Now that we have a better understanding of what RFM optimization is, let's take a look at the benefits it offers to online businesses. RFM optimization allows businesses to personalize their marketing based on customer behavior. By understanding the recency, frequency and amount of purchases, you can create tailored marketing campaigns that specifically target the needs and preferences of each customer segment. By more precisely targeting customers who are most likely to buy, you can reduce marketing costs. You don't need to waste resources on campaigns that aren't relevant to certain customer segments.