Build RFM Before Writing Winback Copy
Convert RFM scores into differentiated winback treatments.
A 140,000-person inactive-buyer segment is about to receive one discount email. RFM: Recency shows warmth, Frequency shows habit, Monetary value shows relationship value. The common trap is to treat inactivity as one meaning. That sends discounts to customers who need relevance, sends automation to customers who need recovery, and chases customers who should be suppressed. Score Recency Split inactive customers by time since last meaningful purchase: 31-60 days, 61-180 days, and 180+ days. Recency is the warmth read. Recently lapsed customers often need a restart cue before a heavy incentive. Score Frequency Mark whether the customer had a habit: one…
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