For those who don't know what the RFM matrix is and how to use it ->
The RFM matrix is used to create custom audiences based on customer behavior with respect to the site (very useful for ecommerce).
The segments are created on 3 elements, Recency (R) the last time he made a purchase, Frequency (F) how many times he reiterated a purchase in the reference period, Monetary (M) the total value of all transactions of the customer.
These 3 elements are then numbered from 1 to 5, 5 being the highest / best grade.
In this matrix you will therefore find segmented customers of the group
Let's try to analyze 3 segments to understand who they are and how we can use them
445-> Customer who has purchased relatively recently, who has made many orders in the reference period and who is among the most profitable in the business.
We can reward them with exclusive offers or do activities to maintain and increase "brand loyalty" by thanking them personally.
253-> Customers who have not bought for some time but who have been very profitable in the past, somehow have not made purchases anymore. You have to do some activities to lead to a new purchase and potentially make him a "loyal" customer who will use the brand as a reference point for his needs in the future.
412-> He is a new customer who has recently purchased, he has yet to know the brand better and still has to be "used" to buying from our e-commerce.
At this moment we may not care so much about the margin on the single transaction but we are more interested in making him repeat various purchases to "educate" him.
My question is this: How can we segment users on Klaviyo on the basis of a scoring and assign them tags that will update from time to time?
Is there any type of guide that allows us to segment users based on this matrix?
To better understand and deepen:
You have the ability within Klaviyo’s segment builder to identify these audiences based on their purchasing behavior. I’ve listed a few examples below:
Here are a few help center articles that are somewhat related to what you were asking about:
I hope this helps!