Good news: your company's email list had a recent growth spurt. You're sending more email than ever—to a larger audience—and with all that growth it's time to consider a new email service provider (ESP).
CMOs and CTOs looking to upgrade ESPs too often meet with frustration, however, because migration to a new platform can be tricky—and it can have a deeply positive or negative impact on a company's sender reputation and, ultimately, on customer communications.
Because email is a major channel that companies rely on for generating revenue, mistakes can have a lasting impact on your bottom line.
To safely navigate your migration, we've compiled a list of five common blunders. By avoiding these five mistakes, marketers and tech teams will save hours of work and ensure a positive outcome.
Mistake 1: Switching Service Providers Before Optimizing Your Email List
Frustration often compels many companies to switch providers because their emails aren't landing in their customers' inboxes. Though a new platform can help with deliverability issues, landing in a user's spam box is often the result of a list stuffed with ancient email addresses and low engagement and high bounce rates.
Before you invest in a migration, ensure you've optimized your list by cleaning it thoroughly, removing bouncing addresses and reconfirming with your current contacts that they are still interested in receiving your messages.
Mistake 2: Not Scaling Your Staff Along With Your Platform
The bigger your list, the more complex a strategy needed to get the most from it, so it's important to hire an expert who can steer the ship to a more sophisticated platform after the migration.
To develop an expert email strategy, you need a professional to help with...
- Boosting your open and click rates. An expert can identify the best time and circumstance to send your emails.
- Ensuring your newsletter is optimized—subject line, html design, copywriting, and landing pages. An expert will be able to run experiments, leading to better overall engagement.
- Sprucing up an old email list by removing inactive recipients, and dividing the list into more complicated segments such as by gender. Better lists equal better deliverability.
Mistake 3: Undoing a Good Sender Reputation
As an email sender, your reputation is paramount. You can damage it two ways during a migration:
- Failing to migrate data
- Sending too many emails too soon.
Failing to Migrate Data
The integrity of an email list impacts deliverability rate. Part of building a quality list is updating it after each send. When a company leaves an old email service provider, it risks losing the valuable data it collected to improve list quality—bounces, unsubscribes, and spam complaints, for example.
To carry your established reputation to the new platform, you must be careful not to close your account with your existing email provider until you know 100% that you have transferred the essential information. Many email providers offer tools that analyze the quality of the email list so you can ensure your contacts have successfully migrated.