ESP Migration Coming Soon? Get Ready for the Questions with This Advice!
There comes a point in every ESP migration when it’s time…time to move everything over to that new email service provider. It’s a time of excitement as you look forward to the new platform. And a time of uncertainty since you don’t know what all is involved or how long it will take.
Which leads to questions…lots of questions.
To help you prepare to field the questions you get from others—or even ask yourself—let’s consider two common ESP migration questions, bearing in mind we must first define the terms within the questions in order to arrive at their conclusions. Words being the same, they still carry varying degrees of weight and importance, depending on the audience.
For example, you might face questions from the marketing team that’s itching to know how their work will be impacted and when. Or you might be answering questions from the C-Suite asking about costs and the ESP migration timeline.
Obviously, different departments have different concerns, which makes it all the more important to understand what they’re really asking when they’re asking about the ESP migration. Below are two questions we hear quite regularly at iPost along with information to help you answer them…and others like them.
“How long will it take to be up and running?”
To answer this question, you must first define “up and running.” Creating and provisioning an account may only take days, but that’s just the beginning of the story. You will be migrating data, recreating automations, integrations and more. Assuming you will be on dedicated IPs you will want to warm up the IPs. This means you will have several weeks between sending the first email and “sending all emails” from your new PESP. Defining expectations and providing the context enables you to set a reasonable timeline to pass along to those who ask about it.
My point is, you have to understand what people are really asking when they ask you about an ESP migration. When they say, “up and running,” do they just want a foot in the door or do they want to move in?
“Can we send our big email next week?”
The answer to this question is probably not, but it depends on what’s meant by “big email.” You will want to make sure your IPs are warmed up and that you are delivering consistently to the inbox before really letting loose. So figure out what they mean when they say “big” before you answer.
Get ready with answers
If you’re the one overseeing the migration to a new email service provider, you’re going to get a lot more questions than these two. I hope seeing how even these common questions can be misunderstood will help you prepare to field any others as you start the process. It will also make questions easier to answer and keep expectations in line if you define what your internal teams want from you early in the ESP selection process.
Ask your own questions before the ESP migration
You will, of course, have your own questions. You should ask a lot of questions when taking on a task as big as an ESP migration. And remember, there is no question too stupid to ask. As someone once told me, “The only dumb question is the one you didn’t ask.”
Also, before you start the ESP migration, be sure to read 7 tips for a painless switch. And if you want that ESP migration to be as easy as possible, make iPost your new ESP: We’ll be your guide.