ESP Migration Checklist

ESP Migration Checklist

We created this complete step-by-step guide to help you when migrating to Delivra from any platform.

Pre-Migration Planning

☐ Audit current ESP setup:
  1. Lists & segments
  2. Automations/journeys
  3. Email templates
  4. Forms & landing pages
  5. Integrations (CRM, ecommerce, GA4, ads, etc.)
  6. Custom fields & tags
☐ Identify must-have features in the new ESP
☐ Assign internal stakeholders (marketing, CRM, IT, legal, sales)
☐ Create a migration timeline
☐ Confirm contract cancellation terms with current ESP
☐ Back up all data from current platform

Data Preparation & Cleanup

☐ Export all active contacts
☐ Export unsubscribes & suppression lists
☐ Export bounced contacts
☐ Export custom fields and tags
☐ Use validation service to ID & remove invalid or inactive email addressses
☐ Standardize field names (e.g., First Name vs first_name)
☐ Deduplicate contacts
☐ Verify consent and compliance status (GDPR, CAN-SPAM, etc.)
☐ Document segmentation logic

Technical Setup in New ESP

☐ Configure/verify account settings (time zone, physical address)
☐ Set up sending domain (Sender address)
  1. SPF
  2. DKIM
  3. DMARC
☐ Set up dedicated IP (contact Support to get started)

Data Migration

☐ Recreate tags and segments
  1. Map custom fields correctly
☐ Import suppression/unsubscribe and bounced lists
☐ Validate total contact counts
☐ Spot-check records for accuracy

Email Template & Asset Migration

☐ Upload brand assets (logos, images, fonts)
☐ Send test emails across major clients (Gmail, Outlook, Apple Mail)
  1. Confirm general rendering
  2. Confirm tracking links are working
☐ Rebuild webforms and landing pages

Automation & Campaign Migration

☐ Rebuild transactional emails (if applicable)
☐ Rebuild abandoned cart flows (if applicable)
☐ QA test all triggers and delays
☐ Test dynamic content and personalization
☐ Verify unsubscribe and preference center links

Integrations

☐ Connect analytics (GA4, attribution tools)
☐ Test data syncing (2-way if required)
☐ Validate event tracking

Deliverability & IP Warm-Up

☐ Create IP warm-up plan (if applicable)
☐ Start with most engaged segment
☐ Gradually increase volume
☐ Monitor:
  1. Open rates
  2. Bounce rates
  3. Spam complaints
  4. Blocklists
☐ Set up postmaster tools (Google, Microsoft)

Compliance & Risk Management

☐ Confirm unsubscribe mechanism works
☐ Confirm physical address is included
☐ Confirm suppression lists are functioning
☐ Update privacy policy if needed
☐ Document consent migration process
☐ Ensure GDPR/CCPA compliance

Testing Before Full Launch

☐ Send internal test campaigns
☐ Validate segmentation accuracy
☐ Confirm automation entry triggers
☐ Verify reporting accuracy
☐ Test edge cases (multiple tags, no first name, etc.)
☐ Confirm UTM parameters are correct

Launch & Post-Migration Monitoring

☐ Soft launch to small segment
☐ Monitor first 3–5 sends closely
☐ Compare performance vs. old ESP benchmarks
☐ Review engagement metrics daily
☐ Confirm revenue attribution tracking (if applicable)

Decommission Old ESP

☐ Confirm all automations are turned off
☐ Confirm no forms are still connected
☐ Archive reports
☐ Download historical performance data
☐ Remove DNS records for old ESP (if necessary)
☐ Cancel account officially

Common Pitfalls to Avoid

❌ Forgetting to import suppression/unsubscribe lists
❌ Sending to entire list immediately on a new IP
❌ Overlooking automation edge cases
❌ Breaking CRM sync logic
❌ Ignoring historical data export
❌ Skipping IP warm-up