Good news: your company's email list had a recent growth spurt. You're sending more email than ever—to a larger audience—and with all that growth it's time to consider a new email service provider (ESP).
CMOs and CTOs looking to upgrade ESPs too often meet with frustration, however, because migration to a new platform can be tricky—and it can have a deeply positive or negative impact on a company's sender reputation and, ultimately, on customer communications.
Because email is a major channel that companies rely on for generating revenue, mistakes can have a lasting impact on your bottom line.
To safely navigate your migration, we've compiled a list of five common blunders. By avoiding these five mistakes, marketers and tech teams will save hours of work and ensure a positive outcome.
Mistake 1: Switching Service Providers Before Optimizing Your Email List
Frustration often compels many companies to switch providers because their emails aren't landing in their customers' inboxes. Though a new platform can help with deliverability issues, landing in a user's spam box is often the result of a list stuffed with ancient email addresses and low engagement and high bounce rates.
Before you invest in a migration, ensure you've optimized your list by cleaning it thoroughly, removing bouncing addresses and reconfirming with your current contacts that they are still interested in receiving your messages.
Mistake 2: Not Scaling Your Staff Along With Your Platform