Jimmy Kim explains why migrating your entire email list over a weekend tanks deliverability. Instead, run old and new platforms in parallel and gradually move audience segments over. He walks through a real Klaviyo to Omnisend migration, showing how the extra cost of two ESPs protects your sender reputation and revenue.
Trying to move everything at once. Yeah, man, people hate it. They want to rip the Band-Aid, get back to business. Let's just migrate everything this weekend and get it done with. That's like the scenario that often happens. And hint, unfortunately it doesn't work. No, because you need to run 2 ESPs in parallel. That's important. During a warmup, you gradually move segments off an old ESP to a new ESP while keep both active like we did with your newsletter when we moved from Klaviyo to Omnisend. Exactly. I know it seems expensive or kind of daunting to have 2, but this way there's no revenue loss. Exactly. Protecting your revenue while you build your reputation at the new business, that's the most important.
