Definition
Migrating between email platforms is a high-risk operation that can damage deliverability if done incorrectly. The standard process includes: auditing your current setup (lists, segments, templates, automations, integrations), selecting and configuring the new platform, setting up authentication (SPF, DKIM, DMARC) for the new platform, warming up new dedicated IPs (4-8 weeks), migrating subscriber lists with consent records, recreating templates and automation workflows in the new platform, running parallel sends to verify deliverability, updating tracking domains and DNS records, decommissioning the old platform, and monitoring deliverability closely for 30-60 days after migration.
Related Glossary Terms
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.
B2B Email Marketing
B2B email marketing targets business professionals and organisations with longer sales cycles, educational content, and relationship-driven campaigns compared to B2C email.
B2C Email Marketing
B2C email marketing focuses on sending targeted promotional and transactional emails to individual consumers, emphasising personalisation, urgency, and direct response.
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.
Buyer Persona for Email Marketing
A buyer persona is a semi-fictional representation of an ideal email subscriber based on data, research, and behavioural insights used to target and personalise campaigns.
Campaign Payback Period (Email)
The campaign payback period is the number of sales or amount of revenue needed to recover the full cost of creating, producing, and sending an email campaign.