Switching ESP? Get ready with our one-stop migration checklist

Thinking about switching your email service provider (ESP)? You’re not alone. Lots of businesses decide to move their email marketing to a new platform. It could be because they’re hunting for better features, want to save some money, need improved email delivery, are looking for more powerful automation, or just want a better support experience.

And let’s be honest, a fresh start with a new ESP can be really exciting. But figuring out where to even begin with the whole migration process? That can feel a bit overwhelming.

The good news is, if you plan carefully and take a structured approach, switching ESPs can actually be a pretty smooth transition, and it can seriously set your email marketing up for some major wins. That’s why we’ve created this one-stop ESP migration checklist – your go-to guide for navigating the whole thing, from start to finish.

The ultimate ESP migration checklist

Okay, so an ESP migration definitely needs a methodical approach. Following these steps, which we’ve broken down into key phases, will help you make a successful move to your new email service provider.

Phase 1: Planning and strategy

This first phase is arguably the most important. Getting this right upfront can save you from some seriously costly mistakes and makes sure your entire ESP migration is totally aligned with your business goals.

1. Define your migration goals

Before diving into technical details, clearly articulate why you’re switching your ESP. Are you looking for more advanced automation features that your current provider lacks? Is it all about cutting costs? Maybe you’re struggling with emails ending up in spam folders, or you need integrations that your old platform simply doesn’t support.

Writing these goals down gives you a clear direction for the whole migration, influences which new provider you choose, and helps you figure out what to prioritize during the move. Having those clear objectives ensures you pick an ESP that truly solves your problems and sets you up for success.

2. Audit your current ESP setup

You can’t move things effectively if you don’t know what you’re moving. It’s worth conducting a thorough audit of what you’re currently working with in your existing ESP, such as:

• Documenting lists and segmentation: Make a note of all your active email lists, how you’ve segmented them (by persona? By engagement? By purchase history?) and any tags you’re using
• Inventory of assets: Create a complete list of all your important email templates, content blocks you reuse, landing pages you’re hosting with your ESP, and website sign-up forms
• Mapping automations: Carefully document all the automation workflows you have running (e.g. welcome emails, abandoned cart reminders, re-engagement campaigns, etc.). Jot down the triggers, the logic, the timing, and all the emails involved in each. Screenshots or even flowcharts can be a lifesaver here
• Identifying key metrics and data: Figure out which past performance data metrics (like open rates, click rates, conversion data, list growth) will help compare future results to current benchmarks after the migration is complete
• Listing integrations: Itemize all tools connected to your ESP, such as your customer relationship management platform (CRM), your ecommerce platform, your analytics software, any customer data platforms (CDPs) you’re using, and any other marketing tech platforms. Knowing how these connections work is crucial for the success of your new ESP

3. Select your new ESP

Now that you have a clear idea of your goals and understand your current setup, it’s time to find the right email service provider for you. Take some time to research different options and keep in mind your specific needs. Here are a few important factors to consider:

• Features: Does the platform provide the segmentation, automation, testing, and reporting tools you’re looking for?
• Ease of use: Is the interface user-friendly for your team? You want everyone to feel comfortable navigating it
• Pricing:  Does the pricing structure work for your budget, and does it scale reasonably as your needs grow?
• Scalability: Can the email marketing service expand alongside your business and growing contact list?
• Support: What kind of customer support can you expect? Look for options like email, phone, chat, or even a dedicated Customer Success Manager. Check reviews to see what others say about their support experience
• Integration capabilities: Can the email marketing platform easily connect with your current tools, like your CRM or ecommerce systems? If possible, ask for demos or trials so you can get a feel for the service before making a commitment

4. Establish a timeline

Migrating to a new ESP is a big undertaking, so it’s important to create a practical timeline that outlines each step and highlights key milestones. Start by breaking down the tasks you identified in your audit and assign them to specific team members. 

For example, the Marketing Manager can handle the overall strategy, the Email Specialist can work on recreating templates, and IT can take care of the domain name system (DNS) changes. Don’t forget to schedule regular check-ins to make sure everyone is on track and to keep the project moving forward.

Phase 2: Pre-migration tasks

Once your plan is complete, it’s time to get your data and systems ready for the actual move. Skipping these steps can lead to some serious headaches down the line.

1. Clean your email list

This step is essential for making your ESP migration run smoothly and for keeping your sender reputation in good shape. Before you export any of your contacts, clean your email list. Get rid of or suppress:

• Hard bounces (invalid email addresses)
• Subscribers who’ve been inactive for ages (haven’t clicked or opened anything in 6-12+ months)
• Any known spam trap addresses
• Unsubscribes (make sure these are on your list of people you don’t want to email)

If you need to, use a list validation service to help with this. Starting off with a clean, engaged email list in your new ESP is absolutely crucial for getting good deliverability from day one.

2. Backup everything

Just assume you won’t be able to get anything from your old ESP once you’ve left. So, create full backups of all your important data and assets before you start the migration:

• Subscriber lists: Export all your contacts, including any custom fields, how they’re segmented, when they opted in, and how engaged they are
• Suppression lists: Export those lists of unsubscribed people, bounced addresses, and anyone who’s complained. This is super important for staying compliant
• Email templates: Save the HTML code or design files for all your main email templates
• Automation logic: Take screenshots or make diagrams that show the structure and rules of your workflows
• Performance reports: Export any past campaign stats, list growth data, and any other reports you might need for future reference or comparing performance

Store these backups somewhere safe and make sure they’re easy to access.

3. Inform stakeholders

Keep all relevant team members in the loop about the ESP migration process and timelines. This includes your marketing colleagues who rely on email campaigns, the sales team who might use CRM integrations, your IT team who might need to help with technical aspects (like DNS), and your customer support team who might get questions if anything goes wrong. Clear communication helps avoid surprises and makes sure everyone works together smoothly.

4. Set up your new ESP account

Start configuring the basic settings in your new email service provider. This means setting up your account profile, adding your team members with the right permissions, setting your default sender names and addresses (“from” addresses), and putting in any company information the platform needs. Also, take some time to get familiar with how to navigate around and use the dashboard.

5. Plan for IP warming (if applicable)

If you’ll be using a dedicated IP address in your new ESP (instead of sharing one with other senders), you’ll need to warm up that IP. This is a process of gradually increasing how many emails you send over a few weeks to build a good reputation with internet service providers (ISPs).

Make a detailed warming plan, often starting by sending to your most engaged subscribers. Most good ESPs will give you specific advice and schedules for this – it’s a good idea to follow their recommendations closely.

Phase 3: The migration process

This is where you actually move your data and rebuild everything in the new ESP. Take it one step at a time.

1. Import subscribers

Start transferring your contacts. Upload subscriber lists into your new ESP. Be really careful to map custom fields correctly so you don’t lose any valuable data. Import your suppression list (unsubscribes and bounces) first, or make sure the platform has a way to handle this during the import, so you don’t accidentally email people who shouldn’t be contacted. Double-check your list counts after importing to make sure everything’s accurate.

2. Recreate assets

Now, rebuild the things your subscribers see and interact with:

• Email templates: Use the new ESP’s editor to recreate your main email templates. This keeps things consistent and makes sure they look good on mobile. You could import HTML, but often rebuilding them in the new platform gives you better compatibility
• Sign-up forms: Recreate your website sign-up forms using the new ESP’s tools and replace the old forms on your website and landing pages. Test them to make sure new subscribers are being added to your lists correctly
• Landing pages: If you used your old ESP to host any landing pages, rebuild them in the new platform or your own website’s content management system (CMS)

3. Rebuild automations and workflows

Using the notes you made during your audit (back in Phase 1) carefully recreate your automated email sequences (such as your welcome series, nurture campaigns, abandoned cart reminders, etc.) in the new ESP. Pay close attention to the triggers, delays, any “if this, then that” logic, and the specific emails used in each step. Test these workflows thoroughly before you set them live.

4. Set up integrations

Reconnect your new email service provider to all your other business systems. This usually involves setting up connections to your CRM, your ecommerce platform, your website’s CMS, your analytics tools, and any other relevant software.

Follow the integration guides provided by your new ESP and the other tools you’re connecting. Test that data is syncing correctly – for example, make sure new customers from your online store are being added to your ESP, and that email engagement data is flowing back to your CRM, if that’s something you need.

5. Configure authentication (DNS records)

This is a technical step, but it’s essential for getting your emails delivered. You’ll need to update your domain name system (DNS) records to tell internet service providers (ISPs) that your new ESP has permission to send emails on your behalf. This involves adding or changing sender policy framework (SPF), domain keys identified mail (DKIM), and possibly domain-based message authentication, reporting & conformance (DMARC) records.

Your new ESP will give you the exact record values you need to add through your domain registrar or domain name system (DNS) provider. Give these records some time to update across the internet (this can take up to 48 hours, though it’s often much faster).

Phase 4: Post-migration

The main migration is done, but you’re not quite finished yet. This phase is all about testing, keeping an eye on things, finalizing the move, and getting your team ready.

1. Thorough testing

Before you start sending out big campaigns or fully relying on your automations, double-check everything:

• Send test campaigns to an internal “seed list” (a list of colleagues using different email clients like Gmail, Outlook, Apple Mail) to check how your emails look and if all the links are working
• Trigger every single automation workflow from start to finish to make sure the logic, timing, and email delivery are all correct
• Submit test entries through all your new sign-up forms
• Verify that data is flowing correctly through all your integrations

2. Execute IP warming plan (if applicable)

If you created an IP warming plan back in Phase 2, now’s the time to put it into action. Start by sending small batches of emails to your most engaged subscribers, and then gradually increase the volume each day or week, following the schedule you created. Keep a close eye on your deliverability metrics during this.

3. Monitor performance closely

Keep a really close eye on your key email marketing metrics and deliverability in your new ESP, especially in those first few weeks after the migration:

• Deliverability rates: Watch out for bounce rates (both hard and soft bounces)
• Engagement metrics: Monitor open rates, click-through rates, and how well your emails are converting
• List health: Track unsubscribe rates and complaint rates

Compare these numbers to what you were seeing in your old ESP. If you notice any significant drops in performance or any deliverability issues, reach out to your new ESP’s support team right away.

4. Run parallel systems (optional but recommended)

For a short time (maybe a week or two), you might want to keep your old ESP active. This can help you catch any last-minute sign-ups or act as a backup in case anything unexpected happens. Just remember to send all your outgoing emails exclusively from the new ESP to avoid confusing people and to properly warm up your IP address, if you’re doing that.

5. Decommission your old ESP

Only cancel your account with your old provider when you’re 100% sure that your new ESP is working perfectly, all your data and assets have been moved over correctly, your integrations are functioning, your performance is stable, and you’ve finished warming up your IP (if that was necessary). Double-check that you have all your backups before you pull the plug.

6. Train your team

Make sure everyone on your team who will be using the new ESP gets proper training. Help them get familiar with the new interface, the features, the template editor, the segmentation tools, and the reporting dashboards. 

Give them access to any help documentation, or set up training sessions with the ESP vendor if they offer them. A well-trained team will be able to take full advantage of the new platform right from the start.

Choose Dotdigital as your ESP

Dotdigital delivers a comprehensive, all-in-one marketing platform, empowering you to create personalized, data-driven experiences with significant results. Here’s how:

• Hyper-personalized campaigns: Engage customers with dynamic content that adapts to individual behaviors, driving higher conversions. Imagine emails that greet by name, recommend based on browsing history, and tailor offers precisely
• Cross-channel engagement: Extend your reach beyond email. Unify SMS, WhatsApp, social media, and landing pages for a consistent, engaging customer journey across all touchpoints
• Actionable customer insights: You can use Dotdigital’s advanced reporting to uncover deep customer behaviors, segment your audience, and optimize your strategy for maximum impact
• Scalable growth platform: Confidently grow your marketing efforts, from startup to enterprise, with a platform built to handle complex journeys and high volumes
• Dedicated support: Dotdigital provides exceptional customer service, including professional services, dedicated customer success managers, email designers, marketing strategists, and deliverability experts. The dedicated support team is available to guide you through every step, from onboarding to campaign optimization
• Superior deliverability: Landing in inboxes is so important for email success. Dotdigital offers advanced tools and expertise to ensure your emails reach their intended audience, maximizing your campaigns

Don’t rush your ESP migration

Switching ESPs can feel like a race against the clock. You’re probably eager to get all those new features up and running, and maybe you’re even hoping for a quick boost in your marketing results. But here’s the thing: rushing this process is almost always a recipe for poor results. You might end up losing valuable data, messing up your automations, or even damaging your sender reputation – and that’s a tough one to fix.

Think of your ESP migration as a marathon, not a sprint. Take the time to plan things out properly, follow the checklist, and test everything thoroughly. It’s about doing it right, not doing it fast. A smooth, well-executed migration sets you up for long-term success, giving you a solid foundation to build your email marketing on. 

Investing that extra time upfront will save you from a whole lot of stress and potential problems down the line. So, take a deep breath, pace yourself, and focus on getting it right. Your future marketing self will thank you for it.