Jimmy Kim breaks down why email migrations fail: teams rush the warm-up phase and blast too many emails too fast, they don't know which audience segments to move first, and they try to migrate everything at once instead of following a step-by-step plan.
Let's talk about why migrations fail in the first place. Do you mind walking through that? Yeah, there's 3 big reasons why migrations fail. Number one, it's actually people just rush to warm up. Number 2, it's because people don't know what segments to send. And I've seen this done by ESPs. The one I'm working with, they're using a popular ESP. We won't mention names, but they're using one of the most popular. It's not Omnisend. So that's there. And then 3, they try to move everything at once and they don't understand the steps behind it.
