Let's take a look at how brands use RFM segmentation in marketing.

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When developing a communications strategy, it is important to consider not only RFM segmentation, but also additional customer data, such as their needs, preferences, history of communication with the company, and feedback. This will allow you to create more targeted and effective campaigns for each segment.

To learn more about the possibilities of working with client data in the Carrot quest platform, just leave a request. Our manager will contact you and find a solution for your tasks and budget.

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RFM in mechanics. Let's analyze it on cases

Developer "Strizhi" shares current news with an active audience
It was important for the development company team to collect more leads list of afghanistan cell phone number from current traffic and convert the "active" ones into purchases. According to recency, this is group 1.

To collect requests from users who are ready to buy real estate, we set up a pop-up about the start of sales . In it, we offer to receive a pdf with layouts and prices in new houses.

Pop-up about the start of sales for recency 1
Pop-up about the start of sales on the Strizhi website
Pop-up results:

→ 0.3% — conversion from reading to contact.
→ 98 requests for consultation.
→ 3 sales.
→ 24,081,000 rubles.

Moscow Digital School converts cold audience from advertising
The MDS online school has a high average check and a long transaction cycle. To effectively convert new visitors into applications, the marketing team set up a pop-up with a wheel of fortune.

Wheel of Fortune is a game mechanic where the user spins the wheel and randomly receives a gift, such as a discount or useful materials. To start the wheel, the user is asked to leave contacts. The prize is sent to the email.

The pop-up is shown to a cold audience with advertising and converts almost 10 times more users into leads than other mechanics on the MDS website
22% of users who saw the pop-up left their contacts . 7.8% of them bought the course.

Online boutique Authentica.love brings back users who left at the checkout stage
The brand launched a triggered email chain of three abandoned cart emails. In the emails, they try to regain the customer's attention - first they send selections, and then an additional email.

Users who had added items to the cart but had not completed the order received the first automatic letter two hours later. It encouraged them to return to the site and complete the purchase — reminding them that the selected items were waiting in the cart and might run out.