The Iron Rule of RFM

The first is recency—John last bought from us on June 6, 1999.

The second is frequency—John has bought from us five times.

The third is monetary value—John has spent $230.35 with us since he first became a customer.

How can I use RFM to increase my catalog response rates and sales?

In a nutshell, you will boost your overall response rate and total sales if you mail more often to customers with “higher” RFM values, and less often to