Adventures in Mobile Marketing

A snippet from an article I wrote on MarketingProfs:

You may or may not be using the basic segmentation strategy of RFM (recency, frequency, monetary)—that is, dividing your mailing list into a few buckets based on recency in ordering or visitation to the site, the number of times they’ve ordered or visited the site, and the lifetime spend.

My issue with RFM models is that I would instead like to see each threshold between activity, and tweak it on an ongoing basis. That’s the joy of email marketing, it’s all so available and adjustable, and in real time.

The article, on MarketingProfs.