How to create a nurture flow for RFM champions

You will learn

Learn how to strengthen your relationships with your most loyal customers by creating an flow that celebrates profiles in your RFM Champions group. This flow targets those who consistently support your brand, reaching them with timely messages of appreciation and exclusive offers. This continues to solidify their connection with your brand, driving a deeper sense of community and increasing their lifetime value.

Before you begin

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.

Create a nurture flow RFM champions

If you have not already done so, you will first need to create a segment that includes your Champion customers. To create this segment:

1. Navigate to CDP > Intelligence > Customer insights > RFM analysis.
2. Scroll to find the RFM Segments card and select Create segment.
   
3. Name your segment and apply any tags if relevant.
4. Set the following definition for your segment:
   
   Properties about someone > Current RFM group equals Champions
   

Set up your flow

You can quickly create a nurture flow for Champions using the prebuilt flow in the flow library.

1. Navigate to the Flows tab.
2. Click Create Flow.
3. Search for and select Reward recent champions in the flow library.
   
4. Name your flow and select the segment you just created for profiles in the RFM Champions group.
   
5. Select Create flow.
6. Customize your flow emails.
7. Optional: if you want to add additional messages to your flow, add another time delay between them. Make sure this is at least 2-3 days after your last message.
8. When you are done creating your flow, click Update status in the upper right and select Live. If you’d like to manually approve sends to each profile that enters the flow, select the Manual status.
9. Once you have set your flow status, click Save.

Additional opportunities 

Since profiles in the Champions RFM group are some of your most loyal customers, consider the following additional opportunities to drive further engagement with them.

• Do they have an active subscription?
  If your brand offers a subscription and there are profiles in the Champions group that are not utilizing it, consider providing incentives for them to purchase a subscription.
• Are they a loyalty member?
  If your brand offers a loyalty program and there are profiles in the Champions group that are not members, consider asking them to sign-up to take advantage of the additional benefits. 
• Have they left a review?
  If you have profiles in the Champions group that have not yet left a review, consider requesting reviews from them or provide incentives to leave reviews for products they have purchased. 

Additional resources

Getting started with Klaviyo's CDP

How to strategically use RFM properties in campaigns and flows