Recall how recency, frequency, and monetary value guide campaign selection.
RFM recall RFM What does RFM tell customer marketing? Advocacy vs expansion Which signal matters more? Campaign objective changes which RFM signal leads. Big-list objection The stakeholder says: Why not send it to everyone? The campaign asks for a feature action. Your line Because the action needs recent context. We can send action to ready customers and education to the rest. Treating reach as the objective. It turns the debate from list size to behavior readiness. Win-back What RFM pattern suggests a win-back campaign? Low recency with meaningful past frequency. The customer once had habit, so diagnose what interrupted it.
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