How to maintain email revenue during ESP switch

If you’re a brand switching email or SMS providers before BFCM, here’s how to avoid a disaster. Changing platforms this close to the biggest sales period of the year is high risk. I am not going to sugar coat this or be a hype girl, it doesn't benefit me either way. Get it wrong, and you could lose deliverability, segment accuracy, or key automations when you need them most. Your BFCM transition checklist: Warm your sending domain early Gradually ramp up send volumes to protect deliverability Maintain engagement by starting with your most active subscribers. Audit and rebuild key automations Ensure welcome, abandonment, and post-purchase flows are recreated exactly as they were performing before Test triggers and timing in the new platform Migrate your segments and tags accurately Double-check that engagement windows, purchase history filters, and suppression lists are identical Preserve historical data where possible Export campaign, flow, and customer engagement data before the switch for benchmarking and audience targeting Run a side-by-side test before switching off the old provider Send small campaigns from both systems to verify deliverability and reporting match expectations Bottom line: Don’t just ‘switch and send’. Treat your ESP/SMS migration like a product launch - test, measure, and phase it in. Your Black Friday sales depend on it.

Hey DTC founders, are you rage-quitting Klaviyo after their price hike this month? Cool off a bit and read this first... Migrating to a new ESP isn't as simple as copy-paste because your shared IP pools are attached to the ESP you use. This means you'll start fresh in your new ESP shared IP pool. Even with established ESPs, this can trigger spam filters at Gmail, Yahoo, and other major inbox providers. Why? Because email providers are naturally suspicious of IP address changes – it's a common spam pattern. Dumping your entire list into a new ESP and hitting send is a recipe for deliverability disaster. Here's Your Migration Safety Plan: ✅ Run both ESPs in parallel during a transition period ✅ Set up your automation flows in the new ESP first to create a natural warm-up (drip) period ✅ Gradually migrate your email list and sending volume to the new ESP Plan for at least a 30-day transition, possibly longer for larger lists. Don't be sloppy and have some patience. The short-term hassle of a proper migration is worth avoiding the nightmare of poor deliverability.

Switching email platforms is supposed to be seamless. That’s what ESPs tell you. But what they don’t mention is the hidden cost of switching that can destroy your email revenue if you’re not careful. We’ve seen it happen. A brand moved ESPs expecting a smooth transition. Instead, they lost the ability to recognize returning site visitors, and their sending volume dropped for months. Why? Two things happen when brands move from one ESP to another: - They lose cookie data tied to their email subscribers, making it harder to recognize returning customers. - They have to re-warm their domain, meaning lower send volumes and months of waiting for inbox placement to recover. Most brands don’t realize these problems exist until their email performance tanks. There’s a better way. The right ID and deliverability tools can reverse enrich lost cookie data and accelerate domain warming so revenue doesn’t take a hit. If your email provider isn’t preparing you for this, you’re leaving money on the table.