Please enable JavaScript.
Coggle requires JavaScript to display documents.
How to migrate to a new ESP migration - Coggle Diagram
How to migrate to a new ESP migration
What do your team need?
Minima requirements
wishlist
Identify your email stakeholders
Audit your current ESP's features / Functionality
Market research - what else is out there
Link to
https://www.enchantagency.com/blog/top-10-email-marketing-platforms-esp
Functionality requirements example
Send HTML or text emails
Report on and Track email opens clicks and conversions. Integration with our Web Analytics and sales tracking systems
Support a welcome series for new subscribers
Automatically send out abandoned cart reminders to potential customers
Ability to Set up autoresponders to follow-up with old customers about their purchase experience
Use templates for quick email campaigns, like a product launch or sale promotion campaign
Schedule your messages in advance so they go out at the perfect time of day/week/month depending on what you're promoting (for example, sending an order confirmation when someone purchases something)
Design beautiful newsletters that are easy to read on any device (mobile, tablet, desktop) using our drag-and-drop editor tools and prebuilt layouts or themes from our library of over 1 million designs!
Integration with your CRM. and or Content management system
What can you migrate ?
What data that cant be migrated needs to be captured
Support functionality
Easy self service email template / design
Design Support as part of the package?
Up to date library of help articles.
Availability of help and customer supports willingness to help
Part of your package or an additional cost?
Technical deliverability support
How to Tame the beast: Audit your existing Email programme
Always way more complicated than you think.
Devil is int he detail
Enchant Email Audit
Google docs is great as many people can work in this at the same time. For larger organisations you are going to need input from different teams managing the different apps and resources for your emails so work collaboratively oon this project and get it compile better and faster!
Also Audit Image and Media Assets
Audit automations you have set up for any email sequences
Audit your email sign up forms
The larger your organisation the more useful it is to get input from others. Ask everyone involved in the delivery what they might need to migrate and add that to your checklist so you can manage this more efficiently and sytematically.
Armed with all this information you will be able to start building out a timeline nd a project plan for completing the migration.
Adjust the template to suit your own needs
Google template
Keep this audit document updated forever ongoing. Its such a useful working document that everyone can make use of. It stops the whole problem of not knowing what you dont know. In here is everything everyone knows!
As you go through this process its worth noting any areas where your current practice makes things hard to see. Starting with a new ESP gives you the chance to work on a clean slate. So if your email naming convention leads a lot to be desired, now is the chance to set it right. Take what you have and imagine how it could be done better.
review all your automations with a critical eye! Take a look at the results all your automations have been driving. Very often these reports on some ESP's can be hidden away from plain view. Now is the time to sort the movers from the shakers with a warts and all review of the results. Like a good gardener in early summer, now is the time to weed out the stragglers, and stake up the winners by finding ways to streamline and improve them.
Think about naming conventions and folder structures within you new ESP. Standardising these into a simpler and more logical structure will greatly help and speed up all manner of tasks your team perform on a regular basis, including reporting on and comparing results!
Unsure how to structure things? Why reinvent the wheel. Ask you New ESP what they consider best / smart practice.
Get a clear view of youor whole programme
Understand what emails and elements you want to keep and what you want to ditch
Identify potential gaps or elements that need updating
Bring everything into one place
Questions to ask
Is it meeting my business goals?
How fast can I launch an email campaign?
Is my current ESP reliable?
Can I collaborate easily with my team?
Am I able to get to the data I need?
Does it empower our email process to work Faster / Smarter?
How well does it integrate with my other systems and data?
What is my ESP account team support like?
How are we going to upskill our team to use the new platform ( potentially a big hidden cost)
How have other similar customer found the service from your shortlisted services
Concerns and risks
The mygration Audit