Whether you've decided the Lyris HQ integrated marketing suite is a great fit for all your email and online marketing needs, or you're simply moving to another email service provider, there are three important things to consider to optimize your transition:

• Time to Ramp Up: Give yourself time to fully transition your email account. Remember that setting up your new account should not be rushed. Learning a new application, its features and functions, its limitations and differences from another platform are potential issues that should be ironed out before your first email send. Keep in mind your current email schedule and structure when replicating your email marketing program. Daily trigger messages or complex segment creation will all need to be set in place for a seamless transition.


• List Hygiene: Examine your current list(s). Moving to a new email marketing platform is the perfect opportunity to discard any email addresses that have been inactive for over 6 months. As always, be sure to separate unsubscribes or bad email addresses (hard bounces) from your email lists to remain CAN-SPAM compliant and also to avoid deliverability issues during your first launch on the new system.


• Deliverability: It will be crucial to maintain good email deliverability when sending messages on a new platform. With new IPs and changes in "From" addresses you will want to send slowly at first. If possible, create a distribution group for email campaigns being sent to a high volume of addresses. Closely monitor bounces and spam complaints after first sends and re-evaluate subsequent sends to maintain good standing with ISPs.

Remember, while you and your team are working to get up and running on the new email marketing software as quickly as possible, your subscribers should not notice a missed beat. Fortunately, if you do decide on Lyris HQ, our team of account managers can help make the transition easy for you.

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About the Author

Shanel Choi is an account manager at Lyris, working with clients to improve their online marketing initiatives and programs. She provides clients with strategic and best practices knowledge to help them meet their e-marketing goals.

Related Resources:

• Subscribe to Inside Lyris HQ our monthly online-marketing newsletter.
• Download free online-marketing guides, tools and webinars in the Lyris Online-Marketing Resource Center.

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