A month ago, we scoped a platform migration for a client. 400 campaigns. Cross-channel. The aggressive timeline was six months.
If we scoped that same project today, it would be four weeks. Including QA.
That's not a projection. It just happened.
What the migration actually looked like
I migrated 200 campaigns in hours. Not a handful of welcome series templates. 200 production email campaigns with full logic, dynamic content, and platform-specific syntax.
Here's what that looked like:
- Bulk created reusable content blocks on the destination platform
- Converted all template syntax to Liquid for the new payload structure
- Every template, every variable, every conditional accounted for
- Built everything for reuse so the content blocks work across future campaigns
The part that would have taken a dedicated team weeks of copy-paste-and-pray? Done in an afternoon.
The scope change that would have killed the old timeline
Here's where it gets interesting.
The original migration plan was to go net new on the destination platform. Fresh templates, fresh logic, fresh creative. Measure the lift from a clean start.
Then the client changed their mind.
They wanted the original 200 email templates carried over so they could measure the win post-migration without relying on a pre/post comparison against completely different creative.
Smart ask. If you're migrating platforms, you want to know the platform is actually better. Not just that the new creative happened to perform differently. You need a real control.
Normally, that kind of scope change mid-project is a nightmare. Template-by-template recreation, syntax conversion, QA on every single one. It adds months and a separate SOW.
We built it for reuse, delivered it in hours, and didn't charge anything outside the existing retainer.
This isn't just about migrations
The build layer has completely changed. Problems that used to require dedicated teams and months of project planning now get solved in an afternoon.
We're seeing this across the board:
- Reporting dashboards that used to take a sprint to scope and build? Afternoon project.
- QA automation for campaign launches? Built it, runs on every deploy.
- Content systems that generate and manage reusable blocks? Up and running in a day.
- Internal tools for data validation, list hygiene, template auditing? Same story.
The pattern is the same every time. Something that used to require a dedicated resource for weeks now takes hours. And because we're building for reuse, the second time is even faster.
What BRCG brings to a migration
We've run migrations across every major ESP and CDP. That means we've already solved most of the problems you're about to hit.
- Syntax conversion between platforms. Handlebars to Liquid. AMPscript to Jinja. Whatever the destination requires.
- Content block architecture that's built for reuse from day one. Not a one-off lift. A system.
- QA automation so you're not manually checking 200 templates. Every link, every fallback, every conditional.
- Deliverability planning baked into the migration. IP warming, domain authentication, inbox placement monitoring from go-live.
- Lifecycle strategy on the other side. The migration is the beginning, not the end. We help you actually use the new platform better than you used the old one.
We don't just move your campaigns over. We set up the foundation so your team runs faster on the new platform than they ever did on the old one.
If you've been putting this off
The old calculus was: months of project planning, a dedicated migration team, a massive SOW, and a long freeze on new campaign development while everything gets ported over.
That's not the reality anymore.
We can scope most migrations in weeks, not months. The template conversion that used to be the bottleneck is now the fastest part. And we can handle scope changes that would have derailed the whole project.
We are equipped to build a solution for almost any problem these days. That's not a pitch. It's just where the tooling is.
If you're sitting on a migration because the last quote you got was six figures and six months, reach out. The math is very different now.
