The Iron Rule of RFM

customers with “lower” RFM values.

How much more, specifically, can you gain from this strategy? Absolute numbers will vary from cataloger to cataloger—but in general, the older your house file is, and the less rationally you’ve been mailing it—for example, if your list is 4 years old and you’re still mailing equally to every name on it—the bigger the benefits that RFM-based mailing will bring. Every cataloger I’ve ever seen who switched to RFM-based mailing has concluded that the improvements were “very significant.”