How to prepare for email client changes

Thinking of switching email platforms? Read this before you hit “send.” Whatever ESP you’re leaving and moving to, a platform switch isn’t just copy-paste-and-go. It’s a chance to clean up, set up, and step up your email game. But if you skip these steps, your emails might land in spam - or not land at all. Here’s what I tell clients to do when they switch: ✅ Authenticate your domain again. SPF, DKIM, and DMARC don’t carry over - your new provider needs to be properly set up. ✅ Clean your list. Remove cold subscribers. Don’t import people who haven’t engaged in months unless you plan to rewarm them strategically. ✅ Check your tags and segments. Different platforms handle tags and fields differently. Rebuild your key automations before importing everyone. ✅ Warm up the new platform. Don’t blast your whole list on day one - it can tank your sender reputation. ✅ Review automations and sequences. What worked on your old platform might need adjusting. Use this as an opportunity to optimize. Bottom line? Switching platforms is the perfect time to reset your strategy - not just your tech stack. If you’re about to switch (or already have), don’t just migrate your list. Make sure your setup supports strong deliverability and real results. Have you ever switched ESPs? What surprised you most about the process?

You spend hours polishing a marketing email. The design looks sharp, the copy feels strong, the CTA feels irresistible. You’re confident it’s ready. Then it lands in inboxes. Outlook breaks your layout. Gmail hides your CTA button. Dark mode flips your logo into something unrecognizable. Suddenly, all that effort is wasted on something your audience can’t even see the way you intended. The truth is, every email client, from Gmail to Apple Mail to Outlook, renders differently. What looks perfect in one inbox can fall apart in another. And those inconsistencies don’t just affect design; they can cost you clicks, engagement, and trust. HubSpot’s new "preview in an email client" feature solves this by letting you see how your email will appear across inboxes, devices, and even in dark mode before you send it. In our latest newsletter, we break down how to use this feature effectively, explain why it matters for deliverability and engagement, and outline the simple checks you should never skip before sending. If you’re sending marketing emails without previewing them across clients, you’re leaving too much to chance. This will show you how to get it right every time! #hubspot