Switching to a new Email Service Provider (ESP) can feel like a fresh start—new tools, new features, and the hope of better deliverability. But the first 30 days are critical to ensuring your emails actually land where they should: in your audience’s Primary Inbox, not the Promotions tab or spam folder.
I recently made the move from ActiveCampaign to GoHighLevel (GHL) with Postmark as my SMTP provider. After five years, I realized it was time for a change due to my old ESP lacking features & implementing price hikes.
But here’s the catch: switching ESPs won’t magically fix all your deliverability problems. A new ESP is only as good as how you set it up and manage your email reputation.
So, if you’re thinking about making the leap, here’s what you need to do in your first 30 days to ensure a smooth transition and maximize your email list deliverability.
Week 1: Setting Up & Warming Up Your Sender Reputation
The first week after moving ESPs is critical for setting up authentication, warming up your IP, and establishing a positive sender reputation.
Authenticate Your Domain
Before sending a single email, ensure you have set up SPF, DKIM, and DMARC authentication. Without these, your emails could be flagged as unverified, increasing the risk of landing in promotions & spam.
- SPF (Sender Policy Framework) confirms your emails are coming from an authorized sender.
- DKIM (DomainKeys Identified Mail) digitally signs your emails for authenticity.
- DMARC (Domain-based Message Authentication, Reporting & Conformance) helps prevent spoofing and phishing.
Most ESPs guide you through this process but double-check everything using an email deliverability tester for ESPs.
Gradual IP Warm-Up
Jumping in and blasting your entire email list is a huge mistake. Instead, follow this warming schedule:
- Day 1-3: Send to your most engaged subscribers (those who frequently open/click your emails).
- Day 4-7: Increase send volume gradually, monitoring open rates and spam complaints.
- Week 2 & Beyond: Start reintroducing less engaged segments while keeping an eye on performance.
This gradual increase helps train inbox providers (like Gmail & Outlook) to recognize you as a trustworthy sender.
Check Your Email Placement
Use Primary Inbox placement tools to test whether your emails land in Primary, Promotions, or Spam. If you’re stuck in the Promotions tab, check out my seven tips for avoiding it.
Week 2: Optimizing Email Content & Engagement
Once you’re sending emails regularly, it’s time to refine your strategy for maximum engagement and Primary Inbox placement.
Craft Emails for Inbox Placement
Your email structure plays a big role in where it lands. Here’s what to focus on:
- Use a plain-text style with minimal HTML formatting. Heavy images and promotional language can trigger spam filters.
- Avoid spammy trigger words (e.g., “FREE,” “URGENT,” “ACT NOW”).
- Encourage replies—when people reply to your email, inbox providers see it as a positive signal.
- Limit links and images—emails with too many links and graphics are more likely to end up in Promotions.
Monitor Google Postmaster Tools
Google Postmaster gives insights into your domain’s reputation, spam complaint rates, and authentication status. A sudden drop in reputation? Adjust your sending patterns ASAP.
Engage Your Audience More Intentionally
- Keep your subject lines personal & relevant.
- Segment your list based on past engagement.
- Ask for small actions (e.g., “Reply with YES if you’d like more details.”) This helps with inbox placement.
Week 3: Fine-Tuning for Higher Open & Click Rates
By week three, your emails should be landing in inboxes, but minor tweaks can significantly improve results.
A/B Test Different Approaches
Test different sending times, subject lines, and content formats to see what works best.
- Try sending in the morning vs. evening, keeping time zones in mind.
- Test first-person subject lines vs. question-based subject lines.
- Compare shorter digest format vs. longer emails.
Keep Your List Clean
Low engagement hurts deliverability. Remove subscribers who haven’t opened emails in 90+ days. Send a re-engagement email first, but if they don’t respond, unsubscribe them.
Week 4: Scaling Up & Future-Proofing
After the first three weeks, you should have a good idea of what’s working. Now, it’s time to scale while maintaining deliverability.
Continue Sending Consistently
Inbox providers prefer consistent send volumes. Going weeks without sending and then blasting your entire list raises red flags. Stick to a steady cadence.
Keep Improving Your Domain Reputation
- Continue sending valuable content.
- Maintain high open & engagement rates.
- Avoid hard bounces by removing invalid emails.
Have a Backup Plan
One of the best things about using GHL with Postmark is the flexibility to switch SMTP providers if needed. If deliverability dips for any reason, I can swap without switching platforms.
If you don’t have that flexibility, perhaps your backup plan is to reach out to an email deliverability expert. Do whatever works for you.
Final Thought: Make Your ESP Work for You
Moving to a new ESP is a process, not a quick fix. By following the tips above in your first 30 days, you’ll lay the foundation for a happy relationship with your new ESP and hopefully boost deliverability for your email list along the way.
Remember:
- Deliverability is about strategy, not just your ESP.
- Warm up properly & monitor reputation.
- Optimize content to avoid the Promotions Tab & spam folder.
- Stay consistent & engaged with your audience.
Thinking about switching ESPs? Need help optimizing your email deliverability? Book an email deliverability consultant today who can analyze your email placement and help you get into the Primary Inbox fast.