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Flow: approaching customers with lots of small purchases (with RFM)
Flow: approaching customers with lots of small purchases (with RFM)

This article tells you how to set up an email flow for approaching customers with lots of small purchases, thanks to RFM.

Francine avatar
Written by Francine
Updated over a week ago

In our best practices I give you examples of flows you can use in your email marketing. Copy the flow exactly or get inspired, and design your own flow completely. In this article: approaching customers with many small purchases (with RFM).

❗️ Note that a customer can be in multiple flows at the same time. Want to activate multiple flows? Align entry conditions or exclude profiles from other flows using a segment. This is not taken into account in the best practices.

πŸ’‘ New to the world of flows? Then read our article on the basics of email flows first.

Settings flow: targeting customers with many small purchases

With RFM, you easily filter on three values of a customer: how recently he made a purchase with you, how often he makes a purchase with you and how much money he spends with you. Thanks to an RFM score, you do not have to figure out for yourself what a high customer turnover is for your webshop, for example. Reloadify does this for you! This way you can easily separate loyal customers from promising customers and approach them separately.

In this example, I want to approach the profiles with many small purchases. These customers are already loyal, but: they spend small amounts. As filter rules I add:

  • Recentness score is greater than or equal to 4;

  • Frequency score is greater than or equal to 4;

  • Monetary score is equal to 1;

  • Last order is equal to 21 days ago.

In my flow, I send profiles a one-time proposal. Therefore, profiles may only enter once.

Flow set up for customers with lots of small purchases

The profiles with many small purchases I offer to become a member of a VIP club. VIP customers receive a 10% discount on orders from €100 in my webshop. In this way I hope to persuade this group of customers to make larger purchases from me. After 7 days I check if they have signed up via a form on my VIP landing page.

Haven't they signed up? Then they get a reminder, and after another 7 days a second reminder.

πŸ’‘ I approach the customers who sign up for the VIP club with a trigger, which goes off thanks to the line "has completed form on landing page X."

My flow for customers with many small purchases looks like this (click on the image to enlarge it):

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