Sendwave to Meridian Journey
Complete Migration Framework
Five phases. Meridian covers none of this. We built it for your engagement.
1. Audit
→
2. Data
→
3. Infra
→
4. Rebuild
→
5. Cutover
FlowsCampaignsProfiles
<lightning> Placed Order
↓
Wait 2 hours
↓
Post-Purchase Email
Event: order.confirmation
↓
Wait 2 hours
↓
Email: Post-Purchase
↓
Push: Rate Purchase
Why This Isn’t “Copy to New Tool”
SENDWAVE
Data lives inside ESP ↑
Email + SMS only
MDP — Unified Profile
Data lives in Platform ↑
Journey
Analytics
Personalize
RT-CDP
Email, SMS, Push, Web, App, In-App
The fundamental shift
Sendwave owns your data. Meridian’s platform owns it and Meridian Journey reads from it. More powerful, but requires MDP schemas/identity/ingestion to be complete first.
Phase 1: Audit & Inventory
Catalog every flow and campaign. Classify each: migrate, improve, or retire.
| ✅ Welcome Series | Signup | 32% open | Migrate |
| ✅ Abandoned Cart | Cart | 28% open | Improve |
| ✅ Post-Purchase | Order | 41% open | Migrate |
| ⚠ Old A/B Test v2 | Browse | 8% open | Retire |
| ⚠ Holiday 2023 | Segment | 12% open | Retire |
Typically 20-30% can be retired
Old tests, expired campaigns, low-engagement flows. This is your chance to clean house.
Phase 2: Profile Data Mapping
JD
$first_nameJane
$last_nameDoe
$consentSUBSCRIBED
loyalty_tierPlatinum
total_orders47
Personal Contact
Demographics
person.name.firstName: Jane
person.name.lastName: Doe
Consents
marketing.email.val: y
Loyalty Details
loyaltyTier: Platinum
Don’t forget suppression data
Bounces, spam complaints, unsubscribes — load BEFORE first send. Missing this destroys reputation.
Complete Field Mapping
$email
→
personalEmail.address 🔑
$first_name
→
person.name.firstName
$last_name
→
person.name.lastName
$phone_number
→
mobilePhone.number
$consent
→
consents.marketing.email.val
$address1, $city, $zip
→
homeAddress.{street1, city, postalCode}
loyalty_tier
→
Custom: loyaltyTier
total_orders
→
Custom: lifetimeOrders
🔑 = Primary Identity
Email connects this profile to web events, offline purchases, and trade account activity through the identity graph.
Phase 3: Infrastructure & IP Warming
Subdomain
→
IP Pool
→
Channel Config
→
IP Warming
5-10K
Week 1
30-day engaged
15-25K
Week 2
60-day engaged
40-60K
Week 3
90-day engaged
Phase 4: Flow → Journey Mapping
SENDWAVE FLOWS
⚡ Welcome Series
🛒 Abandoned Cart
📦 Post-Purchase
👀 Browse Abandon
📢 Promo Campaign
💔 Win-Back
⭐ VIP Tier Change
MERIDIAN JOURNEY
⚡ Unitary: profile.created
⚡ Unitary: cart.abandon
⚡ Unitary: order.confirm
⚡ Unitary: page.view
📋 Read Audience / Campaign
🔄 Audience Qualification
🔄 Audience Qualification
Don’t just copy — improve
Meridian Journey adds cross-channel orchestration, real-time profile personalization, and send-time optimization.
Phase 5: Parallel Run & Cutover
Never send to the same person from both. Split and shift weekly.
Cutover Checklist
✓ Meridian Journey metrics match Sendwave • ✓ Reputation stabilized • ✓ Forms point to MDP • ✓ Sendwave deactivated • ✓ Export saved 90 days
Migration Summary
Total: 8-12 weeks end to end
Phases 3 & 4 run in parallel. Warming happens while rebuilding journeys.
Key Success Factors
✓ MDP data layer complete first • ✓ IP warming — no shortcuts • ✓ Suppression data before first send • ✓ Retire dead flows • ✓ Compare metrics weekly
Next: Sandbox Checkpoint
Build inventory, map fields, document warming plan, rebuild first journey.
2
Sendwave vs Meridian Architecture
3
Phase 1: Audit & Classify
4
Phase 2: Profile Data Mapping
5
Phase 2: Field Mapping Table
6
Phase 3: Infrastructure & Warming
7
Phase 4: Flow → Journey Map