Definition
An email data migration checklist ensures a complete and accurate transfer of data and configurations when moving between email service providers. The checklist covers subscriber data including profiles, segments, consent records and suppression lists, campaign data including templates, send history and performance metrics, automation configurations including triggered flows, sequences and rules, technical infrastructure including authentication records, sending domains and tracking configurations, and integration connections with ecommerce platforms, CRMs and analytics tools.
Migration Checklist
- Audit existing data — document all subscriber data, campaign history and configurations
- Clean data before migration — remove duplicates, unengaged subscribers, invalid addresses
- Export data from source platform — subscriber lists, segments, suppression lists, consent records
- Configure target platform — set up authentication, sending domains, tracking infrastructure
- Import data to target platform — verify import completeness and accuracy
- Test sending — send test campaigns to confirm configuration works
- Set up integrations — reconnect ecommerce, CRM and analytics platform connections
- Validate delivery — confirm inbox placement and tracking function correctly
- Parallel run — run both platforms simultaneously to confirm performance match
- Cut over — redirect sending from old platform to new platform
Best Practices
- Begin migration planning at least 8-12 weeks before the target cutover date
- Export consent records with full documentation to maintain compliance during migration
- Test every integration and automation after migration before cutting over
- Maintain the old platform as a read-only backup for at least 30 days after migration
- Document the migration process for reference during future migrations
Related Glossary Terms
BIMI
BIMI (Brand Indicators for Message Identification) is an email standard that allows brands to display their logo next to their emails in supported email clients. It requires DMARC enforcement at quarantine or reject policy.
Email Deliverability
Email deliverability is the ability to land in the recipient's inbox rather than the spam folder. It depends on sender reputation, authentication, list quality, and content practices.
Email Agency Management
Email agency management covers the processes for selecting, briefing, managing, and transitioning external email marketing partners, including SLA definition, performance accountability, and scope control.
Email Alias
Alternative email addresses or subaddressing patterns that forward to a primary mailbox, affecting subscriber identity tracking and deduplication in email marketing.
Email API Key Management
Email API key management covers creating, storing, rotating, and revoking API credentials used to connect email platforms, ensuring security while maintaining reliable integration access.
Email API Rate Limiting
Email API rate limiting controls how many API requests a client can make within a given time window, protecting the email platform from abuse and ensuring fair resource allocation across all users.