How to move sender reputation between ESPs?

• Reputation doesn't transfer directly between ESPs, but different components behave differently during migration.
• Domain reputation:
• Stays with your domain regardless of ESP
• Continues from previous sending history
• Transfer is automatic if you use the same domains
• Dramatic pattern changes may still affect it
• IP reputation:
• Stays with the old IPs; doesn't transfer
• New ESP means new IPs that need warming
• Start from scratch building IP reputation
• This is the biggest migration challenge
• Strategies to preserve reputation:
• Gradual migration: Split traffic, slowly shifting volume to new ESP as its IPs warm
• Prioritize engaged recipients: Send to most engaged subscribers first from new ESP
• Maintain consistency: Keep sending domains, patterns, and content similar
• Don't go dark: Gaps in sending hurt reputation; maintain regular cadence
• What you can transfer:
• Suppression lists (protect from re-damaging reputation)
• Engagement data (to segment for warmup)
• Best practices and learnings
• Documentation of what worked

Your domain's logbook travels with you; the ship's reputation stays with the ship. New vessel means proving yourself again at every port.