"Migrating ESPs is not just a marketing project; the migration process affects multiple teams and often requires budget, time, and approvals that you need to plan for in advance."
"The process goes beyond just export‑import and learning new syntax for dynamic personalization. It affects data architecture, design, transactional flows, and deliverability."
"Businesses are increasingly making these transitions due to evolving martech platforms and the discontinuation of certain ESPs, such as Bronto and Yotpo."
Migrating to a new email service provider is a multifaceted process that impacts data architecture, design, deliverability, and various organizational teams. Businesses are increasingly making these transitions due to evolving martech platforms and the discontinuation of certain ESPs. Successful migration requires aligning stakeholders, securing internal support, and planning for budget and time constraints. The process includes addressing data structures, templates, automated flows, and ensuring domain reputation. A checklist of ten lessons can guide organizations through this complex transition to enhance performance and revenue.
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