Small dog owners leapt at the chance to express their affection for their beloved pets. From our mailing to 10,000 people, we’ve had over 7,750 visits to the website. 2,871 individual thank you notes were written, creating an almost unprecedented 18% sign up rate (more than 3X's our objective). The notes were searingly personal – including messages like ‘thank you for being there when I was lonely’ and ‘thank you for being the best therapy in the world.’ 8.6% of the coupons were redeemed –3 x industry standard. And the follow-up email had a 51.64% open rate, more than double the industry standard of 18.5%.