Migrating to Omnisend from Another ESP

General instruction for migrating your data from any service provider

Ira avatar
Written by Ira
Updated over a week ago

If you're reading this article, you've probably decided to switch to Omnisend or are thinking about it. Either way, you are heading in the right direction if you are here.

We know how scary this process might be for you, so we've put together this migration guide to help you with the main aspects and tips on the best ways to do things in Omnisend.


Popular migrations

If you are migrating from one of these services, you can follow the instruction provided in the dedicated guide:

Main Aspects of the Migration 

  1. Keep your old account until your Omnisend account is entirely functional.
    We do not recommend closing your old account before you transfer all of the data, re-create your automation workflows, and ensure everything works as intended.

  2. Set up your Omnisend account.
    To start using the platform, you need to connect your store to Omnisend. Once it is done, we will begin syncing the information from your store, including your customers' profile data, orders, abandoned carts, products, and more. The initial sync may take from 1 up to 24 hours, depending on your store platform.

  3. Import the contacts from your previous ESP.
    If you can't find the dedicated instruction for your old ESP, you may refer to the general guidelines for the contacts import from the file. Make sure you transfer the information collected with your old ESP, especially your suppression lists, and the information about your customers' emailing activity to use this data for the warm-up plan.

  4. Transfer your templates.
    Before you start transferring your HTML templates, we encourage you to look through the options available in the Omnisend editor. Re-creating your templates will ensure smooth, flawless performance and help you learn the platform. You can learn more about Omnisend Builder here.

  5. Migrate your automation workflows.
    Even though you can transfer the HTML templates with your Email design, you still need to re-create your automation workflow logic. Check this article to find more information on the automation workflows created in Omnisend.

Manage your Segments

Once you migrate your customers and the data you have collected, you need to learn how this information can be used and managed in Omnisend. Here is the list of the Segments we would recommend creating in your Omnisend account:

  1. Unsubscribed contacts

  2. Engaged contacts & VIP customers & Loyal customers 

  3. SMS subscribers

  4. Inactive contacts

  5. Custom Lists & Segments

Even though you may use the information we have synced from the store or the one you've uploaded with your contacts, some details cannot be transferred. Thus, we recommend exporting some of the lists and Segments and uploading them to separate Segments in Omnisend.

Unsubscribed contacts

If your former ESP adds the opt-out date to the Export, you may map it with an Email opt-out date. The customers having an opt-out date are added to the system with unsubscribed status.

Otherwise, you may upload them to a different Segment and unsubscribe in Omnisend.

Remember that Omnisend unsubscribes all of the contacts that unsubscribe by themselves, those that bounce or report your emails as spam.

In other words, we do not differentiate between bounced and unsubscribed contacts. Instead, we specify the bounce as one of the reasons for the customer's unsubscription.

SMS subscribers

In Omnisend, you can send SMS messages to contacts both inside and outside the US.

While there are no specific regulations for the rest of the world (apart from the GDPR in the EU), to send your texts to US customers, you need to be TCPA compliant.

Although Omnisend cannot take any responsibility for the consent collected with your former ESP, still, we may recommend adding this consent as a custom property in Omnisend. In that case, you will be able to create a Segment of the customers that provided consent in Omnisend or in the system you were using previously.

Best Practices

We already mentioned the importance of the warm-up plan, as it is indeed one of the most critical aspects of successful migration.

The email providers build your brand sender's reputation based on different aspects, including your sending infrastructures, email design, and customer engagement. While the high open and click rates will positively impact your sender's score, a high bounce, spam, or unsubscribe rate may have an adverse effect. 

After you connect your store to Omnisend, you can start using your customers' purchase behavior data to judge their engagement. However, the most relevant information for us is whether they were opening your emails or not. The marketing tool you were using previously should reveal this data. 

With all of that said, we encourage you to split your customers based on their engagement and upload them to different Segments in Omnisend. It would be best to go out to the most active contacts for the first few campaigns and only after some other customers can be added.

If you have more questions, do not hesitate to contact our Support Team, it is available 24/7 and can be reached via In-app chat or email at [email protected]

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