Leveraging RFM In Email Marketing: The Importance Of 'F'

Part 2 of our series: Often a subscriber's Frequency doesn't carry the same weight as one's Recency in an RFM analysis. However, frequency does weigh heavily on your program's deliverability when calculated by Internet Service Providers (ISPs) for overall engagement. So while Frequency is an important metric in any marketing program, the benefits within email are even greater.