RFM, RRM, RFC, CD and Lifecycle describe every contact, every day. In Audiences each of those descriptions is a column you can filter on, so a communication scenario starts from an exact definition: who, in which phase, moving which way, buying what. Build it from conditions in a visual builder. The audience refreshes daily and is measured by the phase moves it produces.
Visual builderpredictions as columnsrefreshed daily
AUDIENCE BUILDER737,031 contactsMATCHED2,512
CONDITIONS · ALL MUST MATCHclick a condition to switch it off
ANDOR
all conditions must match
2,512 / 737,031 (0.3%)
1
LCLifecycle phaseisActivation
5%
2
UNITOrdersis1
84%
3
RFMDays since last orderbetween21 – 45 days
32%
4
ANDOR
any condition in the group
45%
4.1
CDPurchase profileisSkincare
4.2
CDPurchase profileisSkincare (Small)
5
PREDGrowth chance, 8 wksat least25%
69%
6
UNITEmail consentisyes
85%
CONTACTS2,5120.34% of the base
VALUE ADDED+$2.9Mat a 22% response, 52 weeks
SCENARIO GOAL
Activation→Growth+$5,315 per customer
Turn a first purchase into a habit. Customers who place a second order inside the replenishment window move to Growth far more often than those who wait.
From description to definition
Every report you read becomes a column you can use.
The segment reports answer where customers are and which way they are moving. Audiences keep those answers per contact, next to the transaction data and the 8-week prediction. You do not export a segment and rebuild it in the ESP. You combine the descriptions you already trust, and the definition stays live.
LCLifecycle
Which phase the contact is in and whether it is a lead, customer or churned.
Lifecycle phaseMaturityPhase 4 weeks ago
RFMRFM
Recency, frequency and value, with the segment from 4 weeks ago to catch direction.
RFM segmentRFM segment 4 weeks agoDays since last order
RRMRRM
How order value grows since registration.
RRM segmentDays since registrationOrder value
RFCRFC
How widely the customer buys across categories.
RFC segmentCategories bought
CDCD
The purchase profile, and what leads browse before they buy.
Purchase profileLast categoryBrowsed category
PREDPrediction
Probability of each phase move in the next 8 weeks.
Combine any segment, phase, prediction or transaction field with AND and OR, and nest groups as deep as you need. The fourteen below are examples, each aimed at one move between Lifecycle phases.
01Activation→Growth
Second order2,512 contacts · 6 conditions
LCUNITRFMCDPRED
TRIGGERDay 28 after the first order, the usual refill point for the category.
MESSAGERefill of the product from the first order, plus one product from the same CD cluster. No discount.
CHANNELEmail, push reminder 3 days later if not opened.
TRIGGEROnce, on entry to the audience. One reminder after 7 days.
MESSAGETheir strongest CD category first: what is new since their last order.
CHANNELEmail, retargeting for non-openers. Stop after two sends without a click.
05Save→Retention
Can't lose, big spenders1,950 contacts · 4 conditions
LCRFMCD
TRIGGEROn entry to the audience, before the next monthly promotion.
MESSAGEA personal note with a curated set from their top category. No generic sale.
CHANNELEmail, SMS, retargeting with a higher bid for this audience.
06Winback→Activation
Cold leads, one reason17,450 contacts · 5 conditions
LCRRMCDUNIT
TRIGGEROnce. No response in 14 days moves the contact to the suppression list.
MESSAGEOne strong reason to try the browsed category: bestseller, reviews, free returns.
CHANNELEmail. Non-responders are removed from paid social audiences.
07Onboarding→Activation
First order from sign-up860 contacts · 5 conditions
LCRRMCDUNIT
TRIGGERDay 3 and day 10 after registration, cancelled by the first order.
MESSAGEBestsellers from the browsed category, or the abandoned cart with delivery details.
CHANNELEmail, on-site banner for logged-in visits.
08Onboarding→Activation
Zero-order, second chance1,420 contacts · 5 conditions
LCUNITRRM
TRIGGERA week after the refund is processed.
MESSAGEA shade or size advisor for the returned product, with a free exchange.
CHANNELEmail, customer service call for high-value returns.
09Retention→not Save
Refill before they run out14,100 contacts · 4 conditions
LCUNITCD
TRIGGERAt 90% of their own interval since the last order.
MESSAGEOne-click reorder of the last basket, with delivery date.
CHANNELEmail, push for app users.
10Retention→not Save
Champions, first access12,100 contacts · 4 conditions
LCRFMRFCRRM
TRIGGER48 hours before each launch goes public.
MESSAGEEarly access and a sample of the launch in their next parcel.
CHANNELEmail, SMS. Excluded from all discount campaigns.
11Growth→Retention
Men's grooming, next category880 contacts · 4 conditions
LCCDRFCRFM
TRIGGERWith the next grooming order.
MESSAGEA fragrance discovery set matched to their grooming line.
CHANNELParcel insert, email follow-up after delivery.
12Activation→Growth
About to sleep, still warm1,760 contacts · 4 conditions
LCRFMPREDCD
TRIGGEROn entry to the audience.
MESSAGEHow-to content for the product they bought, then the natural next product.
CHANNELEmail series of two, retargeting.
13Winback→Activation
Churned, worth a try2,700 contacts · 5 conditions
LCUNITRFM
TRIGGEROnce. A second send only to those who opened.
MESSAGEWhat changed since they left: new lines in their old category.
CHANNELEmail, paid social lookalike exclusion for non-responders.
14Activation→Growth
Undefined profile, find the fit7,800 contacts · 4 conditions
LCCDUNIT
TRIGGERTwo weeks after the first order.
MESSAGETop products from the browsed category, or a short quiz to find one.
CHANNELEmail, on-site personalisation.
15Build your own audience, shaped to your organisation.Your categories, your data fields, your channels and your goals. We set up the first audiences with your team and connect them to the tools you already send from.Book a demo
Audience sizes and response rates are demonstration data. Value uses the current value per contact of each Lifecycle phase.
Measured like a report
An audience is not a list. It is a flow.
The definition runs every day. New contacts enter as they start to match, and those who leave are counted by where they went. So the result of a scenario is read the same way as every other report: as moves between phases, and the value those moves carry.
01 · DESCRIBEReportsRFM, RRM, RFC, CD and Lifecycle place every contact, every day.
02 · DEFINEAudienceConditions on top of those descriptions and the prediction.
03 · SENDScenarioMessage, moment and channel matched to the definition.
04 · MEASUREPhase movesWho left the audience, and to which phase, day by day.
Second order8 weeks after the first send
W1
W2
W3
W4
W5
W6
W7
W8
Moved to Growth553Left in another direction251Still in the audience1,708Value added+$2.9M
