Email
What is RFM?
Recency, Frequency, Monetary
DEFINITION
RFM is a customer segmentation framework scoring customers by Recency of last purchase, Frequency of purchases, and total Monetary value.
Why RFM matters
Built into Klaviyo and most email platforms. Segments customers into VIPs, At Risk, New, Lost, Churned. Powerful for lifecycle messaging — different emails to each group.
Common questions about RFM
What is RFM?▾
RFM is a customer segmentation framework scoring customers by Recency of last purchase, Frequency of purchases, and total Monetary value.
Related terms
Need help applying RFM to your business?
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