🏷️ RFM segments are available on all Marsello pricing plans.
Identify your most valuable customers
Re-engage at-risk shoppers
Optimize your marketing strategies for stronger ROI
What is Customer segmentation?
Customer segmentation divides shoppers into groups based on shared characteristics. This makes marketing more targeted and effective.
Common types of segmentation include:
Demographic – age, gender, life stage
Geographic – location such as country, state, or city
Behavioral – purchasing patterns, e.g., last purchase date
Marsello focuses on behavioral segmentation through RFM analysis, giving retailers clear insight into customer value and engagement.
Why customer segmentation is important?
Every customer database is diverse, with unique shopping behaviors. Segmentation ensures the right message reaches the right customer at the right time.
How Segmentation helps:
Understand Your Business – Spot best customers, identify those at risk, uncover growth opportunities.
Boost Loyalty – Reward repeat buyers with personalized experiences and exclusive offers.
Enhance Email Marketing – Increase open/click rates with targeted campaigns.
Reduce Costs & Improve ROI – Focus resources on high-value customers for stronger returns.
How does Marsello calculate segments?
Marsello uses RFM analysis, based on:
Recency – How recently a customer purchased.
Frequency – How often they purchase.
Monetary – How much they’ve spent in total.
When you connect Marsello to your eCommerce or POS system, your customer database and order history sync automatically. Segments update daily and refresh instantly when a customer places a new order.
Customer segments overview (Most → Least engaged)
Customer Segments Explained
Best
Your most valuable and loyal customers with the highest lifetime value.
Typical behavior
Purchase frequently within your average buying cycle
Have the highest total spend
Recommended actions
Offer VIP perks and exclusive rewards
Provide personal recognition
Encourage referrals and brand advocacy
Loyal
Repeat customers with strong engagement and spending habits.
Typical behavior
Purchase regularly
Spend consistently, but slightly less than Best customers
Recommended actions
Reward ongoing loyalty
Offer exclusive previews and promotions
Invite them to community events or early access campaigns
Promising
Customers with strong potential to become Loyal or Best customers.
Typical behavior
Have made recent purchases
Have placed 2 or more orders
Show average spending patterns
Recommended actions
Share your brand story and values
Follow up after purchases
Encourage social engagement and repeat visits
New
First-time buyers who are new to your brand.
Typical behavior
Have completed one recent purchase
Recently joined your customer database
Recommended actions
Send welcome and onboarding emails
Create a memorable first experience
Encourage a second purchase quickly
Window Shoppers
Customers who are browsing but haven’t made a purchase yet.
Typical behavior
Created an account
Have not placed any orders
Recommended actions
Send welcome offers or discounts
Share personalized product recommendations
Use onboarding and nurture email sequences
At Risk
Customers showing signs of declining engagement.
Typical behavior
Haven’t purchased in 2 or more average buying cycles
Recommended actions
Launch win-back campaigns
Offer limited-time promotions
Send relevant product recommendations
Cold (formerly Lost)
Inactive customers who are at high risk of churn.
Typical behavior
Haven’t purchased in 4 or more average buying cycles
Recommended actions
Run reactivation campaigns
Highlight new arrivals or product launches
Offer exclusive deals or incentives to return
📝 Note: Segments are mutually exclusive; each customer belongs to only one
segment at a time.
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