[Part 2 in our series on eRFM: engagement, recency, frequency, and monetary value.]
When engagement and purchase data come together, growing brands move past reporting and into strategies that actually drive sales, loyalty, and repeat purchases.
Running a growing ecommerce or retail brand means you’re swimming in data—website clicks, email opens, order history, loyalty activity. But let’s be honest: most platforms keep all of that data in silos. One dashboard shows you engagement. Another shows you sales. And none of it tells the full story.
That’s not intelligence—that’s noise.
The real edge comes when you unify those signals into one customer view that shows not just what happened, but what’s likely to happen next.
That’s exactly what Maropost Marketing Cloud delivers: a way to connect engagement and purchase data so you can see your customers clearly, act faster, and grow smarter.
From insights to action
At the center of this approach is eRFM—Maropost’s evolved version of RFM (Recency, Frequency, Monetary), with Engagement added in.
Traditional RFM helps you know who buys, how often, and how much. eRFM takes it further by showing you who’s actually engaging with your brand—even before they buy.
Here’s what that unlocks for retailers:
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Unified view: Purchase and engagement data combined, so you know not just who spent, but who’s most likely to spend next.
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Smarter segmentation: Create groups based on behavior, not just demographics, so campaigns are laser-focused.
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Predictive insights: AI models spot churn risks, VIPs, and win-back opportunities you’d otherwise miss.
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Lifecycle marketing: Messages, offers, and timing adapt to each customer’s stage in the journey.
This isn’t about nicer reports. It’s about making better moves:
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Retention: Catch slipping customers before they’re gone.
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Growth: Double down on your best buyers with loyalty perks and VIP offers.
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Expansion: Spot trends across segments to launch new products or target new audiences.
The advantage for growing brands
With eRFM, every new click, open, and purchase makes your system smarter. Segments update automatically. Campaigns get sharper. Personalization feels natural, not forced.
And the results don’t take years—you see quick wins that stack into long-term growth.
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Customers notice more relevant messages.
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Repeat purchases rise as timing and offers match real behavior.
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Marketing dollars stretch further because you’re focused on the right people.
The future of retail growth is intelligence-driven
For mid-market ecommerce and retail brands, this isn’t just about keeping up—it’s about standing out. When you unify engagement and purchase analytics through eRFM, you turn your customer database into a growth engine.
While competitors chase vanity metrics, you’re building loyalty, driving repeat purchases, and creating an advantage that keeps compounding.
Because the brands that win tomorrow won’t just be data-driven. They’ll be intelligence-driven.
See eRFM in action. Check out our webinar: From data to dollars: how to turn your customer database into a growth engine to learn how eRFM powers real-world revenue growth.