing constant naming, authentication, and reporting

LitTip: Use the AI-powered Litmus Assistant to translate your e mail into languages utilized by your subscribers mechanically

Companies coordinate throughout a number of purchasers

Companies managing a number of purchasers usually preserve separate ESPs or sub-accounts to protect model id and keep away from cross-account confusion. Our 2023 State of ESPs report discovered that almost 60% of groups use multiple ESP, and that businesses have been the almost definitely kind of enterprise to make use of a number of ESPs.

What to observe:

Use migration planners and checklists per clientBuild shared design and testing requirements throughout brandsEnable shared Litmus previews to permit consumer assessment and QAConsolidate reporting downstream by means of centralized analytics dashboards

Healthcare and controlled industries deal with crucial compliance

Organizations in healthcare, finance, authorities, or different fields with particular laws and legal guidelines must handle shifting knowledge from one ESP to a different fastidiously.

What to observe:

Double-check that audit logs, opt-in historical past, and permission frameworks switch completelyUse Litmus testing to verify safe transactional templates (like appointment reminders or billing notices)Work intently with authorized or compliance groups on knowledge dealing with technique

eCommerce manufacturers migrate high-value promo campaigns

Retailers and DTC manufacturers ship frequent high-volume sends—particularly throughout seasonal peaks. These groups rely closely on promotions, deserted cart triggers, and loyalty flows, which might simply break in a rushed migration.

What to observe:

Audit time-sensitive automations (sale countdowns, product launches)Preview templates throughout units with Litmus to keep away from rendering surprises in new ESPsTime migration home windows round off-peak seasons (not Black Friday)

How Litmus helps enterprise ESP migrations

Migrating an enterprise ESP is a big endeavor, however we’ve seen all of it at Litmus and can assist at each step of the way in which.

Litmus works with any ESP

Litmus is ESP-agnostic, which implies it integrates with any device you select. Your staff can preview, check, and sync emails with out disruption, even throughout a number of ESPs.

Verify templates, code, and previews earlier than you migrate

Migration is the right time to scrub up templates, but it surely’s additionally when issues can break within the shuffle. Litmus has e mail QA automation to assessment code earlier than it will get uploaded to your new ESP. You may also arrange a Design Library to create, entry, share, and collaborate on a standard set of reusable templates and code modules.

Check e mail rendering, spam rating, and accessibility

Earlier than hitting ship in your new ESP, Litmus helps you check each e mail for rendering points, damaged hyperlinks, and spam triggers. You’ll know the way your e mail seems to be and behaves throughout purchasers, units, and filters.

Keep consistency with shared previews and stakeholder assessment

Migrating throughout groups, areas, or purchasers? With Litmus Proof, you’ll be able to simply share branded previews and templates for suggestions and approval with out logging into your ESP.

Monitor deliverability and inbox placement

Heat-up home windows are excessive stakes. Litmus and Everest show you how to monitor inbox placement and monitor deliverability throughout key suppliers as you ramp up quantity on new IPs or domains.

Litmus helps you easily migrate to any ESP

Among the best elements of getting Litmus in your nook throughout your ESP migration is that it really works with any ESP. Litmus integrates with all the ESPs listed beneath, plus some other you throw our approach. It doesn’t matter what ESP you utilize, you should use Litmus alongside it to make your e mail program simpler than ever.

What a profitable ESP migration seems to be like

A profitable ESP migration delivers advantages for the enterprise and your staff with a mixture of enhancements you’ll be able to measure and ones you’ll be able to’t.

your ESP migration went properly if:

There are not any main delays in sending or dips in deliverabilityEmail ROI improvesYou can ship out extra emails and campaigns nowYou spend much less time on particular e mail advertising and marketing tasksYour e mail templates are consolidated and testedNaming conventions, folders, and segments are organizedCampaign workflows and approvals are smootherYou have time to work in your mission backlog

ESP and e mail migration FAQs

Acquired questions on migrating to a brand new ESP or rebuilding your e mail program? You’re not alone. Listed here are solutions to the most typical questions enterprise groups ask throughout a migration.

Questions:

What’s the distinction between ESP migration and e mail migration?How lengthy does an enterprise ESP migration sometimes take?What occurs to unsubscribes and bounce knowledge throughout an ESP migration?How can Litmus assist decrease the chance of an ESP migration?How do I migrate automations and triggered emails to a brand new ESP?Can I run each ESPs in parallel throughout migration?What ought to I embody in an ESP migration guidelines?Will switching ESPs repair my deliverability points?Do I would like to tell subscribers once I swap ESPs?How lengthy ought to I maintain my previous ESP working after migration? Are ESPs the identical as e mail purchasers?

1. What’s the distinction between ESP migration and e mail migration?

ESP migration refers to switching from one e mail service supplier to a different. It contains shifting templates, lists, automations, integrations, and sender infrastructure.E-mail migration usually refers to migrating historic e mail knowledge (like marketing campaign studies, templates, or archived messages), or in some IT contexts, person inboxes.

Consider ESP migration as replatforming your e mail program—not simply your messages.

2. How lengthy does an enterprise ESP migration sometimes take?

It will depend on the complexity of your setup, how a lot you’re rebuilding, and the way properly you propose.

Lean, centered migrations with a devoted staff can take 6–8 weeks.Extra advanced, multi-brand, or world migrations might take 3–6 months or extra.

3. What occurs to unsubscribes and bounce knowledge throughout an ESP migration?

You’ll must migrate these lists manually or by way of API into your new ESP. That features:

World unsubscribesHard bouncesSpam complaintsSuppression lists

LitTip: Don’t depart this till the final minute. Failing to hold over unsubscribes or bounce knowledge can result in compliance dangers and deliverability points, because you’d abruptly ship emails to individuals who shouldn’t get your messages.

4. How can Litmus assist decrease the chance of an ESP migration?

Litmus acts as your QA, collaboration, storage, and testing layer through the transition so you’ll be able to transfer quicker and catch issues earlier than they influence subscribers.

With Litmus, you’ll be able to:

Preview emails throughout 100+ purchasers and units earlier than importing to your new ESP.Check hyperlinks, rendering, and spam scores to keep away from errors mid-migration.Retailer model settings and templates so they don’t have to be re-created.Share branded previews for stakeholder sign-off, even earlier than your ESP is totally arrange.Monitor inbox placement as you heat up new IPs or domains.

And since Litmus works with each ESP, you should use it constantly earlier than, throughout, and after the migration with out disrupting your workflow.

5. How do I migrate automations and triggered emails to a brand new ESP?

Rigorously and in phases. Begin by reviewing every automation, like welcome flows and re-enaggement sequence, and documenting:

What triggers itWho receives itWhat knowledge powers itWhat templates it makes use of

Then, rebuild every movement in your new ESP utilizing check contacts and mirror logic. Don’t skip testing in your new platform, even when it’s a tried-and-true e mail sequence.

6. Can I run each ESPs in parallel throughout migration?

Sure, and for enterprise groups, you most likely ought to.

Working your previous and new ESPs facet by facet enables you to progressively transition automations and make sure deliverability with out placing all the pieces on the road. This parallel window is ideal for IP warming, too, so you’ve gotten your previous dependable ESP to ship from if one thing occurs throughout heat up in your new IP. Simply keep in mind to suppress contacts between techniques to keep away from sending the identical message to folks a number of occasions.

7. What ought to I embody in an ESP migration guidelines?

A strong migration guidelines contains:

A full audit of your present e mail property (templates, lists, automations, suppression recordsdata)Inside stakeholder map and communication planTimeline for testing, IP warm-up, and cutoverNaming conventions and folder construction standardsQA and e mail testing instruments (like Litmus)Exit plan for sunsetting your previous ESP

8. Will switching ESPs repair my deliverability points?

Not by itself.

In case your deliverability points are as a consequence of poor listing hygiene, spammy content material, or damaged permission practices, these issues will observe you to your new ESP.

What a brand new ESP can provide is best instruments to observe, check, and enhance your deliverability. Mix that with a warm-up technique, Litmus inbox monitoring and the Everest deliverability platform, and you may flip the web page extra confidently.

9. Do I would like to tell subscribers once I swap ESPs?

Typically, no. However there are exceptions.

It’s value giving subscribers a heads-up in the event you’re altering your sending area or updating privateness phrases. Internally, although, it’s good to loop in your buyer success, help, or gross sales groups so that they’re conscious of any potential message delays or adjustments in sender title or habits.

10. How lengthy ought to I maintain my previous ESP working after migration?

You need to maintain your previous ESP till all the pieces in your new ESP is ready and steady—after which somewhat longer.

In enterprise migrations, it’s frequent to maintain the previous ESP lively for 4–8 weeks. You may shorten that timeline in the event you diligently backed all the pieces up and documented the method forward of time.

The cutover contains:

Reference previous marketing campaign logic or segmentationAccess studies for efficiency comparisonsRecover property that didn’t make the transfer

Simply make sure that billing and knowledge retention phrases are clear, and set a agency offboarding date.

11. Are ESPs the identical as e mail purchasers?

No, e mail service suppliers and e mail purchasers like Apple Mail, Yahoo Mail, or Microsoft 365 aren’t the identical factor.

E-mail service suppliers like Mailchimp and Klaviyo are how companies and enterprises ship emails on an enormous scale.

E-mail purchasers like Microsoft Outlook or Gmail are the place people ship emails.

Getting began along with your ESP migration

ESP migrations include loads of work, but additionally loads of hope. Whether or not you’ve been advocating for a change for years or are making the perfect of a brand new scenario, you should use this time to make long-term enhancements.

You’ve an opportunity to make your workflows extra pleasing (and efficient), enhance your e mail testing course of, repair what’s not working, and check out new instruments and methods.

Prepared for some homework? Listed here are the subsequent steps on your staff:

Create a dream end result listing. What are you most excited to check or enhance? What thorn are you excited to tug out of your facet? Getting clear on what you’re working towards motivates you thru the lengthy course of and helps you prioritize your work.Speak about issues along with your staff and stakeholders. Whereas there is perhaps a single migration champion or a small staff main the change, there’s most likely an entire group of individuals impacted. Discuss by means of issues and plan the way you’ll mitigate them.Construct your migration plan. Use our migration guidelines and IP warmup timelines to plan your ESP migration, however be at liberty to vary parts primarily based in your staff and priorities.