To protect sensitive business data and honour client confidentiality, this migration case study has been white-labelled. While the insights, strategies, and outcomes are based on a real engagement, all identifying details have been anonymised. This approach allows us to showcase the value and impact of our migration work while maintaining the highest standards of privacy and trust.
SendGrid to Customer.io: Migration of Transactional Communications for a Fintech Client
Our client, a leading global provider of financial education for children and families, recently undertook a major rebrand of its U.S. operations, marking a significant shift in how the business presents itself to a key international market.
As part of this transformation, WeDoCRM was brought in to support the end-to-end migration and alignment of customer communications across all channels. From meticulous testing, coordination, and streamlining operations, we ensured a seamless transition that maintained consistency, compliance, and customer trust throughout the rebrand process.
While the visual and strategic changes were the most visible elements, much of the heavy lifting happened behind the scenes, where we played a critical role in adapting and enhancing the communications infrastructure to reflect the new brand identity without disrupting the customer experience.
| Services | Systems |
| System Migration | SendGrid |
| Meticulous Testing and Coordination | Customer.io |
| Streamlined Operations | |
| Rebrand Alignment |
Migration from SendGrid to Customer.io
Transactional emails are at the core of keeping users trusting and engaged; these messages contain key information that needs to be provided at the right time due to a user-initiated event. Examples of this include password reset notifications, failure of payment notifications, and account updates – messages that rely on users interacting seamlessly with the platform.
All these communications were managed via SendGrid up until the migration. Nevertheless, a decision was made to have all communications both marketing and transactional managed in Customer.io. To facilitate this, WeDoCRM took the lead in ensuring the transition was seamless.
Previously, we had already migrated their ESP from Salesforce to Customer.io. As such, it was a logical next step to centralise all communications in one place for greater efficiency and simplicity. By consolidating platforms, having both marketing and transactional communications on the same system offers numerous benefits, including better visibility, deeper data insights, improved CRM efficiencies, cost savings, and streamlined resource management.
The System Migration Process
The process involved creating a new Customer.io workspace, migrating workflows and email templates, and setting up all the necessary data.
For example, a password reset email had to seamlessly connect to app requests and deliver the email instantly, ensuring a smooth user experience. Similarly, payment failure notifications require precise timing and accuracy to inform users of issues and prompt immediate action.
Each email was tested to guarantee functionality and reliability. This involved simulating real-world scenarios to ensure triggers responded as expected, the content was accurate, and delivery was swift. The migration process also required close coordination with internal teams, particularly those handling the app and backend systems, to align triggers and workflows within Customer.io’s architecture.
What WeDoCRM Delivered
- Seamless Platform Transition: WeDoCRM successfully migrated all transactional communications from SendGrid to Customer.io, centralising both marketing and transactional emails in a single platform for enhanced efficiency and management.
- Meticulous Testing and Coordination: WeDoCRM conducted rigorous testing to guarantee trigger accuracy, content reliability, and instant delivery while closely collaborating with internal teams to integrate Customer.io templates with app and backend systems.
- Rebrand Alignment: WeDoCRM supported the rebrand in the U.S. by aligning all user-facing communications with the new brand identity, creating a cohesive and polished user experience.
- Improved Efficiency and User Trust: WeDoCRM Enhanced workflow efficiency and ensured reliable delivery of transactional messages, boosting user confidence and strengthening trust in the platform.
- Streamlined Operations: WeDoCRM consolidated communications into one platform, simplifying management, improving scalability, and providing a unified system better equipped to support the growing brand.
Are you looking for support with a System Migration?
Whether you’re migrating from one CRM system to another or embracing CRM for the first time, we’ll support you by implementing a highly efficient, evergreen system that will deliver ROI for years to come. You can also take a look at our CRM migration guide.
Looking for advice on migrating or implementing a CRM or MarTech system? Schedule some time with the team here.
We look forward to hearing from you.
