Email Service Provider (ESP) migration can be a headache for marketers, as it carries the risk of damaging email performance. In an effort to help businesses survive the transition, industry experts offer several strategies for a smooth migration. The primary advice is for marketers to manage their email sending reputation, taking breaks from email marketing if necessary to avoid sending too many messages and triggering spam filters. Another effective approach is to conduct a thorough data cleansing before migration, which ensures that the email list is accurate and up-to-date, minimizing the risk of sending emails to the wrong addresses. The bottom line is that by being proactive in planning and preparation, marketers can avoid email performance issues and ensure a successful migration.
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It’s all very exciting: Your company has outgrown its email marketing platform, and it’s on to bigger and better things. You’ve been told the new email service provider (ESP) has all the bells and whistles, and integrates right into your powerful CRM. Moving day is coming soon, so it’s time to prepare. How hard could it be? Unfortunately, migrating ESPs is one of the biggest risks an email marketing program can face. Fail to manage this project correctly, and you could end up with a big mess from an email performance and revenue standpoint. With solid organization, time management, and the right resources, email marketers can ace their next migration. Let’s take a look at some of the potential consequences of a poorly managed ESP migration and how to prevent these issues. Infrastructure Your sender reputation relies on subscribers and mailbox providers trusting that your messages are legitimate. When you
How to Survive Your Next ESP Migration—Without Damaging Email Performance was originally published on Blog – Validity