Maximizing Marketing Actions with RFM Analysis: A Comprehensive Guide to 11 Customer Segments

Hrvoje Smolic
Co-Founder and CEO @ Graphite Note


Businesses always need an edge in understanding their customers. RFM analysis is a powerful tool that provides insight into customer behavior by examining three key metrics: Recency, Frequency, and Monetary Value. By utilizing RFM analysis, businesses can identify various customer segments and tailor their marketing efforts accordingly. In this blog post, we'll take a closer look at each customer segment and discuss how to optimize marketing strategies to maximize results.

Overview of RFM Analysis Customer Segments

Champion Customer

Champion customers are the gold standard in any business. They've made recent purchases, ordered frequently, and spent the most. Catering to their needs and preferences is essential for maintaining a strong relationship and driving growth.

Loyal Customer

Loyal customers are the backbone of your business. They order consistently and contribute significantly to your revenue. It's important to nurture these relationships to ensure they remain committed to your brand.

Potential Loyal Customer

Potential loyal customers are a group worth watching. They've recently engaged with your brand and spent a considerable amount, showing great potential for long-term loyalty if nurtured correctly.

New Customer

New customers have just discovered your brand and made their first purchase. By providing a positive experience and highlighting the benefits of your products or services, you can foster long-lasting relationships.

Promising Customer

Promising customers once demonstrated great potential but have recently become less active. A targeted win-back campaign may be just what they need to rekindle their interest in your brand.

Need-Attention Customer

Need-attention customers were once core customers, but their last purchase happened more than four weeks ago. Re-engagement efforts and special offers can help bring them back into the fold.

About-to-Sleep Customer

These customers haven't been active for a while but still show potential. Incentives for returning customers and customer feedback surveys can help re-engage this group.

Can-Not-Lose Customer

Can-not-lose customers were once valuable assets, making large and frequent purchases. However, they've been inactive for some time. Reactivation campaigns and personalized follow-ups can help regain their loyalty.

At-Risk Customer

At-risk customers share similarities with can-not-lose customers but have smaller monetary and frequency values. Offering discounts and highlighting new products can entice them to return.

Hibernating Customer

Hibernating customers made their last purchase a long time ago and haven't engaged recently. Email newsletters and promotional offers can encourage re-engagement.

Lost Customer

Lost customers made their last purchase a long time ago and haven't engaged at all in recent weeks. Remarketing campaigns and incentives for returning customers can help recover some of these lost opportunities.

RFM Analysis (Recency, Frequency, Monetary) segments
RFM Analysis (Recency, Frequency, Monetary) segments

Marketing Actions for Each RFM Segment

A. Champion customer

Champion customers are your best advocates and deserve special treatment. To keep them engaged and reward their loyalty, consider implementing the following:

i. Tailored rewards and incentives: Offer personalized rewards such as bonus points, exclusive discounts, or free shipping based on their purchase history and preferences.

ii. Exclusive offers and events: Invite Champion customers to VIP events, early access to new products, or limited-time promotions that cater to their interests.

B. Loyal customer

Maintaining strong relationships with Loyal customers is crucial for business growth. Keep them engaged with:

i. Loyalty programs and discounts: Implement a loyalty program with tiered rewards, exclusive discounts, or cashback incentives to encourage repeat purchases.

ii. Personalized product recommendations: Use customer data to offer personalized recommendations based on their browsing and purchase history, increasing the likelihood of repeat business.

C. Potential loyal customer

Tap into the potential of this segment by building strong connections early on. Focus on:

i. Engaging onboarding campaigns: Welcome Potential loyal customers with a tailored onboarding campaign that introduces them to your brand and highlights key features or benefits.

ii. Time-sensitive promotions: Encourage swift action by offering limited-time deals, flash sales, or seasonal offers exclusive to this group.

D. New customer

Make a lasting impression on New customers with a strong initial experience. Achieve this by:

i. Welcome emails and discounts: Send a warm welcome email offering a discount or incentive for their next purchase, making them feel valued and encouraging repeat business.

ii. Highlighting benefits of your product/service: Showcase the unique selling points of your offerings, and emphasize how they address the customer's needs and pain points.

E. Promising customer

Win back Promising customers by reigniting their interest in your brand. Focus on:

i. Win-back campaigns: Design a targeted win-back campaign that reminds them of your value proposition, highlights new products or features, and offers tailored incentives.

ii. Retargeting ads: Utilize retargeting ads to remind Promising customers of items they've shown interest in or left in their cart, prompting them to complete their purchase.

F. Need-attention customer

Rekindle the interest of Need-attention customers by showing you value their business. Consider:

i. Re-engagement emails: Craft engaging emails that showcase new products, promotions, or company news, sparking renewed interest in your brand.

ii. Special offers and reminders: Send personalized offers and reminders about abandoned carts or items they've browsed, providing an extra incentive to re-engage.

G. About-to-sleep customer

Prevent About-to-sleep customers from slipping away by addressing their concerns and providing incentives. Achieve this with:

i. Incentives for returning customers: Offer exclusive deals, discounts, or free gifts to entice About-to-sleep customers to make another purchase.

ii. Customer feedback surveys: Request feedback to understand their concerns or reasons for inactivity and use this information to improve your products or services.

Maximizing Marketing Actions with RFM Analysis: A Comprehensive Guide to 11 Customer Segments 6

RFM Analysis in Graphite Note

H. Can-not-lose customer

Win back Can-not-lose customers by demonstrating your commitment to their satisfaction. Consider:

i. Reactivation campaigns: Create targeted campaigns that highlight improvements or new offerings tailored to their interests, along with exclusive incentives.

ii. Personalized follow-ups: Reach out with personalized messages, checking in on their satisfaction and offering assistance, showing that you value their business.

I. At-risk customer

Keep At-risk customers engaged by providing compelling reasons to return to your brand. Focus on:

i. Discount codes and limited-time offers: Encourage At-risk customers to re-engage with your brand by offering exclusive discounts or limited-time promotions.

ii. Highlighting new products or features: Showcase new products, features, or improvements that cater to their interests or address their pain points, demonstrating your commitment to meeting their needs.

J. Hibernating customer

Re-engage Hibernating customers by reminding them of your brand's value and offerings. Achieve this through:

i. Email newsletters with recent updates: Send periodic newsletters featuring new products, company updates, or industry news, keeping your brand top of mind.

ii. Promotional offers to encourage re-engagement: Offer time-sensitive deals, seasonal promotions, or exclusive discounts to incentivize Hibernating customers to revisit your store and make a purchase.

K. Lost customer

Though challenging, winning back Lost customers is possible with the right approach. Consider:

i. Remarketing campaigns: Utilize remarketing campaigns on social media and search engines to remind Lost customers of your brand, showcasing new products or promotions that may pique their interest.

ii. Offering incentives for returning customers: Provide exclusive incentives, such as discounts or free shipping, to encourage Lost customers to give your brand another chance.

By tailoring your marketing actions to each RFM segment, you can maximize customer engagement, drive loyalty, and increase revenue. Remember to continually monitor and adjust your strategies based on customer behavior, ensuring you stay connected with your audience and provide value at every touchpoint.

Don't Miss the AI Revolution

From Data to Predictions, Insights and Decisions in hours. #nocode

No-code predictive analytics for everyday business users.


In this blog post, we explored the concept of RFM analysis and its benefits for targeted marketing efforts. We discussed the various customer segments derived from RFM analysis and provided specific marketing actions to address each segment's needs and preferences. By focusing on the unique characteristics of each group, you can create tailored marketing strategies that resonate with your audience and drive better results.

Implementing RFM analysis in your marketing efforts can help you understand your customers better and allocate resources more efficiently. One way to simplify the process and get started quickly is by using a no-code predictive analytics platform like Graphite Note. With its built-in RFM analysis model, Graphite Note makes it easy for businesses to segment customers and develop tailored marketing actions.

By identifying customer segments and tailoring your marketing actions accordingly, you can forge deeper connections, foster loyalty, and ultimately increase your bottom line. Don't miss out on the opportunity to refine your marketing strategies and make a lasting impact on your customers—start leveraging RFM analysis with Graphite Note today.

🤔 Want to see how Graphite Note works for your AI use case? Book a demo with our product specialist!

You can explore all Graphite Models here. This page may be helpful if you are interested in different machine learning use cases. Feel free to try for free and train your machine learning model on any dataset without writing code.


This blog post provides insights based on the current research and understanding of AI, machine learning and predictive analytics applications for companies.  Businesses should use this information as a guide and seek professional advice when developing and implementing new strategies.


At Graphite Note, we are committed to providing our readers with accurate and up-to-date information. Our content is regularly reviewed and updated to reflect the latest advancements in the field of predictive analytics and AI.

Author Bio

Hrvoje Smolic, is the accomplished Founder and CEO of Graphite Note. He holds a Master's degree in Physics from the University of Zagreb. In 2010 Hrvoje founded Qualia, a company that created BusinessQ, an innovative SaaS data visualization software utilized by over 15,000 companies worldwide. Continuing his entrepreneurial journey, Hrvoje founded Graphite Note in 2020, a visionary company that seeks to redefine the business intelligence landscape by seamlessly integrating data analytics, predictive analytics algorithms, and effective human communication.

Connect on Medium
Connect on LinkedIn

What to Read Next?

The Ultimate Guide to Understanding and Predicting Customer Churn

Discover the secrets to understanding and predicting customer churn with this comprehensive guide.

Read More
The Ultimate Guide to Convolutional Neural Networks (CNN)

Uncover the power of Convolutional Neural Networks (CNN) with our comprehensive guide.

Read More
The Power of Predictive Customer Analytics: Unveiling Insights for Business Success

Uncover the untapped potential of predictive customer analytics and revolutionize your business strategy with actionable insights.

Read More

Now that you are here...

Graphite Note simplifies the use of Machine Learning in analytics by helping business users to generate no-code machine learning models - without writing a single line of code.

If you liked this blog post, you'll love Graphite Note!
linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram