Every migration is unique. But with planning, migrating from another platform to Drip is straightforward. Below, you’ll find our migration checklist and you’ll learn lessons the Leadpages team found when migrating from Hubspot to Drip.


Step 1: Audit

What data is worth bringing over? Begin by downloading a master CSV of all of your subscribers. Audit your subscriber attributes. If you use tags and custom fields to add critical information to your subscribers, be sure to list them out as part of your audit.

What kind of segmentation do you do with your lists? Think about how to retain this segmentation using the “no list” model of Drip. Using Tags with the same name as your lists is a good option.

Do you currently use workflows or marketing automation? Which of these provide value, or contain significant activity? Weed out any automation that is not performing.

The goal here is to identify what data is worth bringing over and leaving behind any out-of-date data.

Drip Blog: Email List Management Best Practices: The Complete Guide to Managing a Healthy, Responsive Email List

Step 2: Templates

Plain text emails increase your email engagement, which is why your account comes preloaded with a plain text email template.

However, you can still use HTML templates that you have exported from your previous email service provider, and any HTML templates you have purchased, or any that you have designed on your own.

After you’ve narrowed down the templates you will need in Drip, you will need to migrate your templates.

For more information on modifying your templates check out these resources:

Drip Knowledge Base: How to set up a new email template

ConvertedU: Getting Started with Drip: Adding a Template to the Template Library

Step 3: Emails

Copy the text of your emails from your old platform and paste them as plain text into Drip campaign emails. If your emails contain images, upload them to Drip using the image uploader in the email editor toolbar. You can apply a template after you copy and paste.

Migrate any links from your old platform emails directly into Drip, check the formatting of the URL so that no old tracking is present. You can enable Drip’s UTM tracking on each link at this step.

For more information check out these resources:

Drip Knowledge Base: Creating a Campaign

Drip Knowledge Base: The Difference Between a Campaign and a Broadcast

Step 4: Update Merge Fields or Dynamic Data (like First Names)

Change first name variables to support the custom field of your subscribers’ first names in your Drip account {{ subscriber.first_name | default: “friend” }}

Consult your Master Subscriber List CSV created in the first step of your account audit. Find the column header that stores your subscribers’ first names.

We recommend using first_name for this column header, so if you have it as something else, edit it to be first_name.

For more information check out these resources:

Drip Knowledge Base: Adding Dynamic Subscriber Data to Your Drip Emails (via Liquid)

Step 5: Use Workflows to Plan Automation

Now it’s time to start building out your workflows.

Instead of doing your planning in a charting software and your workflow building in Drip, do your planning and your building in one place – the Drip workflow editor.

Every rule, workflow, campaign and autoresponder needs to be accounted for. Make a list of the ways your existing email marketing tool automatically follows up with your subscribers and leads.

In Drip, replicate the same decision trees, triggers, and tags—as you had in your old platform.

Note: At this point, you’re still working in Drip without having imported your subscribers yet, so you’re still using the free plan to build your account. This means you can build your workflows without the pressure of being billed for an account you’re not using to send actual emails.

Turn on your workflows after you test them.

For more information check out these resources:

Drip Knowledge Base: Building a Workflow

Drip Knowledge Base: Using Campaigns in Workflows

Step 6: Change Your Forms and Reconnect Integrations

Forms on your website and landing pages all need to be updated to send subscribers to your new Drip account. Make a list of all the forms and other tools you’re using, like landing pages, payment gateways, shopping carts or webinar tools.

Whichever forms or integrations add people to your account, associate these with workflows and activate the forms.

Remember things like Affiliate portals and assets, order pages and thank you page upsells.

At this point, you should also check to make sure that Drip’s JavaScript tracking snippet is installed on the website this Drip account will connect to.

For more information check out these resources:

Drip Knowledge Base: Installing your JavaScript Snippet

Drip Knowledge Base: Drip Opt-In Form Widget

Drip Knowledge Base: Create an Embedded Widget

Drip Knowledge Base: Integrations

Step 7: Clean and Re-Engage Your CSVs

This step is optional for lists that have been contacted within the last 30 days.

However, if any list has not heard from you in over 30 days, importing them into Drip—then attempting to email them—may result in high bounce and unsubscribe rates. This will hurt your deliverability and may even cause your account to get flagged by Drip’s deliverability team.

To avoid this, first, clean your CSVs using third-party tools like Neverbounce or Kickbox.

These tools validate the emails in your CSV files and give you recommendations on which email addresses should be left out of your imports.

Please be aware that these services are not free and require a fee each time you use them to clean a list. We’re big fans of these services, but they are not affiliated with Drip.

Once your CSVs have been cleaned, you can import them into Drip (see next step).

For more information check out these resources:

Drip Knowledge Base: Bounced Emails

Drip Blog: Time to Do Some Email List Cleaning? When & Why to Delete Subscribers

Drip Knowledge Base: Approval of Subscriber Imports

Step 8: Import Your Lists

Important: Any subscribers who are currently in autoresponders in your old platform should be allowed to finish those sequences in that platform.

By this point, you’ve removed unnecessary data from your CSVs as a result of your audit, and you’ve cleaned them as a result of Step 6 in your migration.

You should import your master list first. Once the master list is imported, bring in your sublists or tags that you were using for segmentation as individual imports. Then, on the import action, add a tag in Drip with the old list name.

As you do these individual imports, Drip will automatically de-duplicate each subscriber. If a subscriber appears on more than one CSV, Drip will find that subscriber and add the data from each CSV import to that individual subscriber in Drip. No duplicate subscribers!

Use the column heading “tags” in your CSV or an action in the import process to add a tag.

For more information check out these resources:

Drip Knowledge Base: Importing subscribers using a CSV