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Learning Paths

RFM analysis

Learn how to develop tactics for engagement and customer purchase optimization using RFM analysis

Module purpose

Recency, frequency, and monetary value are important metrics used to identify a company or organization’s best customers.

This module will show you how to use this powerful technique for email marketing, particularly in transactional businesses such as catalogue retailers, travel, financial services and subscription services.

How is the Learning Path structured?

  • Objectives
  • RFM analysis overview
  • The key metrics: Recency, Frequency and Monetary Value
  • Assigning RFM values
  • Additional methods of reviewing online customer behaviour
  • Lifetime value calculations
  • RFM in action
  • Summary

Learning Objectives

  • Correctly apply RFM as a behavioural segmentation technique for email marketing campaigns.

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This module is in the Email Marketing and Automation Learning Path

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Individual members get full access to this and 4 other Learning Paths.

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What are Learning Paths?

A modern training solution to help businesses grow through marketing

Learning Paths bring together all of the relevant training and associated resources into a single, customizable journey.

Whether it's specific, task-based skills or fully mastering a single discipline, Learning Paths provide the training your business needs to expand into new channels and improve the results of your current marketing activities.

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Learning Paths are divided into strategic and channel-based marketing modules, which help you align development needs with business objectives.

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Each Path is supported by our 20 comprehensive marketing toolkits, reducing outsourcing costs by expanding your in-house knowledge and expertise.

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Deliver real business results with our practical, ready-to-go templates. Instantly apply them to your own marketing activities to drive efficiency and track your results.

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