Inbox listening: how IMI handles every subscriber reply

Over 200,000 subscriber replies, out of office messages and auto replies a year. Every one read and sorted by trained staff. Here is why inbox listening matters for HCP communications, and how it keeps our audience segments clean and current.

Most email campaigns measure success by opens and clicks. At IMI, we think the replies matter just as much. Every year we process over 200,000 subscriber responses, out of office messages and auto replies. We call it inbox listening.

Every reply is read by a person

All IMI mailboxes are monitored manually by our team every day, including weekends and public holidays. Every enquiry is actioned within 24 hours.

Some replies are questions about our communications, information requests or updates to a subscriber's profile. Most are simpler: "out of office", "in meetings" or "I have moved hospital". We sort them all.

Catching what others might miss

Auto replies often carry useful signals. An HCP's out of office might say they are on long-term leave, have moved roles or changed email address. We pick these up and act on them. That keeps our segments clean and current.

Trained to handle adverse event reports

Everyone who monitors our mailboxes is trained in how to process adverse event reports, following documented processes in line with MHRA guidelines.

Where MLR teams prefer one-way communications, we can send from noreply@medicalimi.com, which removes the ability for a subscriber to respond. Every no-reply send carries the client's adverse event reporting statement or a link to the MHRA Yellow Card scheme.

Reassurance for your MLR team

We have summarised our approach in a short document for clients and MLR reviewers.