Hi! Great questions, I hope this helps:
- Here’s a full breakdown of the how customers are sorted into the Klaviyo CDP’s RFM cohorts, as well as short descriptions: https://help.klaviyo.com/hc/en-us/articles/17797937793179 -- remember that you can also customize the scoring model on the RFM analysis page (help doc here: https://help.klaviyo.com/hc/en-us/articles/17797889315355)
- Klaviyo’s predictive analytics can help mitigate churn, especially using our predicted date of next order to trigger a flow (more resources here: https://academy.klaviyo.com/en-us/courses/mitigate-churn-with-predictive-insights-and-custom-clv/1791769).
- Beyond that, we strongly recommend developing post-purchase sequences based on insights from the Klaviyo CDP product analysis, including timing and likely follow-up purchases -- read up on it here: https://www.klaviyo.com/blog/level-up-post-purchase-behavior-strategies-product-analysis.
- Keep an eye on this space! In the next few months, we’ll be launching more ways to trigger flows that drive repeat purchases.
- To learn more about customer purchase cycles, here are a few ways to get started:
- The RFM analysis provides a great median performance chart, where you can drill into the typical purchase behavior of each cohort (which is ultimately how we recommend grouping customers based on their purchase behavior).
- Another way to look at seasonality of purchase behavior is the conversion overview dashboard -- you can now filter by segment, so you can see trends over time, as well as repeat purchase volume and average order value: https://www.klaviyo.com/blog/klaviyo-conversion-overview-dashboard
- Keep an eye on this space too! We’re launching a cohort report that will help you visualize customer behavior over time, such as when someone returns to purchase after an event like subscribing to email or a prior purchase. Here’s a webinar recording where we highlight some examples of how it’ll work: https://www.bigmarker.com/klaviyo-marketing/Klaviyo-CDP-new-features
