Recently, an e-commerce client approached me with a common yet critical challenge: migrating a database of 25,000 contacts between email marketing platforms.
The goal was clear: complete the migration while maintaining deliverability and campaign continuity. A mistake in this process could result in a significant drop in engagement rates.
Here’s the plan we developed to carry out this migration safely and effectively:
- Set up Email Authentication on the new platform: implement SPF, DKIM, and DMARC to ensure sending authenticity.
- Gradual Migration of Most Engaged Subscribers (Warm-Up): start with 2,500 contacts who interacted in the last 30 days.
- Gradual Increase in Sending: add new batches of subscribers weekly, based on server response.
- Monitor Deliverability and Reputation: use specific tools to track domain reputation and sending performance.
- Include Opt-Out Links and Unsubscribe Headers: ensure compliance with regulations and reduce spam complaints.
- Ongoing Management and Monitoring: track open and click rates during each migration phase.
The complete process takes approximately 5 weeks. This timeline allows for proper warm-up of the new sending platform (even with shared IP) and adjustments based on deliverability response.
Expected results (based on the client’s current engagement rate):
- Initial open rate: 35% to 45%
- Open rate after stabilization: 25%
- Initial CTR: 5% to 7%
- CTR after stabilization: 2% to 5%
This methodical approach minimizes the risks associated with migrating contact databases, preserving sender reputation and maintaining healthy engagement levels.
If you’re considering a similar migration or facing deliverability challenges, get in touch to discuss how we can apply this methodology to your specific case.
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Do you have any questions about email automation or deliverability? Comment below, and I’ll respond.
Cheers,
Fabrício
PS: Photo by Barth Bailey on Unsplash
