RFM segments for a small shop: who to email this week

RFM stands for recency, frequency and monetary value. It sorts customers by how recently they bought, how often they buy and how much they spend.

A simple scoring method

1. Score each customer 1 to 5 on each of R, F and M, with 5 the best.
2. Combine them, for example 5-5-5 is a top customer.
3. Group similar scores into segments.

Segments worth acting on

• High F and M, low R: good customers drifting away. Send a personal note.
• High R, low F: new buyers. Help them buy a second time.
• High everything: your best customers. Ask for reviews and feedback.

In VirtualPA

VirtualPA includes RFM segments, cohort retention, customer lifetime value and frequently bought together, built from your shop data. Read the dashboard tour.

Measuring email? The Braivex guide to Klaviyo open rates after Apple Mail Privacy Protection explains why clicks and revenue matter more than opens. Asking top customers for reviews across shops? Loculens tracks the replies.

Emails for each segment

• Drifting regulars: a personal note from the owner, no discount at first.
• New buyers: care tips or a guide to using what they bought, then a product that pairs with it.
• Top customers: early access to new stock and a request for a review.

Hiring help for busy seasons? HireSieve screens CVs with a quoted line behind every score.

More from Braivex

• ReelSieve turns an Airbnb listing link into a walkthrough video saved to your own Google Drive.
• Housieve scores London listings from Rightmove, Zoopla, OnTheMarket and Gumtree every morning.
• Loculens brings every branch's Google reviews into one dashboard, with reply drafts a person sends.
• HireSieve screens CVs for UK hiring teams, and every score quotes the CV line behind it.
• Reachwyn plans a week of LinkedIn posts in your own voice, and nothing publishes until you approve it.

Read more guides on the Braivex blog.