"Your email marketing program needs an email service provider ( ESP), but that doesn't mean you have to stick with the same ESP forever. If you're consolidating platforms, rebranding, or navigating a merger, switching ESPs can feel like a huge lift-because it is. These transitions can get tricky, especially for enterprise teams dealing with messy data, deliverability risks, and workflows that touch multiple departments. It's a high-stakes move, but with the right plan, it doesn't have to be painful."
"ESP migration is the process of changing email providers and moving your email marketing program, automations, and data to a new platform. This guide focuses on what happens after you've chosen a new ESP and set up your account. We won't cover how to evaluate vendors or make a selection-instead, we're here to help you plan and run a smooth migration that sets your email program up for long-term success."
ESP migration is the process of changing email providers and moving email marketing programs, automations, and data to a new platform. Enterprises migrate ESPs for mergers, rebrands, cost savings, deliverability issues, or the need for improved automation and personalization. Enterprise migrations are high-risk because of messy data, cross-department workflows, and deliverability consequences. Migrations commonly take three months or more and require an organized, comprehensive plan to avoid disruptions and protect inbox placement. A deliberate IP warm-up that sends gradually to the most engaged contacts, combined with active deliverability monitoring, preserves long-term email performance.
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