How to create a nurture flow for recent RFM customers

Estimated 2 minute read

Updated Jan 15, 2025, 6:54 PM EST

Learn how to create a nurture flow for customers in the Recent RFM group. This flow can help to turn one-time shoppers into recurring customers by automatically contacting them at key moments, and help to boost your repeat purchase rates and increase customer 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 Recent customers. To create this segment:

Navigate to CDP > Intelligence > Customer insights > RFM analysis.
Scroll to find the RFM Segments card and select Create segment.
Name your segment and apply any tags if relevant.
Set the following definition for your segment:

Properties about someone > Current RFM group equals Recent

Set up your flow

You can quickly create a nurture flow for Recent RFM customers using the prebuilt flow in the flow library.

Navigate to the Flows tab.
Click Create Flow.
Search for and select Nurture recent customers in the flow library.
Name your flow and select the segment you just created for profiles in the RFM Recent group.
Select Create flow.
Customize your flow emails.
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.
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.
Once you have set your flow status, click Save.