There are quite some factors that have an influence on whether a marketer would want to change their ESP. It can be due diligence (such as looking for better pricing) or out of need (such as deliverability problems).<\/p>\n
In all cases, changing an ESP is something one should care about and be well prepared for.<\/p>\n
By using an external marketing platform marketers are giving away valuable assets (like their contact list) to a third party. But if\u00a0marketers exploit the sending infrastructure, they are likely to generate a great deal of data. To be one step ahead, it is important to get these databases backed up as often as possible. Marketers who have not done this since the start\u00a0risk losing important data without the chance of getting it back.<\/p>\n
Below is a list of all the information needed before changing the Email Service Provider:<\/p>\n
The new platform will ask a wide range of questions related to the former sending practices. The answers will then be\u00a0used to test the marketers\u00a0practices and his\u00a0reputation as a sender according to web mails ISP\u2019s.<\/p>\n
These questions may look like the following:<\/p>\n
It is very disappointing to see that companies neglect the switching progress when converting their email sending platforms.\u00a0We must learn to walk before we can run: make sure the brand new platform is 100% operational before breaking up with the previous ESP. Being blocked out from the former databases and owning nothing but a half-operational brand new platform can easily turn into a never ending nightmare for the\u00a0business.<\/p>\n
All the databases that\u00a0have been collected during Stage one must be reintegrated into a fresh (in-house) hosted emailing list. Transferring these databases without changes would be useless.<\/p>\n
It is imperative to make sure that:<\/p>\n
This is the first thing on the to-do list when setting up the new ESP. SPF and DKIM records configuration will provide the marketer with authentication and will give the new sender the power to send emails on their behalf.<\/p>\n
Marketers should experience no problems if they decide to continue to send emails through their former sending platform. In this scenario, their SPF record can be used for simultaneously sending with several email platforms, enabling them to set several DKIM records on the same domain name.<\/p>\n
Furthermore\u00a0– even if it is not directly related to the authentication process – we encourage marketers to ask their new email service provider to use their sending name to customize the tracking links generated by such emails.<\/p>\n
So now that marketers have retrieved the databases from their old provider and freshened up the contact lists, it is time for contact syncing on their new sending platform.<\/p>\n
Syncing is a two-way road. Marketers should send their mailing list to the new ESP to ensure that all items mentioned in Stage one can be automatically retrieved. If they do so, the upcoming migration processes will be carried out smoothly and more importantly – even if it happens in 5 years – they will remain the master of their\u00a0assets.<\/p>\n
When marketers send their first emails from a new IP address, webmail providers and ISP\u2019s have not yet had the chance to determine the marketer’s reputation. Therefore, their filters will be rather harsh during the first few weeks. To start building a trustworthy relationship with these filters, we recommend marketers \u2018warm up\u2019 their IP address<\/a> by sending a constant email volume over a given period of time.<\/p>\n Marketers have now achieved the \u201cdeliverability\u201d migration stage. It is now time to once again deploy all the email marketing campaigns they own into their new platform. But\u00a0that is a whole different story!<\/p>\n","protected":false},"excerpt":{"rendered":" There are quite some factors that have an influence on whether a marketer would want to change their ESP. It can be due diligence (such as looking for better pricing) or out of need (such as deliverability problems). In all cases, changing an ESP is something one should care about and be well prepared for.<\/p>\n","protected":false},"author":90,"featured_media":18622,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_editorskit_title_hidden":false,"_editorskit_reading_time":0,"_editorskit_is_block_options_detached":false,"_editorskit_block_options_position":"{}","footnotes":""},"categories":[2],"tags":[79,139,227],"dealstore":[],"coauthors":[859],"acf":[],"_links":{"self":[{"href":"https:\/\/www.emailvendorselection.com\/wp-json\/wp\/v2\/posts\/12363"}],"collection":[{"href":"https:\/\/www.emailvendorselection.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.emailvendorselection.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.emailvendorselection.com\/wp-json\/wp\/v2\/users\/90"}],"replies":[{"embeddable":true,"href":"https:\/\/www.emailvendorselection.com\/wp-json\/wp\/v2\/comments?post=12363"}],"version-history":[{"count":0,"href":"https:\/\/www.emailvendorselection.com\/wp-json\/wp\/v2\/posts\/12363\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.emailvendorselection.com\/wp-json\/wp\/v2\/media\/18622"}],"wp:attachment":[{"href":"https:\/\/www.emailvendorselection.com\/wp-json\/wp\/v2\/media?parent=12363"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.emailvendorselection.com\/wp-json\/wp\/v2\/categories?post=12363"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.emailvendorselection.com\/wp-json\/wp\/v2\/tags?post=12363"},{"taxonomy":"dealstore","embeddable":true,"href":"https:\/\/www.emailvendorselection.com\/wp-json\/wp\/v2\/dealstore?post=12363"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.emailvendorselection.com\/wp-json\/wp\/v2\/coauthors?post=12363"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}<\/span>Stage eight: You\u2019re not done!<\/span><\/h2>\n