Before you get started
Here are some key details to note about RFM Segments:
RFM segments are groups of customers which are determined by
Recency - when the customer last made a purchase
Frequency - how many purchases the customer has made
Monetary - how much money the customer has spent
When you connect Marsello to your eCommerce or POS site(s), your customer database and order history (last purchase date, total spend, number of orders) syncs into Marsello and distribute customers across the 6 RFM segments appearing on your dashboard.
What RFM segments can I find in Marsello?
Best: ordered recently, ordered the most often, and spent the most!
Loyal: ordered recently, ordered often, spent good money.
Promising: ordered recently, ordered more than once, and spent an average amount.
New: made their first order recently.
At risk: haven't ordered recently.
Lost: haven't ordered in a very long time.
📝 Note: These segments are mutually exclusive, meaning that each customer can only be in one segment at one time.
Extra eCommerce segments:
Window Shoppers: has a store account and has never made an order.
Why are RFM Segments important?
RFM Segmentation can help:
Understand your business better: know who your best customers are, who is about to slip away, and better identify growth opportunities.
Improve customer loyalty: identify your loyal and best customers, and continue to grow these relationships. Identify your repeat customers – these customers have the potential to turn into loyal customers. Ensure their experience with your store is positive and memorable, then following up with timely emails and promotions will grow your relationship and encourage them to shop again.
Improve your email marketing: send targeted emails to specific segments and get better results. Customers are more likely to engage with targeted emails, increasing open rates and click-through rates, and resulting in decreased negative reactions to your emails; this, in turn, increases conversion.
Minimize marketing costs and improve ROI: identify valuable customers and focus their marketing efforts. Un-targeted marketing campaigns can be costly and ineffective. Identifying key customer segments and using their data to create relevant and targeted campaigns will reduce costs and increase conversion.
Marketing to your Best customer segment
Customers in the best customer segment are your most valuable and with a little extra attention, you can turn them into life-long champions of your brand. You'll find marketing suggestions to help you along the way in your Marsello dashboard.
Connect with your best customers via the Reward your best customers email automation
Encourage your best customers to keep shopping with you with an email flow that perfectly times product recommendations and a discount over three emails for best results. Turn on the Reward your best customer flow under Automation.
Reward your best customers with a loyalty program
Encourage your best customers to keep shopping with you. Reward points for spend, product reviews, sharing on social media, and more. Create a beautifully branded Loyalty program here.
Connect with your best customers via VIP tiers in your loyalty program
Reward your best customers even more with a tiered VIP program to show them you value them. Add tiers to your program under VIP program.
Connect with your best customers by adding a Referral program to your loyalty program
Your best customers can be your most powerful marketing asset. Encourage them to tell their friends about your store with a referral program to help you acquire more like-minded customers. Add a Referral program to your Loyalty program under Loyalty > Referral program
Marketing to your loyal customers segment
Your loyal customers are those who have ordered recently, order often, and spend good money with you. These customers are a valuable segment and with effective targeted marketing, you can turn them into your best customers. You'll find marketing suggestions to help you along the way in your Marsello dashboard.
Reward loyalty customers with a loyalty program
Encourage your Loyal customers to keep shopping with you. Reward points for spending, product reviews, sharing on social media, and more. Create a beautifully branded Loyalty program here.
Connect with loyalty customers with a VIP tiers within your loyalty program
Reward your loyal customers even more with a tiered VIP program to show them you value them and encourage them to become your best customers. Add tiers to your program under Loyalty tiers.
Delight loyal customers on their birthday via the Say happy birthday automation
Delight your loyal customers with a special birthday offer or cheerful message to get them shopping. Automate the Say happy birthday email. Turn on the Say happy birthday flow under Automations.
Add a Referral Reward to your Loyalty Program
Your loyal customers can be a powerful marketing asset. Encourage them to tell their friends about your store with a referral program to help you acquire more like-minded customers. Add a Referral program to your loyalty program under Loyalty > Referral program
Marketing to your promising customer segment
Encourage your promising customers to keep shopping with you. Reward points for spend, product reviews, sharing on social media, and more. Create a beautifully branded Loyalty program here.
Build Relationships with promising customers on their birthdays
Delight your promising customers with a special birthday offer or cheerful message to build a loyal relationship and get them shopping. Turn on the Say Happy Birthday email under Automation.
Marketing to your New customer segment
This segment provides a huge opportunity to market to an audience you know are interested in your products and likely to shop again if they have a good experience and the right marketing. You'll find marketing suggestions to help you along the way in your Marsello dashboard.
Connect with new customers via the Thank first-time customers automation
Say thanks to new customers and make a great first impression. Bring first-time shoppers back a second time with the automated Thank first-time customers email. Turn it on under Automation.
Encourage more orders from your new customers with a Loyalty Program
Encourage your new customers to keep shopping. Reward points for spending, giving customers a reason to shop with you over the competition. Create a beautifully branded Loyalty program here.
Marketing to your At-risk customers segment
Your at risk customers are those who haven't ordered recently. This segment needs your attention. Customers here are at risk of slipping away and forgetting about you. It's not all doom and gloom though. You'll find marketing suggestions to help you win them back in your Marsello dashboard.
Connect with At-risk customers via the Win back lapsed customers automation
Bring back customers who haven’t shopped in a while with an automated email flow designed to win them back, perfectly timed with product recommendations and a discount across three emails. Turn on the Win back lapsed customers flow under
Connect with At-risk customers via your loyalty program and feedback collection
You can learn a lot from customers who might fall into the at-risk segment. Turning on a Loyalty program here gives you the chance to enable automated Feedback Collection after every purchase. Collect private customer feedback and turn unhappy customers around by responding with a personal message and offering loyalty points. You can turn Feedback on here.
Marketing to your Lost shoppers segment
Your lost customers are those who haven't ordered in a very long time. You've likely lost this segment, but it's still worth having a last attempt to try to win them back. You'll find marketing suggestions to help you win them back in your Marsello dashboard.
Connect with lost customers via the Win back lapsed customers automation
Bring back customers who haven’t shopped in a while with an automated email designed to win them back, perfectly timed with product recommendations and a discount across three emails. Turn on the Win back lapsed customers flow under Automation.
Connect with lost customers via your loyalty program + feedback collection
To prevent customers from falling into the lost segment, turning on a Loyalty program here gives you the chance to enable automated feedback collection after every purchase. Collect private customer feedback and turn unhappy customers around by responding with a personal message and offering loyalty points. You can turn Feedback on here.
Marketing to your Window shoppers segment
Encourage window shoppers to place an order with a Loyalty program. Having a loyalty program can be the sticking point that encourages a window shopper to make an order with you, over the competition. Reward points for spending, giving customers a reason to shop with you over the competition. Create a beautifully branded Loyalty program here.
Marketing to your abandoned shoppers segment
📝 Note: The Recover Abandoned Carts Automation is available only for Shopify stores.
Recover abandoned orders with a series of great-looking automated emails. Pull through product images from their cart and a button that takes them back to complete their order. Turn on the Recover abandoned carts under Automation.