How to calculate RFM segments from transaction data?

Content interest segmentation uses consumption patterns to infer what topics matter to each subscriber.

Track what they engage with. Which email topics get clicks? Which blog categories do they read? Which resources do they download? Patterns emerge over time.

Build topic affinity scores. Each click on marketing content adds to a marketing affinity score. Enough points and they're tagged as interested in marketing. Decay old signals so the score reflects current interests.

Use explicit preferences too. Preference centers let subscribers tell you what they want. Combine stated preferences with observed behavior. When they conflict, behavior usually wins.

Create content-based segments: "Interested in product updates," "Interested in educational content," "Interested in industry news." Then match content to segments.

Send more of what works. If someone consistently clicks on case studies, send more case studies. If they ignore promotional content but engage with educational material, adjust their content mix.

Content interest segmentation requires tagging your content. Every email, every blog post, every resource needs topic tags. Without consistent categorization, you can't build meaningful interest profiles.