Email tool migration is a switch to a different mailing provider. What needs to be transferred is not only the contacts, but also the records of consents granted, with the date and method of collection, segments, templates, automation sequences and, if possible, the interaction history that underpins segmentation. Technically, sender authentication has to be set up afresh for the new infrastructure. The biggest risk is reputation: the new provider sends from different servers, so the first campaigns are evaluated without any history, and there is a risk of being classified as unsolicited mail. It is therefore recommended to start with smaller volumes sent to the most active contacts and increase the scope gradually over several weeks. It is worth keeping the old tool active until the switch has been verified. Migration should therefore not be planned right before a seasonal campaign.
See also: Domain warming, Sender reputation, Contact list hygiene.
