Changing Email Marketing Platforms? The Essential Audit & Migration Guide

Thinking of switching to a new email marketing platform? That’s great! A new email platform can offer some brilliant new features, or maybe it simply does what you already do but better.  However, let’s be honest, moving your whole email system can feel like a massive headache.

You might worry about losing valuable data, messing up your emails, or just generally getting things wrong.  So before you jump in and move everything across, there’s something you need to do first: give your current email system a good tidy up.

Think of it like moving house. You wouldn’t just chuck everything into boxes and hope for the best, would you? You’d probably have a clear out, get rid of any junk and organise your stuff to make the move easier and your new place more organised and welcoming.

The same principle applies to your email marketing system. Migrating to a new platform is the perfect chance to clean up your subscriber list, get rid of any outdated contacts, organise your groups into neat categories and make sure your automated emails are running smoothly.

This ensures you start fresh with an engaged audience who actually want to hear from you and a system that’s efficient and effective.

What to Audit in Your Email Marketing System

Now, where do you start with this email “spring clean”?  Don’t worry, it’s not as daunting as it might seem. Here’s a breakdown of the key areas to focus on:

Your Contact List:  Start by removing any contacts who have unsubscribed. They clearly don’t want to hear from you, so there’s no point keeping them on your list.  Next, identify and remove any inactive or unengaged subscribers. These are the people who haven’t opened or clicked on your emails in months (or even years!).  They’re cluttering up your list and dragging down your engagement rates.

While you’re at it, clean up any duplicate entries and make sure all your data is accurate and up-to-date.  Think of it like tidying your address book, you want to make sure you have the right information for the right people.

Tags and Groups: Now it’s time to tackle those tags and groups.  Review your existing categories and get rid of any that are no longer relevant or useful.  If you have groups that overlap, consolidate them to avoid confusion and make sure you’re using clear and consistent naming conventions so you can easily find what you need.  It’s like organising your files, you want to create a system that makes sense and helps you quickly locate the information you need.

Automations:  Next, take a look at your automated email sequences.  Are there any outdated or ineffective automations that need to be removed?  Can you optimise your workflows to make them more efficient and engaging?

Sign-Up Forms:  Finally, don’t forget about your sign-up forms.  Are they clear, concise and easy to use?  Are they mobile-friendly?  Do they capture the right information?  Your sign-up forms are the gateway to your email list, so you want to make sure they’re effective.

Making the Move: Migrating to Your New Platform

Once you’ve decluttered and organised your email system, it’s time to make the move to your new platform. This may seem intimidating but with a bit of planning and preparation, it can be a smooth process.

Before you start the migration, make sure you have a clear understanding of how your new platform works. Familiarise yourself with the interface, the features and any specific quirks or requirements. This will help you avoid any surprises and ensure a seamless transition.

Most email marketing platforms offer tools and resources to help you migrate your data. They might have import features that allow you to upload your contact list, or they might provide step-by-step guides to walk you through the process. So, look out for these before you get started and don’t be afraid to reach out to their customer support team for assistance, they’re usually happy to help.

If you’re migrating to Kajabi, there’s one important thing to keep in mind: when importing contacts, make sure you add them as subscribers.  If you don’t, they won’t be able to receive your emails.  This is a Kajabi-specific quirk but it’s crucial for ensuring your migration goes smoothly.

Ready to Upgrade Your Email Marketing Platform?

An email audit and a well-planned migration are the keys to unlocking the full potential of your new email marketing platform. By taking the time to clean up your system and familiarise yourself with the new platform, you can ensure a smooth transition and create an email marketing powerhouse that drives results for your business.

However, I understand that as a busy business owner, you might not have the time or expertise to handle this process alone. That’s where I come in! As an experienced online business manager (OBM), I can provide comprehensive support every step of the way. I can help you audit your current system, migrate your data, set up your new platform and optimise your email marketing strategy, allowing you to focus on what you do best: running your business.

If you’re considering switching to a new email marketing platform or simply want to improve your existing system, don’t hesitate to get in touch. I’m here to help you navigate the process, avoid common pitfalls and achieve your email marketing goals.