How to use RFM groups for targeted advertising

Estimated 2 minute read
|
Updated Feb 10, 2025, 6:55 PM EST
You will learn

You will learn

Learn how to improve your customer retention strategy with RFM segmentation by re-engaging customers at risk of churning. By analyzing Recency, Frequency, and Monetary metrics, you can identify customers who may be drifting away from your brand. You can create targeted ad campaigns designed to re-engage these profiles to maintain their interest and loyalty to your brand. 

Before you begin

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.

Identify profiles for targeted advertising 

Identify profiles for targeted advertising 

RFM segments can be used to identify profiles that are good candidates for targeted advertising. 

Recent browsers

Recent browsers

Create the following segment of profiles in the Needs attention or At risk RFM group that have recently browsed your website. 

  • Properties about someone > Current RFM group equals Needs attention
    OR
  • Properties about someone > Current RFM group equals At risk
    AND
  • What someone has done (or not done) > Person has Active on Site at least once in the last 90 days

Segment of Inactive or At risk profiles that have recently browsed your site

After creating this segment, you can sync the audience to your advertising platform to re-engage customers with targeted advertising before they lapse to the Inactive RFM group. 

Recently unengaged 

Recently unengaged 

Create the following segment of profiles in the Needs attention or At risk RFM group that have become recently unengaged. 

  • Properties about someone > Current RFM group equals Needs attention
    OR
  • Properties about someone > Current RFM group equals At risk
    AND
  • What someone has done (or not done) > Person has Opened email 0 times in the last 30 days

Segment of Inactive or At risk profiles that have not opened an email in the last 30 days

After creating this segment, you can sync the audience to your advertising platform to re-engage with recent offers or updates related to your brand. 

Outcome

Outcome

You'll be able to re-engage customers through advertising platforms (e.g., Meta, Google Ads, etc.) to nurture your relationship with them and prevent them from churning. 

Additional resources 

Additional resources 

Getting started with Meta Ads

Getting started with Google Ads

Getting started with Pinterest Audiences

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