{"id":5472,"date":"2018-09-13T00:00:00","date_gmt":"2018-09-13T00:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/blog\/what-to-expect-when-switching-esps\/"},"modified":"2023-07-13T11:53:11","modified_gmt":"2023-07-13T15:53:11","slug":"what-to-expect-when-switching-esps","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/what-to-expect-when-switching-esps","title":{"rendered":"What to Expect When Switching ESPs"},"content":{"rendered":"<p>More than 28% of brands dropped or switched email service providers during 2017, according to a Litmus poll. And more than 16% of brands told Litmus that changing <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/solutions\/esp\/\" target=\"_blank\" rel=\"noopener\">ESPs<\/a> was <a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/email-marketing-priorities-and-budget-changes\" target=\"_blank\" rel=\"noopener noreferrer\">a top email marketing priority for 2018<\/a>.<\/p>\n<figure id=\"post-21917 media-21917\" class=\"alignnone nudged\"><img decoding=\"async\" class=\"\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/litmus-28_percent_of_brands_dropped_or_switched_esps_during_2017-e1536830902610.png\" alt=\"28% of Brands Dropped or Switched ESPs during 2017\" \/><\/figure>\n<p>If you\u2019re thinking of switching ESPs, first, be sure to create a solid <a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/doing-an-esp-rfp-improving-your-vendor-selection-process\" target=\"_blank\" rel=\"noopener noreferrer\">ESP request for proposal (RFP)<\/a>. Second, go into the process fully understanding what\u2019s involved.<\/p>\n<p>To help you with that second part, Litmus reached out to email experts at <a rel=\"noopener\" target=\"_blank\" href=\"http:\/\/marketing-democracy.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing Democracy<\/a>, BrightWave, DEG, <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/trendlineinteractive.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Trendline Interactive<\/a>, <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.emailvendorselection.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">emailvendorselection.com<\/a>, <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.laughlin.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Laughlin Constable<\/a>, and <a rel=\"noopener\" target=\"_blank\" href=\"http:\/\/www.redpillemail.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Red Pill Email<\/a> to get their advice.<\/p>\n<h2>The Bigger the Pain<\/h2>\n<p>If your email program is small and relatively simple in its sophistication, then switching ESPs isn\u2019t incredibly hard. However, the difficulty ramps up quickly if you\u2026<\/p>\n<ul>\n<li>Have a lot of personalization<\/li>\n<li>Have a lot of automated and transactional campaigns<\/li>\n<li>Have a lot of integrations, especially custom ones<\/li>\n<\/ul>\n<p>Needless to say, all of those things help brands create more relevant emails and high-performing email programs. So if you don\u2019t have those capabilities currently, we hope your company is building them out.<\/p>\n<p>\u201cSwitching ESPs has gotten exponentially harder in recent years,\u201d says Chris Marriott, President &amp; Founder at Marketing Democracy. \u201cThat\u2019s because the email platform sits in the middle of the martech universe at most brands, and breaking and re-setting those connections is a lot of disruption and work.\u201d<\/p>\n<p>Andrew Kordek, Chief Strategist &amp; Co-founder at Trendline Interactive, agrees about the difficulty and how data is at the heart of the issue. \u201cThe data is more and more all over the place,\u201d he says, \u201cand there is almost never a \u2018We can migrate you in 30 days\u2019 scenario anymore.\u201d<\/p>\n<p>However, some of our experts disagreed about the ease of exporting all of the data in an ESP, which likely just means that it\u2019s easier to move data out of certain ESPs. Emily Hauptle, Digital Strategist at Laughlin Constable, says, \u201cIt has gotten easier to export and import your data, and platforms have gotten better at providing certifications and training.\u201d<\/p>\n<p>Jordie van Rijn, Founder of emailvendorselection.com, also thinks it\u2019s getting easier. \u201cIn general, it has become easier because of middleware and better and broader APIs,\u201d he says. \u201cWe could see another wave of improvements, if the trend for customer data platforms (CDPs) continues and marketer-facing centralized databases become affordable.\u201d<\/p>\n<p>Others are less sure. \u201cThere is no automated way to port all your assets, data, automations, triggers and legacy reporting to another ESP,\u201d says John A. Caldwell, President of Red Pill Email, \u201cso it\u2019s a manual process that hasn\u2019t changed a great deal over the years.\u201d<\/p>\n<p>And it could get even more difficult in the years ahead. Rich Wilson, Vice President of CX at BrightWave, says, \u201cMany ESPs are developing unique and proprietary ways of storing and staging data for use in data-driven campaigns. Creating parity within another ESP may require a total manual rebuild using that other ESP\u2019s own unique tools for campaign planning, data handling, analytics, and even split testing. \u2018Lift and Shift\u2019 is rapidly becoming \u2018Deconstruct and Reconstruct\u2019\u2014a more forensic exercise than in years past.\u201d<\/p>\n<div class=\"cta\">\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px 10px 20px 20px;\"><img decoding=\"async\" class=\"alignnone size-full wp-image-24298\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/01\/litmus-the-marketers-guide-to-esp-migration.png\" alt=\"The Marketer\u2019s Guide to ESP Migration by Litmus\" width=\"601\" height=\"774\" \/><\/td>\n<td class=\"block-2\" style=\"padding: 20px 20px 20px 10px;\">\n<p class=\"zero\"><strong>Ready for a new ESP?<\/strong><\/p>\n<p class=\"zero\">Switching to a new ESP is no small task. But we\u2019ve got your back with our step-by-step guide to ESP migration. The bonus? You\u2019ll also get ready-to-use planning templates so you can get going now.<\/p>\n<p class=\"zero\"><a class=\"btn medium orange button\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/how-to-migrate-esps\/?utm_campaign=wc-2021-03_how_to_migrate_esps-efficiency&amp;utm_medium=blog&amp;utm_source=marketing\" target=\"_blank\" rel=\"noopener noreferrer\">Get your guide \u2192<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<h2>The Key Players<\/h2>\n<p>Because email systems are increasingly sitting in the middle of a brand\u2019s marketing infrastructure and are often integrated with CRMs and other systems, the list of potential people that you may want to involve in switching ESPs is growing.<\/p>\n<p>\u201cIT and Marketing are the primary stakeholders,\u201d says Cara Olson, Director of Relationship Marketing at DEG. \u201cHowever, with many ESPs being much more than just email, if your company is looking at consolidating technology stacks, you will also want to include the media team and social team. You may also even need to include the service and ecommerce teams as well.\u201d<\/p>\n<p>Tunde Noibe, Vice President of Platform Technology at BrightWave, agrees that a broad and diverse team is needed. \u201cSwitching ESPs requires a dedicated cross-functional team,\u201d she says, \u201cthat consists of an experienced project manager, business analyst, solution architect, implementation consultant, and QA engineer.\u201d<\/p>\n<p>Olson echoes the need for a project manager to oversee the switch. \u201cMigrating is often a big project on top of a full-time job,\u201d she says. \u201cBrands should expect an additional workload during this time, unfortunately.\u201d<\/p>\n<h2>Necessary Prep Work<\/h2>\n<p>To make switching ESPs as easy as possible, arm your ESP migration project manager with as much documentation as you can. Our experts advise you to:<\/p>\n<ul>\n<li>Have a library of current campaigns with details on audiences, subject lines, and more.<\/li>\n<li>Take inventory of all the email signup, lead generation, and other forms that feed data into your ESP\u2014whether they\u2019re on your website, in your mobile app, on social media pages, in digital ads, or elsewhere.<\/li>\n<li>List all the points of data integration between your ESP and other systems.<\/li>\n<li>Ask your new ESP to send over all API documentation.<\/li>\n<li>Keep a running list of migration to-dos, deadlines, and assignments.<\/li>\n<\/ul>\n<p>\u201cPre-work and implementation documentation is critical to have an efficient migration,\u201d says Tunde Noibe, Vice President of Platform Technology at BrightWave Marketing.<\/p>\n<p>You don\u2019t want to forget anything vital, like your historical data, says Caldwell. \u201cBrands always forget data and don\u2019t notice until a couple of months after they\u2019ve said goodbye to their former platform,\u201d he says. \u201cThere\u2019s a ton of history that should be leveraged into the new platform and most reporting systems won\u2019t allow you to import archived reports, so begin that process early. You can\u2019t afford to lose historical trends, benchmarks, and key learnings.\u201d<\/p>\n<p>While you\u2019re at it, be sure to clean that data, says Hauptle. \u201cCleaning your data is the single most important part to make your next ESP successful. Inaccurate data is going to ruin your insights, campaigns, and can hurt your sender reputation.\u201d<\/p>\n<div class=\"cta\">\n<table>\n<tbody>\n<tr>\n<td class=\"block-1\"><a rel=\"noopener\" href=\"https:\/\/litmus.com\/welcome\/esp-integrations\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/logo.png\" alt=\"Litmus ESP integrations\" \/><\/a><\/td>\n<td class=\"block-2\">\n<h2>Litmus Works Where You Work<\/h2>\n<p>Litmus integrates with the email marketing platforms your team uses every day. Maximize your marketing technology investment, simplify processes, and reduce errors with ESP Syncing and the Litmus Extension.<\/p>\n<p class=\"zero\"><a class=\"btn medium orange button\" rel=\"noopener\" href=\"https:\/\/litmus.com\/welcome\/esp-integrations\" target=\"_blank\" rel=\"noopener noreferrer\">Learn more \u2192<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<h2>Time Horizon<\/h2>\n<p>The consensus among our experts is that brands should allow for the migration to a new ESP to take roughly 3 months, with larger, more complex email programs needing more time. And that\u2019s with all of that prep work done well.<\/p>\n<p>\u201cBrands want it done quickly,\u201d says Kordek, \u201cand often set unrealistic expectations internally on how quickly it can be done. They also overlook just how much time it takes to coordinate everything if they are doing it themselves.\u201d<\/p>\n<p>Switching ESPs simply involves a fair amount of discovery and adaptation, says Olson. \u201cSometimes brands have no idea where the data is originating and it can take time to investigate that. A new ESP may not handle a program the same as the previous one, so you may need IT to make adjustments to data files.\u201d<\/p>\n<p>ESP interfaces vary significantly and getting complex tasks done can also require time for discovery, warns Rich Wilson, Vice President of CX at BrightWave. \u201cKeep in mind that most of the larger ESPs are collections of smaller cloud-based software systems to form a larger cloud\u2014and that bugs exist in even the best technologies. Be patient as your team learns the specific personality of your new ESP and finds creative ways to accomplish complex tasks.\u201d<\/p>\n<p>A few of our experts pointed out that many brands forget about IP warming, where inbox providers are exposed to new IP addresses by sending small volumes of email at first, and then sending progressively higher volumes over a period of several weeks. So, unless you\u2019re keeping all your sending IP addresses the same, you just can\u2019t turn off one ESP and flip your new one on and be sending everything you did before right away.<\/p>\n<p>\u201cIP warming is often a new concept to a brand migrating,\u201d say Olson. \u201cPlan for a few evergreen campaigns that can be sent daily over several weeks if possible. Expect to be sending from two platforms for a while, which will require work from the current ESP to process unsubscribes from the new ESP.\u201d<\/p>\n<p>Van Rijn agrees that it\u2019s wise to plan on having both your old and new ESP available during onboarding. \u201cIf something doesn\u2019t go right with the new ESP, you still need to be able to send all your crucial messages. The onboarding should be as seamless as possible, but you still want to have a plan B,\u201d he says. \u201cTake 30 to 90 days of overlap, then some extra if you have special circumstances.\u201d<\/p>\n<h2>Justifying All the Pain<\/h2>\n<p>All of these considerations add up to two things, says Marriott. \u201cYou don\u2019t want to leave your current ESP unless another vendor represents a steep improvement in features, functionality, and performance,\u201d he says. \u201cAnd if you do switch, you want to make absolutely sure that you made the right choice in your new vendor so you don\u2019t have to switch again for a long time&#8230;if ever.\u201d<\/p>\n<h2>More Resources to Help You Optimize Your Email Marketing Tech Stack<\/h2>\n<p>Learn more about the email service provider industry and get hands-on advice on how to make the most out of your email marketing tech stach with these resources:<\/p>\n<ul>\n<li><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/how-to-migrate-esps\/?utm_campaign=wc-2021-03_how_to_migrate_esps-efficiency&amp;utm_medium=blog&amp;utm_source=marketing\">The Marketer\u2019s Guide to ESP Migration<\/a><\/li>\n<li><a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/a-snapshot-of-the-email-service-provider-landscape\">A Snapshot of the Email Service Provider Landscape<\/a><\/li>\n<li><a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/doing-an-esp-rfp-improving-your-vendor-selection-process\">Doing an ESP RFP: Improving Your Vendor Selection Process<\/a><\/li>\n<li><a rel=\"noopener\" href=\"https:\/\/litmus.com\/community\/discussions\/7662-how-did-your-esp-rfp-go#comment-15087?utm_campaign=community_newcomment&amp;utm_source=email&amp;utm_medium=triggered\">Litmus Community: How did your ESP RFP process go?<\/a><\/li>\n<li><a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/what-is-an-esp\">What&#8217;s an ESP?<\/a><\/li>\n<\/ul>\n<p>Want more resources like these? Sign up for Litmus News.<\/p>\n<p><a class=\"btn medium orange\" style=\"font-weight: bold; color: #fff; font-size: 16px;\" rel=\"noopener\" href=\"https:\/\/litmus.com\/subscribe\" target=\"_blank\" rel=\"noopener noreferrer\">Get on the list \u2192<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>More than 28% of brands dropped or switched email service providers during 2017, according to a Litmus poll. If you\u2019re thinking of switching ESPs, go into the process fully understanding what\u2019s involved. Here&#8217;s what you should expect&#8230;<\/p>\n","protected":false},"author":3,"featured_media":5473,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[832],"blog_category":[53],"class_list":["post-5472","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-email-service-providers","blog_category-tips-resources"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What to Expect When Switching ESPs - Litmus<\/title>\n<meta name=\"description\" content=\"More than 28% of brands dropped or switched email service providers during 2017, according to a Litmus poll. If you\u2019re thinking of switching ESPs, go into the process fully understanding what\u2019s involved. 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