基于RFM的电子邮件营销目标客户优化研究

电子邮件营销因其成本低,互动性好、受众面广、到达率高倍受商家青睐,但电子邮件营销的缺陷也十分明显,特别在面对网络"垃圾邮件"日益泛滥的现实面前,电子邮件营销模式日益遭到顾客诟病。本文认为电子邮件营销最大的缺点在于目标顾客选择不清晰,运用RFM分析工具,对企业的现实顾客进行分群化是走出困境的有效途径。

Based on RFM email marketing goal customer optimization research

Because the email marketing its cost is low, interactive good, the numerous surface broad, is arrived high power rate is favored the business, but the email marketing flaw extremely is also obvious, specially in faces in front of the reality which the network "the junk mail" is in flood day by day, the email marketing pattern encounters the customer to denounce day by day. This article thought the email marketing biggest shortcoming lies in the goal customer to choose not clearly, utilizes the RFM analysis tool, carries on to enterprise's realistic customer hives off is goes out the difficult position the effective way.