Things to consider when switching to your new ESP

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Things to consider when switching to new ESP

Everyone knows adapting to change takes some time. For email marketers, migrating to another ESP can be a daunting task. To help make your email marketing journey smooth, today we’ll walk you through what you need to take care of before making the leap.

  • Contact migration: Make sure to migrate all your “active” contacts to the new ESP. When using a new ESP to send your email campaigns, your email engagement metrics will change because of the switch in IP. Also, if you don’t want contacts to unsubscribe from your emails—further degrading your sending reputation—make sure to remove inactive contacts before migrating.

  • Email engagement data: When sending your first email campaign on the new ESP, try sending it to people who’ve recently clicked and engaged with your past email campaigns. Create a list of these people and migrate that to your new ESP too. This helps inbox providers like Zoho Mail, Yahoo, Gmail, etc. identify you as a reputed sender.

  • Do-not-mail list: If you accidentally send emails to people who’ve already unsubscribed from your email campaigns, it’ll create a lot of issues with inbox placement and emails ending up in spam folders. So, before making the switch, import all your unsubscribes and do-not-mail list contacts to your new ESP. This way you won’t unknowingly send emails to them, causing trouble for both them and your brand.

  • Template collection: Your brand might have a few templates that are unique, recipients might recognize you through templates you created earlier, or there might be some templates that your recipients liked a lot. Make sure to migrate these templates so you can continue using them when creating a fresh look from your new ESP.

  • Automation: If you have automation set up for your old ESP, make sure to set it up for your new ESP as well before the switchover. Test it to make sure it works well or to learn if it has any loopholes that inhibit performance. You might find that it can be done better with the help of automation features that your new ESP offers.

And the list goes on. Your tags, signup forms, integrations, segments, and many more should also be transferred to your new ESP. As you will have already presumed, it’s not going to be an easy job at all! But, don’t worry, we’ve got your back here at Zoho Campaigns. 

If you’re worried about transferring your data to Zoho Campaigns from your old ESP, we’ll make sure to find a solution for you! We’ve recently introduced free migration services for people who’d like to give Zoho Campaigns a try. All you will have to do is fill out a form, and our team will contact you and help you with your exact requirements. Let us know in the comments below if you have any doubts or are facing any issues—we’ll be happy to assist! 🙂

-Team Zoho Campaigns 


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