RFM is the key to direct marketing success. It is a segmentation technique that has been around for 40 years or more, but less than 5% of the direct marketing companies in North America have mastered its enormous potential.
When I realized that the thousands of companies that attend my industry keynote speeches and seminars were not doing basic RFM, I wrote the book so CEOs and senior managers would have in one volume all of the knowledge and wisdom of this astonishingly simple tacticical analysis to put to work in their businesses.
RFM has been called the “Key to the Money Machine.” If you are a direct marketer, you must have a working knowledge of this technique. It is the foundation of all database marketing. And this is the only book ever written on RFM. Don Libey (1992)