How to Migrate to a New Email Marketing Tool?

Switching a email marketing tool can feel risky. You worry about losing subscribers, breaking automations, or hurting deliverability. The good news is that migrations are very manageable when you follow a structured approach.

This guide walks through a proven step-by-step process to migrate to a new email marketing tool while keeping your data intact and your campaigns running smoothly.

How to migrate to a new email marketing tool

Here are the essential steps to switch to a new email marketing platform without losing data or disrupting your campaigns:

1. Backup your current data

Having a complete backup gives you a reference point to cross-check information in the new platform, making it easier to restore anything that doesn’t transfer correctly and avoiding downtime or mistakes in your campaigns.

To start, review your email platform and all software it connects with, such as your CRM, ecommerce system, or website tools. Take inventory of everything that will need to be moved or rebuilt, including:

• Contact lists and segments to ensure all subscribers are accounted for

• Tags and custom fields that organize your audience and personalize messages

• Automations so you can replicate the logic accurately

• Email templates to maintain branding consistency

• Forms and popups that capture new leads or newsletter sign-ups

• Key metrics you actively track, such as open rates, click-through rates, conversions, and revenue tied to campaigns

2. Clean your list

Once you have a full backup, it’s the right time to review your contact list. Moving poor-quality or outdated data into a new platform can hurt deliverability and make your engagement metrics unreliable from the start.

To do this, go through your exported contacts and identify which entries need attention:

• Exclude unsubscribed or suppressed contacts to respect consent

• Review inactive subscribers and decide whether to segment, re-engage, or remove them

• Standardize field names like First Name vs first_name to avoid mapping errors

• Check for duplicates and inconsistent formatting that could cause confusion

3. Export your data

Now that you’ve backed up and cleaned your list, the next step is to export all the information your new platform will need. Start by using your current platform’s export function, typically as CSV files. Make sure you include all contacts along with custom fields used for segmentation or personalization.

After exporting, take the time to review your files. Confirm that field names are consistent and match what your new platform expects. Remove duplicates or formatting issues that could cause errors during import.

For very large lists, split the export into smaller files to prevent size-related problems. Storing these exports securely ensures you have a reference if anything goes wrong later in the migration.

4. Set up the new platform before importing contacts

Before you bring your contacts into the new platform, prepare the system to receive them. Start by verifying your sending domain and adding DNS records, including SPF, DKIM, and DMARC. These settings are essential for maintaining deliverability and preventing your emails from being flagged as spam.

Next, create core lists, tags, and custom fields in the new platform. Align field names with your exported data to simplify mapping and reduce errors. Recreate suppression rules to ensure unsubscribed or suppressed contacts are never added by mistake.

Finally, connect all critical integrations, such as your CRM, website forms, or ecommerce platforms. If your new tool offers a test or staging environment, import a small sample first. This lets you verify that fields, tags, and consent data are imported correctly and that automations and integrations trigger as expected.

5. Import contacts

With your new platform set up, it’s time to bring in your contacts. Many platforms, including Mailmodo, offer multiple import options such as CSV uploads, API imports, or direct migrations from other email tools. Choose the method that gives you the most control over mapping fields and preserving opt-in status.

Once the contacts are imported, apply tags and custom fields, rebuild segments, and then add suppression lists. After this, carefully review your data to ensure field mappings are correct, opt-in statuses are preserved, and time zones are accurate.

6. Test everything

Before sending campaigns to your full audience, run thorough tests to validate every part of your setup. Review how templates render across different devices and email clients, and verify that automations trigger exactly as intended.

Also, confirm that your reporting and tracking are functioning correctly. Check that analytics capture opens, clicks, conversions, and other key metrics, and ensure any connected tools like your CRM or ecommerce platform are syncing properly.

Final thoughts

Migrating to a new email marketing tool can feel daunting, but it becomes manageable with careful planning. By taking the time to rebuild automations, refresh templates, and verify integrations, you keep keeps your campaigns running without interruption and preserve the experience your subscribers expect.

A migration is also an opportunity to improve your email program. Simplifying workflows, standardizing fields, and reviewing engagement metrics can boost deliverability and make your campaigns more effective.