Comments on: New email vendor? Expect your deliverability to plummet… at first https://www.emailvendorselection.com/new-email-vendor-expect-your-deliverability-to-plummet-at-first/ Select and evaluate email service providers [tips tools and guides] evaluate email marketing software Fri, 08 Apr 2022 13:47:41 +0000 hourly 1 By: Rúben Alvim https://www.emailvendorselection.com/new-email-vendor-expect-your-deliverability-to-plummet-at-first/#comment-1969 Fri, 06 Nov 2015 11:46:00 +0000 https://www.emailvendorselection.com/?p=5716#comment-1969 In reply to Andrew Bonar.

This post was written with the worst-case scenario in mind, Andrew – that of someone using a really sketchy email marketing software with no bounce handling whatsoever who then suddenly switches over to a proper ESP.
That’ll get you a spike in bounces and hurt your deliverability. The steps we suggest at the end are meant to prevent that.
A spotless marketer or brand with high delivery rates will certainly want a carefully planned, multi-stage migration. However, a well-meaning but misguided beginner using Super-Mailer McBlaster to mail a couple-years-old list just wants to get rid of the chaff as quickly as possible when moving over.

]]> By: Andrew Bonar https://www.emailvendorselection.com/new-email-vendor-expect-your-deliverability-to-plummet-at-first/#comment-1968 Tue, 03 Nov 2015 19:27:00 +0000 https://www.emailvendorselection.com/?p=5716#comment-1968 That all sounds very dramatic if you are seeing massive spikes in hardbounces and complaints then you are not doing the migration right at all and maybe you need to be re-thinking the move to that ESP.
You link to several articles. Two in particular particularly provide solid advice. One is from Loren who states “Moving forward with a company that takes deliverability seriously can keep your rates high.” Loren then links to Andy Thorpes post with solid advice about migrating platforms.
That said… What however is your measure of deliverability? Those address if genuine hardbounces were hardbouncing before, they are not a new vector in your mailing program. You say ” The damage caused by those extra bounces in your first mailings with the new ESP”
But there are no extra hardbounces, the hardbounces were more or the same the day before as the day after a switch of mailhost.
Why then would sending to the same hardbounces be worse at ESP A than ESP B?
You go on to say later in your article
1) to move across the engaged users.. “export only those subscribers who are active and engaged” surely you don’t mean only active and engaged and dump the rest? How are you defining active? engaged?
Gradually migrate users across sure, upload suppression lists, all the good stuff Andy T/CaptainInbox talks about in the post you link to. But as a marketer you will want to migrate everything across eventually.
Either way if you only move the engaged, or only move over the engaged initially of course means much of the preceding information would be completely negated.
(a) If you migrate engaged users you dont get bounces and if the new ESP is getting high bounces from that list of engaged users there is a problem at the ESP.
(b) Likewise in respect of the spam complaints, the engaged users will have been getting your mail, so no need for an immediatte spike their either
(2) If a marketer accepts point 1 of your advice.. Depending on how big a list you have, how you plan the migration, how often you send, it is not always best practice to stick with one esp. Further the new esp shoulod be getting much better results as you gave them teh best list. You still want to identify engaged people and keep the info flowing if its a protracted migration.
In respect of making comparisons between vendors, as a marketer you know what response rates were on your former platform, what was converting how many uniques were opening or clicking, or how many sale/signups or whatever it is that is your mark of success in your campaigns as a marketer. So flawed inbox testing is simply not required.
I’m not sure what to say, I hope I have not come across as unduly harsh, but there is some solid advice available and this post just serves to confuse and muddy the waters in my opinion. It is contradictory in many parts and does the marketer a disservice. I note this is a couple years old, so I am sure in that time you have changed and refined your process having learned from the experiences of past.
All too often I see people lately talking about misinformation they see and read on blogs about deliverability, but people for one reason or another are not prepared to call it when they see it. I will try and stuck to my principles and advise when I see advise that is a concern.

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