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Migrate from Another Platform

Move your audiences, templates, and sending over from a previous email platform with confidence.

Scenario​

You're switching from a previous email tool and need to bring your subscribers, your best-performing templates, and your day-to-day sending across without hurting deliverability or losing history. The goal is a clean cutover: warm up your sending reputation, keep unsubscribes honored, and have the first few Broadcasts land in the inbox.

Prerequisites​

  • Export your subscriber lists from the old platform (CSV), including consent/opt-in dates where available.
  • Export your suppression list (unsubscribes, bounces, complaints) — this is the one file you must not skip.
  • Gather the HTML for the templates you want to keep, plus any images and links.
  • Access to your sending domain's DNS so you can set up authentication (SPF/DKIM/DMARC) — (confirm the exact records in your account).

Steps​

  1. Set up authentication first. Configure your sending domain before importing anything, so early sends are signed and trusted. See Deliverability setup.
  2. Import your suppression list. Load unsubscribes and known bad addresses so no one you previously excluded gets contacted. See Manage the suppression list.
  3. Import your subscribers. Bring in your audiences and map fields (name, custom attributes, consent date). See Audiences.
  4. Rebuild your key templates as Editions. Recreate your top templates as Editions in a Project Folder, then update any personalization to use this platform's tokens. See Personalization tags.
  5. Warm up your sending. Start with your most engaged subscribers and small volumes, then ramp up over several sends rather than sending to everyone at once.
  6. Run a test Broadcast. Send to a seed/test group, check rendering and links, then send your first real Broadcast.

Measure success​

Confirm the migration worked by watching these over your first few Broadcasts:

  • Delivery and bounce rate — bounces should stay low; a spike means list quality or authentication needs attention.
  • Open and click rates — should track close to your old platform's benchmarks once warm-up completes.
  • Spam complaints and unsubscribes — low and stable confirms your suppression import and consent mapping held.

See the Metrics dictionary for exact definitions.

Canonical terms: Author, Edition, Folder (Project Folder), Broadcast. See the Glossary.