An article titled Really Simple E-mail Segmentation: Engaging Your VIP Customers from ClickZ spoke to the importance of the RFM model and using it to speak to your VIP customers. Here is a quick summary of this informative article:
What is the RFM model?
» Recency. When was the last order placed?
» Frequency. How many orders have been placed over a given period?
» Monetary. What is the monetary value of these orders?
By scoring customers on these three attributes, you can subsegment this group and identify your most valuable customers.
Since these are the people who are taking the action you want (conversion by filling out a form or completing a transaction), think about how you can both reward them and encourage them toward more of the same behavior.
Possibilities include asking them to refer your organization, write a testimonial and/or product reviews.
