Migrating to a new email service provider (ESP) can be one of the most tedious, frustrating, and unappealing pursuits an email marketer can undertake. Unfortunately, this undertaking is increasingly common. A recent study by Return Path found that “nearly one-quarter of study participants report changing their ESP or adding a new dedicated IP address in the last two years.”
Why so much flux in the industry? There are many reasons that brands switch ESPs or IP addresses. But before jumping into the Do’s and Don’ts, let’s consider the reasons marketers should migrate, as well as the reasons they should stay put.