It Doesn’t Have to be Scary to Switch Marketing Technology Providers

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Even if you feel like you’ve outgrown your current provider’s capabilities, are unhappy with the level of support you’re receiving, or are looking for innovative features and technology integrations that you can use to connect more deeply with customers. Changing email marketing automation providers can seem daunting.

Many things may worry you about switching providers, but the good news is that it doesn’t have to be as scary as it may seem, if you know the right questions to ask.

With that in mind, here are answers to five common questions for marketers afraid to make a switch:

1. If I switch providers, will it take a long time to get up and running?

While there will always be some ramp-up time when moving to a new marketing technology platform, enterprise-level providers will have a structured client onboarding process in place that anticipates every step in your transition.

You may be surprised to learn that you could be ready to get moving on the new platform in less than 30 days. If you already have a good understanding of your email program and the processes in place, this will help with your transition.

2. Will migrating content cause me to lose critical data?

To ensure the process is as smooth as possible, select a provider that offers various options for importing content. From within the user interface or APIs, you should be able to easily import a list or database in numerous file formats. It’s also helpful to be able to import multiple creative elements all at once in a .zip format, simply import HTML from previously designed Web forms, and map input fields to the new provider’s database.

3. Is reintegrating systems going to be a huge hassle?

Scalability and flexibility are two crucial factors when evaluating providers. Find a company that not only integrates with the third-party providers you’re already using, but that also makes it easy to add partners should your needs change or your program expand. If the provider offers packaged or standardized integrations, this indicates a level of maturity and can result in quicker setup.

4. Will my deliverability suffer?

Deliverability is key to a successful email marketing program, as low rates can significantly impact revenue and profitability. Moving forward with a company that takes deliverability seriously can keep your rates high.Making  deliverability during email provider migration a very important thing to consider.

Make sure your new provider has a dedicated team of experienced specialists focused on deliverability, understands when to use dedicated versus shared) IP addresses, and offers features such as “spam scoring.” A structured approach to warming up IPs and process to help guide you through whitelisting with the ISPs.

5. Won’t it be incredibly time-consuming to learn a new platform?

Look for providers that pair an intuitive user interface with extensive training classes, both live and Web-based. The combination of an easy-to-use application with abundant training opportunities will lessen your learning curve. And companies with highly rated customer service can help ease your anxiety with 24×7 support and team experts that can help guide you through the transition process and get you up and running if you need extra assistance.

See, switching marketing technology providers isn’t as scary as you might think. With the right provider, you can have your organization up and running with a minimum of headaches—and a host of new innovations waiting for you.

About Loren McDonald


McDonald has 24 years of experience in marketing, consulting and strategic planning. Before joining Silverpop in 2008, he was vice president of corporate communications at Lyris, Inc., and had served as vice president of marketing at EmailLabs. He has held executive marketing positions at companies including USWeb/CKS, NetStruxr and Arthur Andersen. McDonald is a columnist for Media Post Email Insider and a former ClickZ Email Delivery columnist. He is a frequent speaker at major industry conferences and events and is often quoted in the press.