Ever enhanced the value of your email data with RFM scoring? By EmailGarage on 26 September 2013 in Email Marketing, Tips, Targeting As you may know, the RFM scoring model is traditionally based upon transactional customer data. Using Recency, Frequency and Monetary value allows you to group customers, based on their purchase behavior and potential value. The model is successfully used in mailorder and e-business to bring structure into the huge amount of data. It also helps to decide on campaign investment efficiently and effectively.