RFM for Email Marketing
Segment customers by value
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Explain how to implement RFM (Recency, Frequency, Monetary) analysis to segment [E_COMMERCE] customers and tailor the email strategy. Generate: the RFM score calculation method with recommended thresholds, the [NUMBER] resulting segments with their name and description, the specific email strategy for each segment (Champions, Loyal, At Risk, Lost, etc.).
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Pour des scores exploitables, calculez Récence sur la date du dernier achat (en jours), Fréquence sur les 12 derniers mois, et Montant sur le panier moyen. Utilisez des quantiles (quintiles) plutôt que des seuils arbitraires pour répartir équitablement. Croisez ensuite les scores avec le cycle d'achat : un client « Champion » qui n'achète plus depuis 60 jours doit basculer en « À risque » automatiquement. Adaptez les campagnes : réengagement pour « Perdus », montée en gamme pour « Loyaux », etc.
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