Is RFM segmentation relevant for email marketers? | Econsultancy - 4 views
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It is based on the presumption that someone’s future actions are best predicted by their past ones.
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In the early days of offline direct marketing, RFM was often used to target consumers with expensive direct mail.
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This means that modern segmentation is not just about saving money, we segment now for relevance, and to increase the consumer’s engagement with the brand.
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