[MarketingSherpa] How AmericanGreetings.com et al. Engage New Opt-Ins in One Day (or Sooner)

"People who sign up for americangreetings.com's paid e-card service get a welcome e-card the first day, followed by two more mailings in the first 30 days after joining and five total over 60 days.

"Our objective in the first 60 days of membership is engagement," President/CEO Josef Mandelbaum says.

Instead of following a conventional 30-60-90-day schedule, AmericanGreetings.com mails new customers on Days 1, 2, 14, 45 and 60, a schedule it developed through testing. The e-card lets the company show off its own resources and move people right into using its services, instead of waiting for subscribers to make the first move."