{"id":8904,"date":"2021-06-17T16:14:58","date_gmt":"2021-06-17T16:14:58","guid":{"rendered":"https:\/\/www.eudonet.com\/why-and-how-to-establish-an-rfm-score\/"},"modified":"2026-02-05T08:44:28","modified_gmt":"2026-02-05T08:44:28","slug":"why-and-how-to-establish-an-rfm-score","status":"publish","type":"post","link":"https:\/\/www.eudonet.com\/en\/resources\/blog\/why-and-how-to-establish-an-rfm-score\/","title":{"rendered":"How to track Member Engagement using RFM scoring"},"content":{"rendered":"\n<div class=\"wp-block-lord-blocks-highlight wp-block--highlight\">\n<p><strong>In summary<\/strong><\/p>\n\n\n\n<p>Measuring <strong>member engagement<\/strong> is key to understanding your community and boosting retention. One of the simplest and most effective ways to do so is through <strong>RFM <\/strong>scoring, a method that analyses behaviour based on <strong>recency (R)<\/strong>, <strong>frequency (F)<\/strong>, and <strong>monetary value (M)<\/strong>.<\/p>\n\n\n\n<p>By assigning scores to each of these criteria, members can be segmented into 9 distinct profiles, from <em>long-lost members<\/em> to <em>high-value regulars<\/em>. This segmentation helps you personalise your communication and tailor campaigns to each engagement level.<\/p>\n\n\n\n<p>The process is simple:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Define relevant brackets for each variable (e.g., \u201cless than a year\u201d for recency, \u201conce a month\u201d for frequency, or \u201c\u00a30\u20131,000\u201d for monetary).<\/li>\n\n\n\n<li>Score each criterion (for example, from 0 to 4).<\/li>\n\n\n\n<li>Use these scores to position members in your engagement matrix or combine them into a single overall score.<\/li>\n<\/ul>\n\n\n\n<p>With a <strong>CRM like Eudonet<\/strong>, you can automate this process of tracking purchases, interactions, and campaign history to generate engagement scores in real time. The <strong>EudoStore Score extension<\/strong> lets you define your own criteria, automate the rating, and focus your actions on the right segments.<\/p>\n\n\n\n<p><strong>In short:<\/strong> RFM scoring turns raw data into actionable insight, helping you identify, retain, and grow your most valuable members efficiently.<\/p>\n<\/div>\n\n\n\n<p>One of the most popular ways to measure member engagement is by utilising RFM scoring.&nbsp; This method owes its popularity to its simplicity, comprehensibility, and ability to enable behavioral predictions of customers by analysing your relationship with them. To get the most out of RFM scoring, we invite you to see how it works in detail.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-a-member-engagement-score\">What is a Member Engagement score?<\/h2>\n\n\n\n<p>In the race to retain your members or donors, it is essential to know their purchasing or donation behavior. These so-called behaviors can be identified according to 3 criteria: the recency and frequency of purchases as well as the number of transactions.&nbsp;The reconciliation of these 3 criteria makes it possible to give a score to its targets according to 9 profiles that can be placed in a cube (or triaxial table):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Long-lost members<\/li>\n\n\n\n<li>Unconfirmed members<\/li>\n\n\n\n<li>Recently lost returning members<\/li>\n\n\n\n<li>Recent members with modest transactions<\/li>\n\n\n\n<li>Recent high-transaction members<\/li>\n\n\n\n<li>Regular members in decline<\/li>\n\n\n\n<li>Regular members with modest transactions<\/li>\n\n\n\n<li>Regular members developing<\/li>\n\n\n\n<li>Regular members with high transaction<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"424\" height=\"386\" src=\"https:\/\/www.eudonet.com\/wp-content\/uploads\/2021\/06\/How-do-we-make-your-association-work-easier-5-tips-PIC4.png\" alt=\"\" class=\"wp-image-8949\" srcset=\"https:\/\/www.eudonet.com\/wp-content\/uploads\/2021\/06\/How-do-we-make-your-association-work-easier-5-tips-PIC4.png 424w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2021\/06\/How-do-we-make-your-association-work-easier-5-tips-PIC4-300x273.png 300w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2021\/06\/How-do-we-make-your-association-work-easier-5-tips-PIC4-320x291.png 320w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2021\/06\/How-do-we-make-your-association-work-easier-5-tips-PIC4-160x146.png 160w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2021\/06\/How-do-we-make-your-association-work-easier-5-tips-PIC4-80x73.png 80w\" sizes=\"(max-width: 424px) 100vw, 424px\" \/><\/figure>\n\n\n\n<p>Knowing this, it will be easier for you to determine which segments \/ profiles are intended for which actions and which marketing campaigns.&nbsp;Each of these profiles can be the subject of a specific strategy, you are then more relevant in your interactions and thus optimise your chances of conversion and \/ or retention.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-to-properly-measure-member-engagement\">How to properly measure Member Engagement?<\/h2>\n\n\n\n<p>We recommend utilising RFM when evaluating member engagement.&nbsp; R for \u201cRecency\u201d, F for \u201cFrequency\u201d and M for \u201cMonetary\u201d For each variable (R, F, and M), it is essential to determine the criteria in order to simplify its use. But be careful; if there are too many criteria, you risk increasing the number of profiles. However, it would be ridiculous to work with more profiles than the 9 previously identified.<\/p>\n\n\n\n<p>For example:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The Recency can offer periods of seniority: \u201cless than one year,\u201d \u201cbetween 1 and 3 years,\u201d \u201cbetween 3 and 5 years,\u201d \u201cmore than 5 years,\u201d \u2026<\/li>\n\n\n\n<li>The Frequency can be divided into time slices: \u201cseveral times a month,\u201d \u201conce a month,\u201d \u201cseveral times a year,\u201d \u201conce a year,\u201d \u201cless than once a year,\u201d etc.<\/li>\n\n\n\n<li>The Monetary Value can be segmented by bracket: \u201cfrom 0 to \u00a31,000,\u201d \u201cfrom \u00a31,001 to \u00a32,000,\u201d etc.<\/li>\n<\/ul>\n\n\n\n<p>The important thing is that these criteria are in line with the products and services of your organisation.&nbsp;We recommend that you do not exceed 5 representative brackets per variable.<\/p>\n\n\n\n<p>Then, you must assign a score to each criterion of each variable (from 0 to 4, for example).&nbsp;This will give you 3 coordinates that will allow you to place the client (or donor within the framework of an NFP) in your triaxial table.&nbsp;It should theoretically be closer to one of the 9 profiles.<\/p>\n\n\n\n<p>You can also accumulate all the points in order to give an overall rating to each member in order to determine its commercial value for your organisation.<\/p>\n\n\n\n<p>If you wish to evaluate your Member Engagement further, you can adopt the RFM-I score (frequency, recency, monetary value, interactions). You keep the RFM to which you add the purchased product category. This will allow you to work on the up-sale of your members.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-member-engagement-using-rfm-and-crm\">Member Engagement using RFM and CRM<\/h2>\n\n\n\n<p>Because you track when your member last bought, the average regularity with which they use your services, and the average amount they spend, this method can predict potential customer behaviors. When properly analysed, these elements can be used by your sales department to establish the forecast of activity.&nbsp;For the marketing department, this data can allow them to revive a customer and therefore prevent him from disengaging.<\/p>\n\n\n\n<p>As all of the data is contained within the Eudonet&#8217;s solution CRM , you can track your relationship with each member (purchases, interactions, campaigns, etc.) and assign them a score.&nbsp; Thanks to this collaborative tool, you are able to share information about your members so that each department can take advantage of available data. So, at a glance, it\u2019s easy to know specifically what action to take with which member. As part of a campaign, segmentation by RFM score will target an entire group on a given communication.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-even-more-scores\">Even more scores!<\/h2>\n\n\n\n<p>As we said, the RFM score is among the most common when measuring Member Engagement. But maybe it doesn\u2019t suit you? Of course, you can choose the rating criteria that are more relevant to your industry and your business: engagement rate, risk, profitability, seniority, potential, etc.<\/p>\n\n\n\n<p>With the Eudonet CRM, choose your own criteria and automate the rating of your current members and prospects!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>One of the most popular ways to measure member engagement is by utilising RFM scoring.&nbsp; This method owes its popularity to its simplicity, comprehensibility, and ability to enable behavioral predictions of customers by analysing your relationship with them. To get the most out of RFM scoring, we invite you to see how it works in [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":27860,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"","_yoast_wpseo_title":"Track Member Engagement Using RFM Scoring | Eudonet","_yoast_wpseo_metadesc":"With Eudonet, learn how to establish an RFM score: turn raw data into actionable insight, retain and grow your most valuable members efficiently.","footnotes":""},"tags":[],"sectors":[83],"solutions":[93],"class_list":["post-8904","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":{"article_suptitle":"","article_short_desc":"One of the most popular ways to measure Member Engagement is by utilising RFM scoring. This method owes its popularity to its simplicity, comprehensibility and ability to enable behavioural predictions of customers by analysing your relationship with them. To get the most out of RFM scoring, we invite you to see how it works in detail.\r\n","article_caption":"","article_related":[9481,6101,22791],"author_name":"Linda AOUDIA","author_link":"https:\/\/www.linkedin.com\/in\/linda-aoudia-b2b-sales\/","author_photo":24305,"author_bio":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.3 (Yoast SEO v26.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Track Member Engagement Using RFM Scoring | Eudonet<\/title>\n<meta name=\"description\" content=\"With Eudonet, learn how to establish an RFM score: turn raw data into actionable insight, retain and grow your most valuable members efficiently.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.eudonet.com\/en\/resources\/blog\/why-and-how-to-establish-an-rfm-score\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta 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