Summary
The overwhelming consensus is to avoid sending to unengaged users during an ESP migration. Experts and documentation alike stress the importance of building a strong sender reputation on the new system by prioritizing engaged users during the IP warm-up phase. Cleaning your list by removing unengaged subscribers *before* migrating is a consistent recommendation to protect deliverability. While re-engaging inactive users might be considered, it should be done cautiously, after the migration is complete and the IP/domain has established a good reputation, and with careful segmentation and monitoring. Sending to unengaged users during migration can significantly harm your sender reputation and deliverability, potentially leading to emails being marked as spam.
Key findings
- Avoid Sending to Unengaged: Avoid sending to unengaged users during the ESP migration and initial IP warm-up phase.
- Prioritize Engaged Users: Focus on sending to engaged users to establish a positive sender reputation on the new system.
- Clean Your List Before Migrating: Cleaning your email list and removing unengaged subscribers *before* migration is a crucial step.
- Re-Engage After Migration: If re-engaging inactive users, do so *after* the migration is complete and the IP/domain reputation is established.
- Gradual IP Warmup: Gradually warm up the new IP address by slowly increasing sending volume.
Key considerations
- Legal Compliance: Ensure compliance with all relevant laws and regulations regarding contacting inactive subscribers.
- Re-Engagement Strategy: Develop a well-defined re-engagement strategy, including segmentation, messaging, and monitoring.
- Segmentation Importance: Segment your list carefully, especially when considering re-engaging inactive users.
- Monitor Results: Closely monitor the results of any sending to inactive users to assess its impact on deliverability.
- Potential Damage: Be aware that sending to unengaged users can significantly damage your sender reputation and deliverability.
What email marketers say
10 marketer opinions
The consensus from email marketing experts is generally against mailing unengaged users during an ESP migration. It's recommended to prioritize building a positive sender reputation on the new system by focusing on engaged users first. Strategies for re-engaging inactive subscribers can be implemented after the migration, but it's crucial to segment and warm them up carefully. List cleaning (removing unengaged subscribers) before migration is also widely advised to protect deliverability and sender reputation with the new ESP.
Key opinions
- Reputation Impact: Sending to unengaged users during an ESP migration can negatively impact your sender reputation and deliverability on the new platform.
- Prioritize Engaged Users: Focus on migrating and sending to engaged users first to build a positive sender reputation.
- Re-engagement After Migration: Re-engagement campaigns for inactive subscribers should be implemented *after* the migration and IP/domain reputation are established.
- List Cleaning: Cleaning your email list by removing unengaged subscribers before migrating is highly recommended.
- Segmentation is Key: Carefully segmenting your list, including your unengaged users is key to re-engaging subscribers.
Key considerations
- Legal Restrictions: Consider any legal restrictions regarding contacting inactive subscribers.
- Warming Up: If you plan to re-engage inactive users, warm them up gradually to avoid deliverability issues.
- Segmentation Strategy: Develop a clear segmentation strategy for inactive subscribers and a plan for re-engagement.
- Monitoring: Track the results of any re-engagement campaigns to determine their effectiveness.
- Provider Detection: Be aware that email providers can detect and penalize bad sending behavior, including sending to unengaged users.
Marketer view
Marketer from Email Geeks suggests tracking the results to determine if mailing to inactives is worthwhile. They say that the benefits from mailing to inactives turn out to be almost entirely fictional in their experience.
5 Nov 2022 - Email Geeks
Marketer view
Email marketer from Mailjet Blog explains that during an ESP migration, it's crucial to handle inactive subscribers carefully. They recommend segmenting inactive users and creating a specific re-engagement campaign to warm them up before sending regular emails from the new ESP. This helps to protect your sender reputation on the new platform.
23 Jun 2023 - Mailjet Blog
What the experts say
3 expert opinions
Experts generally advise against sending to unengaged users during an ESP migration without proper preparation. Warming up IP addresses correctly by gradually increasing volume to engaged users is key to avoid deliverability issues. Cleaning the list before migration is also essential, as sending to an unengaged list can significantly hurt sender reputation. While there might be some value in the underengaged audience, careful segmentation and monitoring are crucial, with the potential need to remove outdated contacts.
Key opinions
- IP Warm-up: Proper IP warm-up is crucial when switching ESPs; focus on engaged users during this phase.
- List Cleaning: Cleaning your email list before migration is essential to avoid damaging your sender reputation.
- Segmentation and Monitoring: If considering sending to underengaged users, careful segmentation and monitoring are necessary.
Key considerations
- Contact Quality: Assess the quality of underengaged contacts and consider removing outdated ones.
- Reputation Risk: Be aware that sending to unengaged users carries a significant risk to your sender reputation.
- Gradual Approach: If re-engaging underengaged users, adopt a gradual and monitored approach after the migration and IP warm-up.
Expert view
Expert from Email Geeks suggests segmenting and closely monitoring the underengaged audience. They suggest that there may be some value in that underengaged audience, but only to a point. They also suggest re-Kickboxing the data to remove old contacts.
28 Jun 2021 - Email Geeks
Expert view
Expert from Spam Resource explains it's crucial to warm up your IP address properly, especially when switching ESPs. This involves gradually increasing your sending volume to engaged users to build a positive reputation. Sending to unengaged users during this phase can negatively impact your deliverability.
11 May 2023 - Spam Resource
What the documentation says
3 technical articles
The documentation from Google Postmaster Tools, SparkPost, and Mailchimp all converge on the guidance to avoid sending to unengaged users during an ESP migration. They emphasize the importance of warming up new IP addresses by gradually increasing sending volume to engaged subscribers. This is crucial for establishing a positive sender reputation and maintaining deliverability. Cleaning your list and removing unengaged subscribers before migration is also strongly recommended.
Key findings
- IP Warmup Critical: Gradually warming up new IP addresses by sending to engaged users is essential for deliverability.
- Avoid Unengaged During Warmup: Sending to unengaged users during the IP warmup process can negatively impact your sender reputation.
- List Cleaning Recommended: Cleaning your email list and removing unengaged subscribers before migrating is a best practice.
Key considerations
- Gradual Increase: Ensure a gradual and controlled increase in sending volume during the IP warm-up period.
- Engagement Focus: Prioritize sending to your most engaged subscribers during the initial stages of migration.
- Long-Term Reputation: Understand that the choices made during migration significantly impact your long-term sender reputation and deliverability.
Technical article
Documentation from Google Postmaster Tools explains that when migrating to a new ESP with new IPs, it is important to gradually 'warm up' the IP address by slowly increasing sending volume to engaged users. Sending large volumes to unengaged users immediately can negatively impact sender reputation and deliverability.
25 Jul 2021 - Google
Technical article
Documentation from SparkPost explains the importance of warming up new IP addresses when migrating to a new ESP. Start by sending small volumes of emails to your most engaged subscribers and gradually increase the volume over time. Avoid sending to unengaged users during the warmup process to protect your sender reputation.
7 Dec 2021 - SparkPost
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