Know Your Housefile

Producing the summary is easy and in many cases can be done by your database manager or merge/purge company. To make the inventory even more effective, put it into a chart that consists of cells to hold counts in each of your segments for recency, frequency and monetary (RFM) value. (See the charts on this page for examples.) Use average monetary value (AOV), not lifetime, to get a better picture of customers’ responses to your individual marketing offers.