You will learn
Learn how to use RFM values and customer groupings as properties in your segments. Using RFM properties in a segment is useful for creating segment-based recommendations in your marketing content. For example, you may want to provide discounts to some of your current At Risk or Inactive customers, or use cross-selling content with customers in your Recent group.
For information on how to use RFM segments in campaigns or flows, head to our strategy guide.
Klaviyo CDP is not included in Klaviyo’s standard marketing application, and a CDP subscription is required to access the associated functionality. Head to our billing guide to learn more about adding this functionality to your plan or get started if you are a new customer.
Recent report updates (as of 5/2/2024)
As of May 2, 2024, the RFM report is rolling out new properties and settings. Please review the information below for existing and new customers using CDP.
Existing customers using Klaviyo CDPExisting customers using Klaviyo CDP
Profile properties changes
The RFM report will have 3 new properties. The first 2 properties shown in the chart below can be used in segments.
Beginning on May 2nd, 2024 Klaviyo will introduce the new properties noted in the table below. Then on May 21st, Klaviyo will automatically update your segments to use these new properties and remove the old property values. It is recommended that before the 21st, you manually adjust any of your items using the old properties (e.g., in reports, flows, templates, forms, etc.).
| Old property | New property | What does it measure? | Additional considerations |
|---|---|---|---|
| $current_month_rfm_group | Current RFM group | The RFM group the profile currently belongs to. | |
| $previous_month_rfm_group | Previous RFM group | The most recent different RFM group, the profile belonged to prior to their current RFM group. | Until a profile’s RFM group changes, their Previous RFM group will show as Unknown. |
| N/A | RFM group last changed | Timestamp of when the profile transitioned from Previous RFM group to Current RFM group. This will only appear when a profile changes its RFM group. |
When profile properties refresh
Additionally, RFM properties are refreshed every night instead of the 1st of the month. This means that Klaviyo will check for updates every 24 hours, and if these RFM properties have changed on a profile, you will see these changes reflected.
Keep in mind that the RFM dashboard updates immediately while the changes on a profile record update every 24 hours. Thus, you may see differences in numbers per RFM group in the dashboard that are not yet reflected in your profiles.
New customers using CDPNew customers using CDP
New customers just getting onboarded to CDP on or after May 2, 2024 date do not need to worry about transitioning to the new profile properties, as these will already be standard.
Additionally, keep in mind that you may see the Unknown status for Previous RFM group when onboarding or when updating your RFM model while the model calculates Current RFM group and detects the prior state.
Setting up a segment with RFM propertiesSetting up a segment with RFM properties
From within RFM Analysis:
- If you are a CDP customer, navigate to CDP > Intelligence > Customer insights > RFM analysis.
- Scroll to find the RFM Segments card and click on Create segment.
- Once inside the segment builder name your segment and add any applicable tags from the Tags dropdown.
- In the Definitions dropdown, choose Properties about someone.
- Under the Dimension dropdown, find or use one of the two RFM options:
Current RFM group
The RFM group the profile currently belongs to.
Previous RFM group
The most recent different RFM group, the profile belonged to prior to their current RFM group. - Use the Equals dropdown to have RFM equal or not equal a certain group. For example, you may use doesn’t equal Champion to target all customer groups besides Champions.
Learn more about segment conditions and how to use them. - Use the dimension value to find and choose the particular customer RFM group. By default, the data output Type will be Text. Leave this as Text so that the property works correctly.
You can also choose to use And or Or connectors to tailor your segment further. For example, you may just want to target Inactive and At Risk groups. - Once your segment is complete, click Create Segment.
Additional resources
Getting started with the recency, frequency, and monetary (RFM) analysis report
Understanding scoring and customer groups in the recency, frequency, and monetary analysis (RFM) report
How to strategically use RFM properties in campaigns and flows