Should I notify subscribers before changing 'From' address during ESP migration?
Summary
What email marketers say10Marketer opinions
Email marketer from Reddit highlights that informing subscribers about the new 'From' address can prevent them from marking your emails as spam. Explain the change to prevent confusion.
Email marketer from Litmus explains that welcome emails are crucial for setting expectations and building trust. A well-crafted welcome email after the migration can help subscribers recognize the new 'From' address and prevent confusion.
Email marketer from Mailjet explains that warming up new IPs when changing ESPs helps ensure your emails land in the inbox. Start with low volume, high engagement sends and gradually increase the volume.
Email marketer from Gmass recommends that a heads-up email is essential when migrating to a new ESP. This gives subscribers time to whitelist the new 'From' address and minimises bounce and spam complaints.
Email marketer from ActiveCampaign recommends preparing your subscribers for a new address by letting them know when the change is occurring and asking them to add it to their address book. This will help avoid deliverability issues after migrating.
Email marketer from EmailVendorSelection.com shares that notifying subscribers about the change is indeed a good idea. He suggests letting them know to expect emails from a different address and asking them to add it to their safe sender list
Email marketer from Sendinblue shares that Maintaining a good sender reputation is critical when switching ESPs. Sending regular, engaging content to your most active subscribers during and after the migration is a good practice.
Email marketer from Reddit responds that notifying users about the 'From' address change is crucial. A pre-migration email can reduce confusion and improve deliverability by encouraging subscribers to whitelist the new address.
Email marketer from Email Geeks recommends notifying subscribers in advance and asking them to whitelist the new 'From' address to improve deliverability.
Email marketer from StackOverflow suggests to gradually increase sending volume and monitor deliverability rates closely. Ramp-up slowly to prevent triggering spam filters.
What the experts say4Expert opinions
Expert from Email Geeks explains that switching to a new sending domain for better branding is normal and shouldn't cause major issues. He still recommends mentioning it to recipients.
Expert from Email Geeks advises that if the email address in the 'From:' header is changing due to migrating to a new ESP and a new sending domain, it's a good practice to highlight this change to existing subscribers before the switch.
Expert from Spam Resource answers that informing your subscribers ahead of the change is crucial. Prepare them for a new From address to avoid confusion and spam complaints. It provides the benefit of a 'heads up' to subscribers.
Expert from Word to the Wise, Laura Atkins, responds that IP warming is essential when switching ESPs and involves starting with low volumes and gradually increasing to establish a sending reputation. She explains it is important to monitor deliverability metrics closely during this phase.
What the documentation says5Technical articles
Documentation from RFC Editor specifies the proper syntax of the From: field. It explains the 'From:' field contains the identity of the sender(s), and that multiple addresses are permitted under specific conditions.
Documentation from Google explains that domain reputation affects email deliverability to Gmail users. Maintaining a positive reputation involves consistent sending practices, proper authentication, and avoiding spam triggers.
Documentation from DKIM.org shares that implementing DKIM helps verify the sender's identity and ensures message integrity. This reduces the likelihood of emails being marked as spam.
Documentation from Validity (previously Return Path) explains that sender reputation is a key factor in email deliverability. It details how reputation is based on various factors including sending volume, spam complaints, and engagement rates. It also indicates to monitor sender reputation after migration.
Documentation from Microsoft shares that configuring SPF records correctly is essential for email authentication. An accurate SPF record helps prevent spoofing and ensures that your emails are properly identified as legitimate.