There is an old saying that 80 percent of your business comes from 20 percent of your customers. While the so-called 80/20 rule may be anecdotal, recency, frequency and monetary (RFM) analysis ...

As response rates decline in the face of increased competition and overmailing, more e-mail marketers are starting to use the good old gauge of recency/frequency/monetary value (RFM) to target their ...