Hey Matt,
One thing that I always recommend is that when you sign up a new customer, as part of the onboarding process you send them a template email to send to their IT department to whitelist your email address on their system side, specifically to make sure they receive important updates about the product etc.
In terms of dealing with prospects, one thing that really helps is figuring out what time of day people are responsive. Unlike many white-collar industries, medical professionals don't spend much of their time at the computer, they are generally either with people or on the go. As such, while emailing a "marketing person" usually means that you're trying to get someone's attention while they are sitting at a machine being bombarded by messages, when trying to get a medical professionals attention you've got very distinct windows in which they deal with all of their incoming mail.
This means 4 things for you:
- You have to fight much harder to catch their attention - since most people look at each email as it comes in and decide whether or not they want to open it, vs. medical professionals looking at large groups of emails and deciding which to open... If your subject line is dull, you run the risk of going unnoticed
- Your content better provide a lot of value - since the window is short, a LOT is going to be ignored and part of your job is to get their attention
- Mobile Matters - you're going to have very high proportions of mobile opens since that's the most accessible device between most of the time. So make sure your templates are responsive (or at least you use Marketo's mobile friendly features)
- Be entertaining - Since you'll be engaging people during their breaks more so than during work, you've got to make "talking about work" during their "me time" attractive enough for them to want to do it. Don't forget to be fun.
Hope this helps
- Guy
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