Follow this ESP migration checklist for a smooth move
ESP migrations admittedly involve many moving parts–but following these important steps can make your migration process as smooth and headache-free as possible.
1. Prioritize projects before the migration
The prioritization and planning phase is also a great time to consider how you’ll measure your ESP migration ROI.
2. Create an email audit document
- Segments
- Lists
- Email programs
- Emails
3. Make the most of your blank slate
Migrating to a new ESP gives you a blank slate. You can remedy all (or at least most of) of those organizational annoyances you had in your previous ESP!
Take some time to think about how you want to organize and set up your new ESP. This will be highly dependent on the ESP you’re migrating to, but consider elements like:
- Naming convention. A good naming convention can make it easier and faster to find what you’re looking for in your new ESP. This includes naming conventions for emails, templates, programs, campaigns, and even email lists.
- Folder structure. How do you want to organize your new ESP? If your new ESP allows for a folder structure—use it. Options include creating folders for specific campaigns or years, with sub-folders for months. Just be careful that you don’t create a never-ending folder tree,
- Automations. If you need to clean up segmentation or delete outdated steps in an automation, now is your chance to do it. With everything else on your team’s plate during an ESP migration it isn’t the time to overhaul your automation strategy, but you can at least prioritize and organize your email flows.
4. Set realistic deadlines aligned to priorities
“Brands want it done quickly and often set unrealistic expectations internally on how quickly it can be done. They also overlook just how much time it takes to coordinate everything if they are doing it themselves.” – Andrew Kordek, former Chief Strategist & Co-founder at Trendline Interactive
5. Leverage available tools
6. Use your ESP’s customer support team
When thinking of “resources” to help you migrate easily, you often think of internal resources, like the people on your team and the tools you use.
But consider the support team at your new ESP a valuable resource in this process, too. They have the expertise to help you as you start out in your new ESP.
You’re going to have an abundance of questions—they can help answer them for you. Before you start migrating, get in touch with the support team and ask if they have any tips or documentation on migration best practices.
7. Create an IP warming plan
8. Test as you go
You’ll save yourself a lot of time (and heartache!) if you iteratively test as you create in your new ESP.