Selecting an Email Service Provider is an arduous process. Even more complex is migrating to a new ESP. Oracle Netsuite has announced the company’s pulling the plug on its email marketing platform, Bronto, in May 2022. Whether your brand was affected by the Bronto closure or you’re ready to switch to a new ESP, hear our in-house experts (all of them platform agnostic) discuss the ins and outs of the complicated process of selecting and migrating your ESP.

1. ESP Selection &
Migration:
Everything Email Marketers
Need to Know

2. Today’s Logistics
Kerry Mallett
Webinar Coordinator
Recording & slides will be sent
by end of week
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3. Tinuiti is the largest independent performance
marketing agency across the Triopoly.
Employees
Media managed Award-winning culture*
$2.2B #1 750+
3
*AdAge Best Places to Work 2019-2021

4. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

5. Our Speakers
LEAH LLOYD
Group Director, CRM &
Email
ANDREW CHRISTISON
Senior Director, Strategic
Partnerships
STEPHANIE CARCAMO
Customer Success Strategist

6. Justuno is the premier conversion rate
optimization (CRO) platform for e-commerce
merchants
Founded in
2010
50+
Employees
188k+ Brands
Bootstrapped & Profitable
(no outside funding)
135%
Revenue increase
in 1st year of use
15%
Average reduction
in bounce rate
5x
More email
captures

7. Agenda
● Why are we here?
● When is the right time to migrate?
● What should I look for?
● What can a migration look like?
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8. Why are we here?
THE PARADOX
OF CHOICE
-
Hundreds of vendors
Confusing differentiation
BRONTO
“END OF LIFE”
-
Announced March 2021
Complete May 2022
COMPLEX
PROCESS
-
ESP & CRM Jargon
Executive buy-in
Deliverability risk
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9. Tinuiti CRM & Email strategy, innovation & execution
CORE
FOCUSES
EXPERTISE

10. POLL
When are you planning
on migrating your ESP
platform?
10

11. How late is too late this year?
April
2021
May
2021
June
2021
July
2021
August
2021
September
2021
October
2021
November
2021
December
2021
Evaluate & Sign New Vendors
Migration
11
Vendor Demos
& Reviews
Contract
Negotiation
Legal Review
& Signature
Migration
Begins
Final IP
warming,
Migration
completes
Internal
Preparation
Holiday
Messaging

12. How late is too late next year?
September
2021
October
2021
November
2021
December
2021
January
2022
February
2022
March
2022
April
2022
May
2022
Evaluate & Sign New Vendors
Migration
12
Vendor Demos
& Reviews
Contract
Negotiation
Legal Review
& Signature
Migration
Begins
Final IP
warming,
Migration
completes
Internal
Preparation
Bronto
End of
Life

13. Still unsure of
when to
migrate?
13
● Give yourself at least a 30-day
cushion from any important
marketing events and to tackle any
unforeseen issues
● Don’t forget to plan for approvals
(budget & legal) as these can often
take more time than anticipated
● Most migrations managed by Tinuiti
take place between 60-90 days
● Work backward from your go-live date

14. What should I look for?
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Features
Does the product have similar
capabilities in triggers/automations,
reporting, and integrations as my
platform today?
Future Planning
Is this a platform I can expand with
over the next 3-5 years or am I just
looking for a stop-gap solution?
Financials
If it’s in my budget today, will it be in
my budget as my list size grows and
as I require new features?

15. POLL
What quality of an ESP is
most important to you?
15

16. Features & What to Look For
FEATURES QUESTIONS TO ASK
Segmentation Is segmentation handled in a similar way as my current ESP? Does it have the same depth?
Automations Does this vendor meet all of my needs for automations I have in my program today?
Testing Capabilities What type of testing is available? Subject line, content, time of day, etc.
Reporting Does this vendor meet the level of detail my team requires for reporting & insights?
Contacts & Contact Fields What are the contact limits with my chosen plan? Are there contact field limits?
Deliverability Management How does this vendor manage Shared IPs? Are dedicated IPs available if I prefer to use them?
Integrations Does this vendor work well with other solutions I have in my martech stack?
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17. Don’t just look
at the features
list
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Although ESPs may “check the
box” for key features, it’s
important to review 2-3 different
vendors.
How once ESP handles a certain
feature may be better or worse
than another ESP.

18. What automations or
journeys are you missing
today outside of the core?
The Case of Growth
How are you collecting 1st party data
to share with other channels in a
cookieless world?
PREPARING FOR COOKIELESS
Does this platform give me
scalability in segmentation &
custom fields to identify
audiences?
AUDIENCE BUILDING PERSONALIZATION
Are you expanding into other channels like
SMS, push & in-app?
MESSAGING MEDIUM
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Your
Program

19. Let’s talk budget
Total number
of deliveries
Estimated 1.2 billion
deliveries from July 2021 -
July 2022
Total number
of contacts
Estimated 2 million
contacts (assuming 5%
growth)
Other Features - Journey builder
- SMS sends
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Have these metrics on hand when
meeting with vendors to quickly
get to pricing as you’re going
through demos. Also consider:
● Planning for growth
● One-time setup & training fees
● Dedicated account management
● Overages
EXAMPLE

20. POLL
What data do you
capture with your
current ESP?
20

21. Migration + Justuno
Capture more than just email
● Survey information (e.g. product preferences,
gender)
● Geo-location
● SMS
● Micro-influencer research
Best practices when using Justuno
● Priority: Focus on data capture first month
● Replicate lead capture designs- branded
● Test integration and email flows
● Set up advanced firing rules

22. Getting Data to your ESP
Q: How do I make sure additional customer data gets to my ESP?
A: It depends on your ESP’s custom and imported fields types. You’ll
want to test the delivery and ensure fields are passed correctly
and prompting the correct triggers within your email flows.
● Justuno can pass data on via hidden fields (visitor never
sees this)
● Ability to use imported fields from your ESP and our own
custom fields
SJ’s Expert Tip: Understand how your ESP will capture hidden field data
and custom fields

23. Getting Data to your ESP in Justuno

24. Industry
Benchmarks for
lead capture
24
Total sessions: 3,035,100,809
Form engagement Rate: 12.12%.
Average Conversion Rate of Pop Ups with forms (to
capture customer data): 35.51%
Average Conversion Rate Mobile/Form: 26.78%
Average Conversion Rate Desktop/Form: 42.78%
Average conversion rate (location):
Sides- 46.80% Corners- 44.45%

25. ● Reduce downtime by setting up
overlays in minutes
● Update targeting using
advanced rule sets
● Immediate A/B testing to
continue refining your strategy
Justuno for ESP Migrations
Migrating This Year:
Migrating Later on:
● Build out custom designs for perfect branding
● Set up ESP + SMS integrations in full for the
perfect marketing tech stack
● Cross-device testing
● Establish A/B testing

26. POLL
What is your largest
concern about
migration?
26

27. 3 Common Myths on Migration
Q: Isn’t there just one-click integration from my old ESP to new ESP?
A: Sometimes, but it’s limited.
● Some ESPs have integration from previous platforms but data shared may be
limited to email address and lists
● A number of ESPs have a solid e-commerce integration
● Always review documentation on what is and isn’t included

28. 3 Common Myths on Migration
Q: If I onboard with a new ESP, aren’t they responsible for moving my email templates,
contacts, and other data over?
A: Potentially. Talk with your future vendor on what is and isn’t included within an
onboarding package if you decide to buy one.
● It’s important to clarify roles and responsibilities before signature
● Understand your company’s policy on who is and isn’t allowed to handle data
● Tinuiti often manages all of this work as part of our client’s ESP migrations

29. 3 Common Myths on Migration
Q: Can’t I just send once my contacts are over?
A: No. Ensure deliverability by a methodical and well-planned IP warming strategy.
● You will be sending out of both ESPs for a period of time
● Depending on the size of your list, IP warming could take 4-6 weeks
● Shared IPs may move this process faster than dedicated IPs, but there are pitfalls
to consider

30. The Migration Process (Example)
PHASE ONE PHASE TWO PHASE THREE
Core Infrastructure
Ensure the basics are ready
Account Refinement
Preparing for the day-to-day
Pre-Launch
Getting ready for go-live
● DNS Setup
● Master & Inactive contact sync
● Data from other systems
● Template builds
● Site integration
● Form integration(s)
● Overlay integration(s)
● Basic automations builds
● IP warm up planning
● Preference/unsub forms
● Continued contact sync
● Priority segment builds
● UTM/tracking setup
● All other automation and
workflow setup
● Additional Segment Creation
● Metric review
● IP warming begins
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31. CRM & Email Technology Migration Support Overview
● Assess Key Needs
● Provide Recommendations
● Strategic Planning & Timeline
● Communications with Vendors
● Discovery Process
● Core Account Set Up
● Field Review & Overview
● Data Foundation Elements
● Master Contact Transfer
● IP Warm Up Planning
● Throttle Strategy
(weekly status calls to be led by Tinuiti)
● Overall Project Management
● Segment Creation
● Advanced Logic Builds
● Set Up of Dynamic Content
● Campaign HTML Code Transfer
● HTML Code Clean Up
& Adjustments
● UTM Set Up
● Quality Assurance
● Conversion Tracking Verification
● List Cleaning
● Site Code Updates
● Back End & Subdomain Set Up
● Webforms
● Field Mapping
● Establish Data Transfer/API
● Conversion Tracking Verification
Tinuiti Responsible
for Planning
Tinuiti Responsible
for Execution
Client Responsibilities

32. Tinuiti’s ESP Selection and Migration Offering
32
● Feel Confident in understanding your current and
future needs from folks in the trenches across the
CRM & Email landscape
● Receive a prioritized list of ESPs that meet your
needs so you can rest assured you’re getting the
best fit for you.
● Get introductions to matched partners with details
on why they suit the goals for your brand
● Gain access to how Tinuiti CRM & Email team can
work for you, plus advisement on all facets of the
migration and implementation process.
● One-time fee (potentially waived for existing CRM
& Email Clients)

33. Expert
strategists
AI Product
Recommendations
1
High-converting
lead capture
overlays
2 3
Explore for your ESP Migration
✅ Dedicated CRO Strategist
✅ 200+ professionally designed pre-built templates
✅ Unlimited monthly visitors (no traffic limits as you grow)
✅ Audience Sync for Google and Facebook ads
✅ Exclusive access to Commerce AI
✅ Early access to new Justuno feature rollouts
✅ Priority support over email, phone, or chat

34. Schedule Your
Consultation
with a CRM & Email
Expert

35. Q&A

36. Thank you!

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