Build a Win-Back From RFM Signals
Design different loyalty treatments from recency, frequency, and monetary signals.
A single win-back campaign would treat at-risk high-value members and one-time deal seekers the same. RFM turns inactivity into relationship-state segments. The common trap is using the same discount for every inactive member because it is easy to execute. That hides differences in value, habit, and reason for lapse. Read recency Group A last purchased 210 days ago; Group B purchased 25 days ago; Group C last purchased 330 days ago. Recency shows relationship temperature. Group B is not a win-back target; it is active but may need development. Layer frequency Group A had 8 purchases last year; Group B…
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