The Importance of an Early Month on Book (EMOB) Strategy
This article was first published in 2019 and most recently updated in February 2025.
The value of engaging early and often with cardholders is indisputable. With the typical U.S. cardholder having an average of three to four credit cards1, driving acquisition and moving cards not only to top-of-wallet, but to top-of-app is crucial. Those who receive effective Early Month on Book (EMOB) messaging are 50% more loyal2 and 71% are more satisfied with their card1. In our work with some of the top financial brands, we’ve delivered great results taking an EMOB approach that aligns with what McKinsey3 suggests: The first 90 days is critical to ensuring your customers make their new card their preferred form of payment.
It’s why we’re not surprised when banks with activation problems have no formal EMOB plans, and it’s why we’ve worked hard to become the EMOB marketing experts trusted by so many financial institutions. Doing so means staying ahead of the rapidly evolving trends in financial services marketing. As the focus on digital-first banking solutions, personalized customer experiences and data-driven engagement have shaped cardholder marketing, so too have they influenced recommended EMOB activities. Our latest EMOB best practices reflect an emphasis on digital card activation and maintaining digital engagement as well as a greater use of data to engage cardholders based on specific actions, enabling a more rewarding and tailored banking experience.
As illustrated in our new infographic (see below or click here for a PDF), EMOB marketing works. Let it inspire you to create an EMOB strategy that pushes five key activities with cardholders in their first 90 days!
1 “2025 Average credit card debt statistics: Trends, usage, and debt insights,” Ramp, 2025
2 “30 Customer Onboarding Statistics You Need to Know,” SMS Country, 2023
3 “From plastic to pixels” Digitizing the credit card,” McKinsey.com, 2016
