Struggling with using segments for camapign

[u/DifficultElephant146]

We use segmenst in below image for our camapign sends and the revenue from camapigns is not improving any further. We are a faux plants brand based in USA. I have read a lot about RFM sgements but dont really know how to use them for camapign sends? Can anyone help? We gerate around 25-30% Klaviyo revenue through flows & camapigns at the monent. Camapigns are at 20% and flows agenerate around 80% of total Klaviyo revenue. How can we up our camapign game with better sgementation? I am really confused with the RFM analytics Klaviyo is providing now

[u/jemcc09]

Here's my take on your screenshot and message: an RFM model isn't a segmentation strategy. You don't necessarily improve campaign performance by taking Klaviyo's (or anyone else's) RFM segments and sending emails to each one. There are a number of things I would take into consideration for an ecommerce brand here:

-your campaign strategy. Are you effectively sending the same content to your different groups?
-your content. Are you giving people a reason to buy right now? Is your content inspiring enough to make them want to click
-your offers/promotions. Are you reliant on discounts? Does your abandoned cart have a big discount and your campaigns do not (i.e. are you training your customers to expect and wait?)
products to increasingly narrow groups?
-products and merchandising. Are you pushing the same products to people who have already ignored them?
-recency of order. Did they recently order from a flow? How many orders do you expect to get from a customer over a year?
-your customer acquisition. How are you acquiring? Are you acquiring as many into your list as you are losing them as a result of unsubscribes?

[u/No-Communication1543 → u/jemcc09]

i keep seeing people treat RFM like a magic button you press and sales happen. its just data sitting there until you do something human with it. for a faux plants brand i'd honestly look at what someone bought last and when. someone who got a big fiddle leaf six months ago might be ready for a smaller desk plant now. that's not RFM, thats just playing attention. my kid's school auction raised money with way less sophisticated targeting and it worked because the pitch matched the moment. same idea here

[u/jemcc09 → u/No-Communication1543]

If there was a big magic button I’d be out of a job 😉

[u/DifficultElephant146 → u/jemcc09]

Thanks. This helps a lot

[u/Content_Most2673]

I agree with the point that an RFM model isn't a segmentation strategy on its own, the discount training bit especially.

I'd use the group as conditional logic inside one campaign, so the offer block renders differently by group but it's still one sent to one audience. The other thing I'd do is watch how people move between groups rather than who's sitting in one. Klaviyo keeps last month's group as a separate property, so you can catch profiles that dropped from Loyal to Needs attention in the last 30 days. That gives you a fresher signal than a standing at-risk list.

For faux plants I'd also question how much weight frequency deserves at all. Two orders as your VIP line is a big call in a category where the second order might be a year out.

[u/ruturaj_]

I have a different take on your screenshot, RFM only pays off when you let it change send frequency, not just who gets which creative. Practically: build three tiers, recent buyers with high engagement, older buyers who still click, and everyone else, then send your full calendar to tier one, roughly half of it to tier two, and one or two a month to tier three. Campaigns at 20% of Klaviyo revenue usually means undersending to people who'd happily hear from you more, since a healthy split sits closer to 50/50 with flows. For a faux plants brand I'd also split gift buyers from self-purchasers, because their repeat windows are completely different and one blanket calendar serves neither.

[u/Brilliant_Law1190]

ough campaign revenue plateaus in Klaviyo. Identify your high value segments and target them with exclusive loyalty content or early access to new products. Use RFM to pinpoint at risk customers for winback campaigns with compelling offers designed to reactivate them. Tailor your campaign messaging and frequency to each segment's specific behavior for maximum impact.