GlossaryOperating language

RFMRecency, frequency, monetary. A sane way to stop emailing everyone the same thing

The short version

RFM

RFM is not a software feature. It is an operating word. If you cannot explain it in five lines, your team is using it as decoration.

01
RFM: Recency, frequency, monetary. A sane way to stop emailing everyone the same thing.
02
The usual failure: Everyone gets the same campaign because segmentation felt like a data project. Best buyers get the same 15% as people who bought once in 2022.
03
What to make true: Recency, frequency, monetary as a simple grid. Mail the living. Sunset the dead. Protect the people who already pay you.
04
If a new hire needs a story to explain the word, it is still a mood — not a definition you can audit.
05
If this is the leak you actually have, pick the problem page — not another tool.

Example

A Tuesday that looks familiar

Before / after

Before

Someone says “RFM” in a meeting. Everyone nods. Nobody could write the definition on a whiteboard. The CRM still has a field named after a mood.

After

Recency, frequency, monetary as a simple grid. Mail the living. Sunset the dead. Protect the people who already pay you. The word now has an exit rule. You can audit it on Monday. That is when RFM stops being folklore.

The usual failure

Everyone gets the same campaign because segmentation felt like a data project. Best buyers get the same 15% as people who bought once in 2022.

What to make true

Recency, frequency, monetary as a simple grid. Mail the living. Sunset the dead. Protect the people who already pay you.

Worked example

Keep it this plain. A team uses rfm as if buying the software installed the meaning. It did not. Everyone gets the same campaign because segmentation felt like a data project. Best buyers get the same 15% as people who bought once in 2022. The move is not a new integration. Recency, frequency, monetary as a simple grid. Mail the living. Sunset the dead. Protect the people who already pay you.

Working notes

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