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In general, RFM scoring is based on life to date totals. It is often asked whether it would improve RFM scoring to shorten up the time frame.

The concept is that if Recency is so powerful, perhaps we should consider only the recent behaviour of the past few years. An excellent suggestion but fraught with danger.

The basic concept again is quantifying behaviour for the purpose of customer segmentation. It is obvious that high RFM customers are easily identified. The true challenge is to identify viable customers beyond the 12 month window.

Should any of them be mailed?

Certainly some should - those who have spent a considerable sum and those who have ordered more than once (or perhaps twice). To gain this wider perspective, it requires that all available customer history be analysed.