What is RFM Segmentation?
Quick Answer
Segmenting email lists by Recency (last purchase), Frequency (how often they buy), and Monetary (how much they spend).
RFM segmentation is a data-driven approach originally from direct mail that segments customers by three dimensions: Recency (how recently they purchased), Frequency (how often they purchase), and Monetary (how much they spend). High-R, high-F, high-M customers are your champions; low-R, low-F customers are at risk of churning. RFM segments receive dramatically different email strategies — champions get VIP offers, at-risk customers get win-back campaigns. MisarMail supports custom RFM scoring and automated segment assignment.
Related Terms
Dividing your email list into smaller groups based on shared characteristics or behaviors.
Win-Back CampaignA targeted email campaign to re-engage customers who haven't purchased or engaged in a defined period.
Subscriber Lifetime Value (SLV)The total revenue a subscriber generates from emails over their entire subscription period.
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