Build SMS offers by RFM tier
Use RFM to assign SMS offer tiers that protect margin and list trust.
Design SMS offer tiers for three segments instead of sending one 25% discount to all lapsed subscribers. RFM: Recency, Frequency, Monetary value. A universal discount overpays warm customers, under-thinks cold customers, and hides channel health risk. Before Send 25% off to all 68,000 lapsed SMS subscribers. After Tier 1: VIP recent repeat buyers get early access. Tier 2: repeat buyers at 35-75 days get a 10% replenishment reminder. Tier 3: high-value 120-240 day lapsed buyers get a 20% comeback offer. Cold one-time buyers stay out of SMS. Score recency Group customers by last purchase: 0-30, 31-75, 76-240, and 240+ days.…
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