Summary
When migrating to a new ESP, a strategic approach to audience transfer is essential for maintaining deliverability and sender reputation. The key is to prioritize engaged subscribers for the initial migration to warm up IP addresses and build a positive sender reputation. Cleaning the email list by removing hard bounces, unsubscribes, and invalid email addresses is strongly recommended. It's also crucial to import suppression lists before sending any emails to avoid sending to opted-out contacts. Consider sunsetting or removing inactive subscribers to improve list quality and deliverability. Furthermore, re-establish email sending authorization, ensure SMTP compliance, create a detailed migration plan and finally consider the billing structure of your new ESP.
Key findings
- Engaged Subscribers First: Prioritize the migration of engaged subscribers to warm up IP addresses and establish a positive sender reputation with the new ESP.
- List Cleaning: Clean the email list by removing hard bounces, unsubscribes, and invalid email addresses to improve deliverability and reduce costs.
- Suppression Lists: Import suppression lists (unsubscribes, bounces, complaints) to the new ESP before sending any emails to comply with regulations and maintain a good sender reputation.
- Inactive Subscriber Management: Consider sunsetting or removing inactive subscribers (those who haven't engaged in 6-18 months) to improve list quality and deliverability.
- Email Authentication: Re-establish email sending authorization (DKIM, SPF, DMARC) for sending domains to improve deliverability.
Key considerations
- IP Warm-up Strategy: Gradually ramp up sending volume to warm up IP addresses and avoid being flagged as spam.
- Segmentation Strategy: Segment the email list based on engagement to optimize sending and improve deliverability.
- Migration Plan: Develop a detailed migration plan, including list segmentation, IP warming, and reputation monitoring.
- Billing Implications: Consider the billing structure of the new ESP and whether there are costs associated with importing inactive subscribers.
- Re-Engagement: If you have older subscribers that you haven't mailed in a while and wish to mail again then consider a re-permissioning process.
What email marketers say
10 marketer opinions
When migrating to a new Email Service Provider (ESP), a strategic approach to audience transfer is crucial for maintaining optimal deliverability and sender reputation. The consensus is to prioritize engaged subscribers for initial migration to warm up IP addresses and establish a positive sender reputation. Cleaning the email list by removing hard bounces, unsubscribes, and inactive users is also highly recommended. Importing suppression lists to avoid sending to opted-out contacts is essential, and re-engagement campaigns can be used to revive some inactive users. Sunset inactive subscribers (6-18 months) or remove subscribers which haven't engaged after 18 months+.
Key opinions
- Engaged Subscribers First: Start with the most engaged subscribers to warm up IP addresses and build a positive sender reputation.
- Clean Email List: Remove hard bounces, unsubscribes, and invalid email addresses to improve deliverability and reduce costs.
- Suppression Lists: Import suppression lists (unsubscribes, bounces, complaints) before sending any emails.
- Inactive Subscribers: Consider sunsetting or removing inactive subscribers (6-18 months) to improve list quality and deliverability.
Key considerations
- IP Warm-up: Gradually ramp up sending volume to warm up IP addresses and avoid being flagged as spam.
- Re-engagement: Consider re-engagement campaigns to revive inactive users before completely removing them.
- Segmentation: Segment email lists based on engagement to optimize sending and improve deliverability.
- Data Import: Import data (including engagement metrics) from the old ESP into the new ESP for more relevant segmentation.
Marketer view
Email marketer from Litmus shares that you should gradually ramp up your sending volume with the new ESP, starting with your most engaged subscribers. This helps warm up your IP addresses and avoid being flagged as spam.
17 Sep 2024 - Litmus
Marketer view
Email marketer from SendGrid recommends segmenting your email list and initially sending to your most active and engaged users. This helps maintain a good sender reputation with the new ESP and prevents deliverability issues.
22 Nov 2022 - SendGrid
What the experts say
6 expert opinions
Experts emphasize the importance of list hygiene, suppression management, and IP warming when migrating to a new ESP. Cleaning the list before migrating helps ensure that you are sending only to engaged and valid email addresses, protecting your sender reputation. Meticulously managing suppression lists is crucial for compliance and maintaining a good sender reputation. To warm IP addresses, begin by transferring the most engaged users. Considering re-permissioning before the migration can further improve deliverability. Setting up the new ESP signup paths early is key. Also consider whether you'll be paying to import a large number of unengaged subscribers.
Key opinions
- List Hygiene: Cleaning the list before migrating ensures that you are only sending to engaged and valid email addresses, protecting your sender reputation.
- Suppression Management: Meticulously managing suppression lists (unsubscribes, bounces, complaints) is crucial for compliance.
- IP Warming: Start with engaged and active users to warm up IPs and establish a positive IP reputation.
- Re-permissioning: Consider re-permissioning before migrating to ensure active consent, especially with many inactive subscribers.
Key considerations
- Signup Paths: Make sure signup paths are directed to the new ESP early in the process.
- Billing Structure: Consider the billing structure of the new ESP and whether you'll be paying for importing inactive subscribers ('dead weight').
- Reaching Unengaged: Consider how long ago subscribers became unengaged, as a new ESP might be able to reach them.
Expert view
Expert from Word to the Wise answers that when switching ESPs you should warm the IPs as you're moving them over. To do so, it's best to move engaged and active users over in the beginning, this will create a great IP reputation
17 Feb 2024 - Word to the Wise
Expert view
Expert from Email Geeks shares two questions to consider: how the billing is structured (if you will pay for dead weight) and how long ago the audience became unengaged, as a new ESP might be able to reach them.
24 Jul 2021 - Email Geeks
What the documentation says
4 technical articles
Technical documentation emphasizes the importance of adhering to email sending standards and creating a well-defined migration plan when swapping ESPs. This includes re-establishing email sending authorization (DKIM, SPF, DMARC) for your sending domains, ensuring the new ESP complies with SMTP standards, exporting and importing subscriber data with engagement metrics, and segmenting the list for optimized sending. The overall success relies on comprehensive planning, including IP warm-up and reputation monitoring.
Key findings
- Sending Authorization: Re-establish email sending authorization (DKIM, SPF, DMARC) for your sending domains with the new ESP.
- SMTP Compliance: Ensure the new ESP complies with SMTP standards to avoid deliverability issues.
- Data Migration: Export subscriber data with engagement metrics from the old ESP and import it into the new one.
- Detailed Planning: Create a detailed migration plan that includes list segmentation, IP warming, and reputation monitoring.
Key considerations
- Segmentation: Segment your list based on engagement metrics after importing into the new ESP.
- Migration Plan: Proper planning ensures a smooth transition and helps maintain deliverability and sender reputation.
- Monitoring: Monitor your sending reputation closely during and after the migration process.
Technical article
Documentation from Amazon Web Services explains that when migrating to Amazon SES, you need to re-establish your email sending authorization (e.g., DKIM, SPF, DMARC) for your sending domains. It's crucial to configure these correctly to ensure deliverability.
15 Aug 2022 - Amazon Web Services
Technical article
Documentation from RFC Editor highlights the importance of adhering to SMTP standards when migrating email infrastructure. Ensure your new ESP complies with these standards to avoid deliverability issues.
26 Apr 2023 - RFC Editor
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