The Iron Rule of RFM

For RECENCY, rather than coding by each specific date of most recent contact, this system codes by YEAR Why not by half year or by quarter? Many catalogers use finer recency gradations, but if you’re just getting started, coding by year will give you a useful number of recency groups without overwhelming you with codes. After you gain experience with how your customers are responding, you can try going to finer recency groups.