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 a 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 can help solidify their connection with your brand, build a deeper sense of community, and increase their lifetime value.

Before you begin

Before creating the segment, check that your RFM report is populated. For a Placed Order metric, you need at least 500 customers who have ordered, 180 days of order history, at least 1 order in the last 30 days, and at least 1 customer with 3 or more orders. See the RFM report requirements.

Create a nurture flow for RFM champions

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

1. Navigate to Personalization > Customer insights and select the RFM analysis tab.
2. Scroll to find the RFM segments card and select Create segment.
   If you see Generate segments instead, go to Audience > Lists & segments and select Create > Segment.

3. Name your segment and apply any tags if relevant. If a Create segment panel opens, click Create segment after entering these details to open the segment builder.
4. Set the following definition for your segment:
   
   Properties about someone > Current RFM group equals Champions
   If your RFM properties include a model name, choose the Current RFM group property for the model you want to use.

5. Click Create segment to save your segment.

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 Use template.
6. Customize your flow emails, including sender details, subject lines, and content. Review the flow’s time delays and conditional splits before turning it on.
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 Review and turn on in the upper right, or Update status if your flow has already been activated. Set Flow status to Live to send messages automatically. If you’d like to review and send messages manually for each profile that enters the flow, select Manual.
9. Under Flow status options, select Update status now, then click Save.

The flow is triggered when someone joins your Champions segment after it is set to Live or Manual. Turning it on does not automatically add existing segment members. To include eligible existing members, add past profiles to the flow.

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 providing incentives to leave reviews for products they have purchased.

Additional resources