No matter your customer base or buying cycle, one thing is clear: using Klaviyo Advanced KDP or Marketing Analytics the right way delivers results. Across our customer base, we’ve seen brands get more sophisticated and creative, but they all follow the same proven framework to drive impact. Here's how you can move the needle for your brand:
- Choose specific RFM groups to focus on.
- Trigger automation when a customer enters that specific RFM group.
- Optimize engagement with key one-off campaigns.
- Continuously iterate.
How Ruffwear drove revenue and improved margins:
Ruffwear aimed to increase customer lifetime value but had already implemented nearly every retention best practice. "Our email program was pretty substantial," says Natalie DeRatt, Ecommerce Communications Coordinator. "We had a ton of flows doing all sorts of things." To elevate their strategy, Ruffwear turned to Klaviyo Advanced KDP using the following framework. Read Ruffwear’s full case study.
1. Focus on Key Segments: They targeted Needs Attention and At Risk customers to re-engage and drive growth.
2. Trigger automation when a customer enters a specific RFM group: A segment-triggered retention flow is sent when customers enter these cohorts. Personalized by purchase history, it recommends bestsellers they haven't bought yet. "These flows perform really well," notes DeRatt.
3. Optimize engagement with key one-off campaigns: After the automation is set, Ruffwear often sends campaigns about major sales and bestselling SKUs to an engaged segment plus Needs attention, At risk, and Inactive RFM segments—to reach more of the list and try to re-engage those cohorts.
4. Continuously iterate: Ruffwear uses Klaviyo Advanced KDP's funnel analysis to track giveaway sign-ups and eventual purchases, discontinuing programs that might attract signups but don’t drive revenue.
How Beantown Coffee turned casual coffee consumers into connoisseurs:
Beantown Coffee wanted to boost repeat purchases and brand advocacy among their top customers. Here's the framework they used to succeed:
1. Focus on key RFM segments: Beantown focused on their Champions and Loyal customer segments to nurture those most likely to make repeat purchases and advocate for the brand.
2. Trigger automation when a customer enters a specific RFM group: When customers entered these cohorts, Beantown triggered VIP program invites. For customers not yet signed up for SMS, they offered bonus points as an incentive to sign up.
3. Optimize engagement with key one-off strategies: Champion and Loyal customers were given early access to new blends and VIP discounts through SMS, driving higher engagement and repeat purchases.
4. Continuously iterate: Beantown tracked conversions from one-time buyers to Loyal customers using the conversion overview dashboard. They refined their messaging based on where conversions stalled (e.g., a drop in customers purchasing three times versus four times within six months).
How NANI Skincare boosted retention rates using RFM segmentation:
NANI Skincare leveraged RFM segmentation to enhance retention among Recent customers. Here’s how they did it:
1. Focus on key RFM segments: NANI identified their Recent segment through RFM analysis—customers who purchased recently but hadn’t yet become brand advocates. They saw an opportunity to nurture this group toward advocacy.
2. Build automated, relevant outreach that speaks directly to the customer’s journey and buying behavior: NANI developed automated email and SMS flows tailored for Recent customers, including personalized skincare routines, exclusive discounts, and review requests to reinforce product value and keep the brand top of mind.
3. Optimize engagement with key one-off strategies: They revamped their website landing page to feature a targeted form inviting Recent customers to join their loyalty program. Signing up offered a discount and bonus points for SMS enrollment. To boost site visits, NANI also ran targeted Meta ads directing Recent customers to their site.
4. Continuously iterate: Each strategy aimed to convert Recent customers into Loyal buyers. By using funnel analysis, NANI identified drop-off points in the customer journey, enabling ongoing optimization.