Leveraging RFM In Email Marketing: The Power Of 'R'

Email marketers should be leveraging the use of Recency, Frequency, Monetary (RFM) analysis to uncover optimal segments and untappedopportunities within their email marketing program. Email marketing provides real time data about subscriber behavior, which is ideal for RFM analysis. In order to use each metric fully we will focus on the undeniable power of Recency first.