You\u2019ve gone and done it now. You\u2019ve decided a new email service provider is in order and made the decision. All of that was a lot of work, but the real work lies ahead because now you need to make the switch. <\/p>\n
In order to make that switch as smooth as can be, you need to be clear on expectations both what you can expect from the ESP and what they can expect from you. <\/p>\n
Of course, the ease with which you make the transition from the old to the new ESP will depend in large part on the new email service provider<\/a> you\u2019ve chosen. If you\u2019ve done your homework and made the right choice for you, your transition to the new ESP will be less painful<\/a>. (I can\u2019t promise painless, sorry.) Yet you can make it easier still\u2026 <\/p>\n Obviously you\u2019ll know you\u2019re changing email service providers ahead of time, and there\u2019s much you can do to prepare for your ESP switch<\/a>. <\/p>\n Clear timelines and expectations<\/b> Up and running in…ASAP!<\/strong> \u2022\tImport content library Even if you can\u2019t import the information or want to cut over all at once, you should take this opportunity to review all your practices to ensure everything still makes sense.<\/p>\n Easy importing of data and content <\/strong> Transfer of drip and triggered sends<\/strong> Assistance with maintaining deliverability<\/strong> Training and customer support<\/strong><\/span>What you can expect from the new email service provider<\/span><\/h2>\n
\nThe new email service provider should spell it all out for you–literally. What are they promising you and when? When will you be up and running on the new ESP? How long will it take to ramp up your new IP address? When is training? How long will any integrations take? <\/p>\n
\nNo one can say for certain when you\u2019ll be up and running because there are variables, like data and content. If you want to be up and running as quickly as possible, there are many things that can be done in parallel or even before you move over to your new ESP. While you\u2019ll want to wait until the last minute to transfer any lists, so you transfer your most current ones other things you can do before the cutover include:<\/p>\n
\n\u2022\tImport triggered and automated rules
\n\u2022\tIntegrate to CRM, Web analytic and any other data you need to
\n\u2022\tSet up custom reports or integrate to your reporting tool
\n\u2022\tSet up users and user permission
\n\u2022\tIf you have simple and small data sends, you can use them to ramp up your sender reputation (if you have a dedicated IP)<\/p>\n
\nIt will be your job to ensure all data and content is ready to migrate (see below), but you should be able to expect your ESP to make that migration as easy and seamless as possible. Make sure the email service provider can handle your data structure and that you\u2019re clear on how the data needs to be formatted for optimal import. <\/p>\n
\nOne of the robust capabilities offered by more sophisticated ESPs is the ability to set triggered and drip rules. Whether you want to transfer existing rules or create new ones, make sure you know exactly which rules you want to implement, what the conditions are for each, and what content is being sent out.<\/p>\n
\nYou\u2019ve worked so hard to build and maintain it, but now your deliverability needs to be carefully rebuilt<\/a>. Your email service provider should have a plan for ramping up your new IP address if you\u2019re moving to a solution with a dedicated IP.<\/p>\n
\nSome ESPs won\u2019t support you until you complete their training. Make sure you know what support you can expect (hours, escalation, channels) and what conditions, if any, exist to receive it. You should also find out what \u201cspecial\u201d support or handholding you may have during the onboarding process vs. regular support.<\/p>\n<\/span>What the new ESP can expect from you<\/span><\/h2>\n