How do you transfer templates, automations, and preferences?

Templates, automations, and subscriber preferences require manual migration. There's no universal transfer format between ESPs.

Templates:

Export HTML source from each template

Rebuild in new ESP's template system

Update tracking links, unsubscribe links, and merge tags to new ESP syntax

Test rendering across email clients

Save image assets and upload to new ESP

Automations:

Document every automation: triggers, conditions, timing, content

Recreate logic in new ESP's automation builder

Test thoroughly with test subscribers

Plan go-live timing to avoid duplicate sends or gaps

Some complex automations may need redesign if new ESP has different capabilities

Subscriber preferences:

Export preference data (frequency choices, topic interests, etc.)

Map fields to new ESP's data structure

Import via API or bulk upload

Verify preference centers work correctly

Segmentation:

Document segment definitions

Recreate using new ESP's segmentation tools

Verify segment counts match expectations

Tips:

Screenshot everything in old ESP for reference

Create detailed documentation before migration

Allow time for thorough testing

Consider this an opportunity to clean up and improve