In my early years as a marketer, I was preparing manual emails (not copy, don't worry!) every time we want to send out a mass communication. The platform is fairly user friendly and this is due to the fact that the features I was using were limited to uploading a list of emails (provided by our lovely IT department), creating the email, sending it and reporting on some key stats.

A year ago we have switched to ExactTarget, now integrated into Salesforce Marketing Cloud. The platform was sold to us on the basis of all the super cool functionalities. However, a year later .... we are still struggling to send even one simple email. Bottom line - the more features you have, the more complicated it gets.

1. Don't overcomplicate things. At first make sure you have the basics. And even if it feels like a children’s game, make sure you can work as freely with basics as before changing software.

2. The first emails you send should be exact copy of what you have sent pre-new ESP. Don’t try and do all the cool things you know the tool can do in one go. Don't change email templates, don't change layout, sending times, anything.

3. After a few sends (untroubled) you can start thinking of features to add, change, remove or try.

Which leads me to…

4. Split test all the way! We all know A/B testing is very important but few of us do it. Who has the time right? I know. But when you change even a minor thing in your emails ... make sure you 'listen' to the people (hopefully) opening and (ideally) reading the emails.

5. Referring back to (1) and (3): if your new platform has things that you’ve never done before, don't rush anything! It is better to produce something of good quality and take your time rather than have to explain dysfunctionalities and bad email layout. Working for a small organisation, time is precious but so is our brand reputation.