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Leveraging RFM in Email Marketing - The Power Of "R"

White Paper Published By: Bronto
Bronto
Published:  Jul 16, 2012
Type:  White Paper
Length:  4 pages

Email marketers should be leveraging the use of Recency, Frequency, Monetary (RFM) analysis to uncover optimal segments and untapped opportunities within their email marketing program. Email marketing provides real time data about subscriber behavior, which is ideal for RFM analysis. In order to use each metric fully we will focus on the undeniable power of Recency first.