switching software/marketing

Marketing Automation Workflow Audit Checklist

Document all automation workflows before switching marketing platforms.

Marketing Automation Tool Migration Checklist

Overview

  • Risk Level: Medium (Requires careful handling of subscriber consent and CRM synchronisation)
  • Timeline: 4–8 weeks (depending on database size)
  • Team Size: 3–5 members (Project Manager, CRM Admin, Marketing Lead, IT/Security Lead)

Phase 1: Pre-Migration Planning (Week 1-3)

Assessment & Audit

  • Conduct a full inventory of all active automated workflows and drip campaigns.
  • Audit existing email templates for hardcoded links or platform-specific tracking scripts.
  • Document all API connections between the current tool and the CRM/ERP.
  • Identify all third-party integrations (e.g., Zapier, Typeform, Webhooks).
  • Review current subscriber segmentation logic and list health (bounce rates, engagement).
  • Assess the technical requirements for the new platform’s SMTP relay settings.
  • Identify all internal users requiring access and define their permission levels.

Data Mapping

  • Map all current custom fields to the new platform’s schema.
  • Standardise naming conventions for tags and list attributes across both systems.
  • Identify "dormant" data that does not need to be migrated (GDPR minimisation).
  • Create a data transformation script for any formatting discrepancies.
  • Validate that all contact records have a valid 'Consent Status' field.

Golden Copy Backup

  • Export a full, uncompressed CSV backup of the entire contact database.
  • Download all historical campaign performance reports for long-term analytics.
  • Backup all static assets (images, PDFs, HTML code) stored in the current platform.
  • Store backups in an encrypted, UK-based cloud storage location.

Integration Audit

  • Verify the new provider’s API documentation against your current tech stack.
  • Generate new API keys for the integration between the new tool and CRM.
  • Test a sandbox connection between the new tool and a staging CRM environment.
  • Confirm that webhooks are configured to trigger the correct CRM objects.

Phase 2: Migration Execution

Pre-Cutover

  • Set up the new platform’s Domain Authentication (SPF, DKIM, DMARC) records.
  • Warm up the new IP address (if applicable) according to the provider’s schedule.
  • Recreate the most critical automated workflows in the new environment.
  • Upload a small subset (100 contacts) to test the synchronisation process.
  • Verify that custom CSS/HTML templates render correctly in major email clients.
  • Configure suppression lists to prevent accidental emailing of unsubscribed users.

Cutover Day

  • Disable all active automated triggers in the legacy platform.
  • Perform a final, incremental sync of contacts to capture recent sign-ups.
  • Execute the final data import to the new platform.
  • Update DNS records to point to the new platform’s tracking domains.
  • Activate the primary welcome/onboarding workflows.
  • Switch the API connection from the legacy tool to the new provider.
  • Verify that the CRM is receiving lead activity data from the new tool.

Verification

  • Send a test email to an internal testing group across different devices.
  • Confirm that tracking pixels are firing correctly on your website.
  • Check that unsubscribe links redirect to the new preference centre.
  • Validate that lead scoring values are correctly populating in the CRM.
  • Confirm that the 'From' address and display names are correctly configured.

Phase 3: Post-Migration Optimization

Stabilization

  • Monitor bounce rates for the first 48 hours for any anomalies.
  • Validate that all automated sequences are triggering for new sign-ups.
  • Review CRM sync logs for any failed record updates.
  • Conduct a spot-check on contact data to ensure fields are populated.

Cleanup

  • Remove hardcoded legacy tracking scripts from the website footer.
  • Close the legacy platform account once all data is confirmed as migrated.
  • Delete temporary testing lists and dummy contact records.
  • Archive the 'Golden Copy' backup in compliance with your retention policy.
  • Finalise internal documentation for the new platform’s interface.

Retrospective

  • Hold a team meeting to discuss migration pain points.
  • Compare campaign performance metrics against the legacy tool's benchmarks.
  • Update the business continuity plan to include the new platform’s recovery steps.
  • Ensure all team members have completed platform-specific training.

UK GDPR Compliance Checklist

  • Perform a Data Protection Impact Assessment (DPIA) if processing sensitive data.
  • Update your Privacy Policy to reflect the change in sub-processors.
  • Ensure the new provider has a robust Data Processing Agreement (DPA) in place.
  • Verify that the new platform supports "Right to be Forgotten" (data deletion) requests.
  • Confirm the new platform’s data residency (ensure data is stored in the UK or EEA, or subject to approved safeguards).
  • Audit the new platform’s consent management features to ensure they meet UK GDPR standards.
  • Ensure that opt-out mechanisms are easily accessible and functional.
  • Review the platform’s security measures (e.g., encryption at rest and in transit).

Troubleshooting Common Issues

  • Issue: API sync failures. Action: Check API rate limits and authentication tokens.
  • Issue: Email deliverability drops. Action: Re-check SPF/DKIM/DMARC alignment.
  • Issue: Broken links in emails. Action: Ensure global link redirects are updated.
  • Issue: CRM data mismatch. Action: Verify field mapping and data types.
  • Issue: Formatting errors in templates. Action: Re-verify HTML/CSS against email client compatibility tools.

Downloadable Resources List

  • Migration Data Mapping Template (Excel/CSV)
  • Pre-Migration Communication Plan (Internal)
  • Third-Party Integration Inventory Spreadsheet
  • GDPR Compliance Audit Template
  • Post-Migration Success Metrics Dashboard Template