Applying Classic RFM Metrics to Increase the ROI of Your Email Marketing Messages

RFM is a measurement made popular by direct market catalogers to analyze purchasing behavior, determine customer value, and predict reasonable results for accurate inventory and staffing. The model is relatively simple – results are measured by looking at the recency, or the last time a purchase was placed, frequency, or how often customers purchase, and monetary value, or how much money customers spent. It is an effective measurement that has been in practice over 40 years.

Ecommerce companies can apply RFM strategies to their email marketing to segment subscribers based on engagement
and purchase intent and target them more effectively. Email provides nearly instant access to the data needed to measure
the behavior, allowing you to easily identify your best customers and separate them from your inactive subscribers.

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Applying Classic RFM Metrics to Increase the ROI of Your Email Marketing Messages

Publisher: Megan Ouellet - Listrak
04/07/2010

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