Article

Understanding RFM Segmentation: A Marketer's Guide

Braze · braze.com Free Intermediate

The clearest explainer of the segmentation framework every serious retention program eventually builds on, recency, frequency, monetary value, from a major customer-engagement platform that lives and breathes this.

  • Score customers 1-5 on recency, frequency and monetary value to build actionable buckets.
  • Recency is typically the strongest single predictor of who responds to your next campaign.
  • RFM needs no fancy data science, it runs off order history you already have.
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The question it answers

  1. When should I invest in a real retention stack, and how do I set up segmentation and repeat-purchase mechanics?

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