How Salesforce Commerce Cloud Retailers Can Prepare For Migrating From Bronto
Earlier this month Oracle NetSuite announced to some customers via email they will be migrating their marketing automation technology and resources to the Oracle Customer Experience Cloud. With this announcement, they confirmed they will no longer be selling the Bronto Marketing Platform.
“This notice is to inform your company that the Bronto Marketing Platform has been assigned End of Life status and the last date of service will be May 31, 2022. The Bronto service and any related ACS or Professional Services you may have ordered will be supported until the end of the last date of service. You will be able to continue to use the Bronto service until the end of the last date of service and if you choose, you may renew your services until our last date of service, May 31, 2022.”
How This Affects Your Salesforce Commerce Cloud Integration
Salesforce Commerce Cloud (SFCC) retailers currently on Bronto will need to urgently evaluate email service provider (ESP) options in preparation for the May 2022 Bronto sunsetting. As a SFCC partner for over 16 years, Pixel understands the importance of this decision and process. It is critical to select the platform that best suits your business needs and to maintain the integrity of your email channel deliverability during a platform migration.
Pixel has prepared a checklist to help SFCC retailers navigate the critical decisions involved in migrating to a new ESP.
1. ESP Migration Timing
Email service provider migrations don’t happen overnight. They require significant strategy and tactical execution to ensure the least amount of disruption to your deliverability. A well-executed migration can take a handful of weeks based on the complexity. To determine the ideal migration timing for your ecommerce business, consider your brand’s peak seasons, upcoming product launches, critical holiday dates, and the impending sunset of the platform. Having a partner like Pixel will help navigate the migration process and get you up and running sooner.
2. IP Warming
In the same vein as overall migration timing, IP warming requires strategic planning and overlapping Bronto with starting sends from your new platform. A well-mapped migration plan should include your IP warming schedule, with a detailed strategy including your overall domain segment counts, most engaged subscriber segments, and the daily send size segments complete with calendar and campaigns. Plan ahead and map out your IP warming strategy within your migration schedule to guarantee enough time to properly warm your new IP. Depending on your integrations, the migration process can take up to four months, so planning ahead is key.
3. Subscriber Database Management
Reviewing the state of your current database will indicate the level of lift for cleansing and migrating your dataand segmentation types to your new ESP. We recommend analyzing the following areas to get a better understanding of your system requirements.
- Database Size & Quality: Analyze your existing overall subscriber count and determine what portion of the database is likely invalid or expired. This is an opportunity to cleanse your list of deadweight email addresses that are invalid or expired.
- Subscriber Segments: With your total database count, review your various engagement segment sizes and how your subscriber base is divided. This will help you prepare for IP warming as well as future VIP and re-engagement segment campaigns on your new system. Also outline your must-have segmentation functionality when comparing ESP capabilities and platform UI.
- Subscription Workflows: Inspect your existing subscriber entry-points for conversion optimization when implementing your new ESP. This is a perfect opportunity to advance your email acquisition site experience.
4. Email Channel Integrations
In preparation for your new email platform, itemizing your existing integrations and what will need to be configured with your new ESP will help determine the level of complexity and timing of your migration. Common SFCC partner integration examples that you should review include:
- Product Subscription Management:Analyze your data feeds and transactional triggers from partners like Ordergroove for reoccurring product subscription management messaging.
- Customer Reviews, Loyalty Programs, & User Generated Content:Assess triggered emails or automated workflows that incorporate reviews, loyalty reward programs, and customer generated content campaigns from partners including Power Reviews and Yotpo.
- Paid Advertising Channels: Confirm your needs and ability to manage paid advertising audiences within your new platform workflows for your top paid advertising channels like Google.
- Social Channels: Evaluate your social channel integration currently and how your new ESP may configure with managing and monitoring them.
- Analytics: Investigate your current analytics tracking configurations for links and attributed traffic on site in preparation for your migration. Determine whether current event tracking regarding email subscribers and form submissions will be replicated or adjusted on site for your new ESP. Confirm how your new EPS will be integrated with analytics tools like Google 360 and Datorama, as well as how the attribution models might differ between your EPS’ native reporting functionality and other analytic dashboards. Be sure to benchmark your current KPIs for comparison post-launch and outline attribution model variations in advance.
- SMS and Mobile:Many ESPs offer SMS messaging within their platforms – whether you have an existing SMS integration, or are considering one for the future, review how your options will affect your new ESP.
5. Responsive Templates & Personalization
In preparation for configuring your new ESP, review your existing email templates and their responsiveness for device and custom data allotment. Calculate the number of templates and dynamic content blocks you will need within your new platform at launch time, allowing for a better level-of-effort when planning your configuration. Analyze platform personalization capabilities to ensure your existing and future templates are capable of producing a truly custom brand experience for each of your subscribers.
6. Existing & Future Automations
Blueprint of your existing digital integrations including data feeds, API triggers, SFTP, and the email workflows for your transactional and marketing automations. Understanding how things are currently running will alleviate the discovery process when crafting your implementation schedule and priorities. This is also a great opportunity to review the conversion rates of your existing campaigns and plan for adjustments or A/B testing additional scenarios at launch of your new ESP. Regardless of whether you replicate or advance your automated campaigns, getting your technical blueprints in top shape will save you from scrabbling as your migration date approaches.
7. AI & Behavioral Tracking
Harvest and learn from your consumer data by ensuring your new ESP has an AI-driven engine. This is vital for delivering a personalized experience including product and content recommendations, optimal send times, and engagement segments based on predictive analytics.
So Much to Consider. Now What?
We know ecommerce on Salesforce. As your Salesforce Commerce Cloud Partner, Pixel can audit your existing Bronto configuration and migrate to the optimal email platform for your ecommerce business goals and requirements. We have a history of success in strategizing and executing migrations from Bronto to Marketing Cloud, Klayvio, Listrak, and other email platform partners, without disruption to critical email channels.