RFM Turned Upside Down

2. Through a back-end analysis, explore other potential segmentation variables, such as gender, past product category purchase and ZIP penetration, that may significantly impact response.

3. Irrespective of file size, segment your housefile by RFM and other key factors that drive response. While you may not find the number of names in a segment statistically significant, you can appreciate the impact of each factor by aggregating multiple segments by that factor; then apply that knowledge to later mail decisions.