Direct Marketing: 10 Key Strategies from List Vision’s 50 in 50

5. If you have to prune a list, use recency, frequency and monetary (RFM) values to narrow the field. “If you have a list of 50,000 names, how are you going to get to the 30,000 you can afford to mail?” Rothchild asked. CPA2Biz previously used random nth name selection to pare a list down to size, but RFM has proven much more effective.