We recently changed our name from LogMyCalls to Convirza.
Our marketing team learned some valuable—and often painful—lessons about how disruptive this process can be.
I’d like to add another lesson to the list, one that was a direct consequence of our name change but with broader implications.
A week ago, we received a spam complaint from a prospect that we had invited to a webinar. Our Internet domain registrar was very resolute about this single complaint and threatened to shut down our service unless we could provide a viable explanation.
Our research revealed that the complainant had opted-in to our CRM in April by downloading a white paper. We scratched our heads why one of our engaged prospects would file a spam abuse complaint, especially since we practice strict email acceptable use policies.
It finally dawned on us that this individual signed up to download the white paper as part of the LogMyCalls customer base.
A month later, when we sent him an email about a Convirza webinar, he simply didn’t recognize the company and instantly screamed ‘spam.’ It follows that many of our current customers and prospects didn’t register the recent name change, despite our vigorous efforts at announcing and promoting the rebrand. Most marketers would agree that this lack of recognition doesn’t bode well for future lead gen activities.
Here’s a pair of takeaways from this experience:
1) Be advised that if you launch a new domain, your Internet domain registrar will be watching you very closely.
The idea behind the Big Brother scrutiny is to prevent abusive “disposable” domains from spamming the daylights out of a contact list and then disappearing. It may be a good idea to execute a dedicated campaign to remind your customers and prospects of their opt-in history after the dust settles from a name change. Not only will this lessen the corporate angst in dealing with a Draconian domain registrar (thanks, GoDaddy), such list hygiene will improve your customer retention, limit unsubscribes, and increase your opt-in contact base.
2) The importance of a nurturing program can’t be overstated.
Brand recognition is one of the cornerstones of any effective marketing strategy. Use suitable nurturing techniques to ensure that your customers and contacts know who your company is and what you’re doing. Identify legitimate reasons to contact them (like a new round of funding, product upgrade, or industry news event) that aren’t just sales promo excuses. By using the Gopher approach to nurturing (you pop up in front of clients occasionally), you can effectively stay on your contacts’ radar and increase the chance your prospect will buy from you in the future.