Email is a basic element of our communications with the customers who visit our website or eCommerce which, if used well, allows us to increase sales and traffic. To help achieve these objectives, we can use the segments of the RFM analysis model to carry out a differentiated strategy according to the importance of the customer.
In this article, you’ll learn how to create an email campaign according to RFM.
Objective: Conversion.
Difficulty: Intermediate.
When to use it: In any email campaign.
This strategy is part of our pool of templates. To implement it in your account, access your Connectif account and go to “Workflows Create new workflow”. In the Create from template section, enter the name of the workflow in the search engine (Recommended products campaign based on RFM) then click Select and Create.
How it works
To carry out the send according to the segment in which the contact is located in the RFM model, we will check if a contact belongs to one of the three segments previously created to identify whether its RFM is high, medium or low.
- If they belong to the High RFM segment, the email with the Upselling strategy is sent to them.
- If they don’t belong to the previous segment, the strategy checks if they are included in the Medium RFM segment, in order to send the Cross Selling strategy email.
- If they do not belong to any of the above segments, we check if they are part of the Low RFM segment, in order to send an email with the Best Sellers of the last month.
Workflow configuration
Before configuring your workflow, create the following elements:
- The dynamic plus segment of High RFM shoppers, to group the contacts to whom you want to send the Upselling email.
- The dynamic plus segment of Medium RFM shoppers, to group the contacts to whom you want to send the Cross Selling email.
- The dynamic plus segment of Low RFM shoppers, to group the contacts to whom you want to send the Best Sellers email.
- Three emails, for each of the cases.
- A decimal-type custom field with a default value of "0", minimum amount of "0" and "Comma (,)" decimal delimiter character.
STEP 1. "Start" node
(In this node, you’ll set the target audience for the action).
1. Click (Edit node settings) for the “Start” node.
2. Under Select limitation, check "All my list" and select "Contacts with email".
3. Under Select data source, check “All existing”.
4. Click Update.
STEP 2. First "Is in segment" node
(This node will check if the contact belongs to the first Dynamic Plus segment created, for Low RFM)
5. Click (Edit node settings) for the “Is in segment” node.
6. Under Select a segment, choose the segment to check.
7. Click Update.
STEP 3. “Fetch last cart” node
(This node will fetch the contact's last purchased cart).
8. At the junction of this node with the previous one, click on the circle until "Yes" appears.
9. Click (Edit node settings) in the “Fetch last cart” node.
10. In Select cart status, choose the “Purchased” option from the dropdown.
11. Click Update.
STEP 4. First “Fetch products” node
(This node will fetch the most expensive product in the cart).
12. Click (Edit node settings) in the “Fetch products” node.
13. To select the use cases, drag "Filtered products" to the block on the right and click Next .
14. In Main use case settings, select "1" in the Number of products to fetch.
15. In Select the source of the products, choose "Imported data" and add "Fetch last cart".
16. Under Configure the order in which products will be chosen, select "Sort by descending price" and click Next .
17. In Summary, locate the section Number of products to fetch and indicate “1”. Then, uncheck the box "Fill with products until selected limit".
18. Click Complete .
If you want to learn more about the “Fetch products” node, click here.
STEP 5. “Set field” node
(This node sets the price of the most expensive product purchased in the custom field created).
19. Click (Edit node settings) for the “Set field” node.
20. Drag the "Unit price" field from the “Fetch most expensive product" node to the block to the left of the custom field created.
21. Under Operator, select "Assign".
22. Click Update.
STEP 6. Second “Fetch products” node
(This node will fetch products with a higher price than the most expensive product purchased).
23. Click (Edit node settings) in the “Fetch products” node.
24. To select the use cases, drag "Automatically related to a cart" to the block on the right and "Best sellers" to the additional use case. Click Next .
25. In Main use case settings, select "6" in the Number of products to fetch.
26. In Select the source of the products, choose "Internal cart ID (Fetch last cart)".
27. Click Add another condition and select “Unit price” from the dropdown. In the operator, choose "Greater than". On the right, select "Imported data" and, after clicking "Select imported data", choose the custom field created, for this example "Contact Upselling RFM".
28. Check the box "Shuffle the fetched products" and click Next .
29. In Additional case settings,select "6" for Number of products to fetch.
30. Click Add another condition and select “Unit price” from the dropdown. In the operator, choose "Greater than". On the right, select "Imported data" and, after clicking "Select imported data", choose the custom field created, for this example "Contact Upselling RFM".
31. Under Select the time period of the purchases, choose "Last month's best sellers" and click Next .
32. In Summary, locate the section Number of products to fetch and indicate “6”.
33. Click Complete .
STEP 7. First “Send email” node
(This node will send the Upselling email to contacts in the High RFM segment).
34. Click (Edit node settings) in the “Send email” node.
35. Select the email you want to send and click Next .
36. In the Send to section, select "Contact".
37. Indicate the "Newsletter" type of email.
38. Configure the parameters section of "Send to contact".
39. Under Google Analytics, click "Enable Google Analytics" then Next .
40. Click Complete .
STEP 8. Second "Is in segment" node
(This node will check if the contact belongs to the second Dynamic Plus segment created, for Low RFM)
41. At the junction of this node with the previous one, click on the circle until "No" appears.
42. At the junction of this node with the first "Is in segment" node, click on the circle until "No" appears.
43. Click (Edit node settings) for the “Is in segment” node.
44. Under Select a segment, choose the segment to check.
45. Click Update.
STEP 9. Third “Fetch products” node
(This node will fetch the last products purchased).
46. At the junction of this node with the first "Is in segment" node, click on the circle until you see "Yes"
47. Click (Edit node settings) in the “Fetch products” node.
48. To select the use cases, drag "Last purchased products" to the block on the right and click Next .
49. In Main use case settings, select "6" in the Number of products to fetch and click Next .
50. In Summary, locate the section Number of products to fetch and indicate “6”. Then, uncheck the box "Fill with products until selected limit".
51. Click Complete .
STEP 10. Fourth “Fetch products” node
(This node will automatically fetch products related to the last products purchased).
52. Click (Edit node settings) in the “Fetch products” node.
53. To select the use cases, drag “Automatically related to a list of products” to the block on the right and "Best sellers" to the additional use case. Click Next .
54. In Main use case settings, select "6" in the Number of products to fetch.
55. In Select the source of the products, choose "Imported data" and add "Fetch last products purchased".
56. In Configure the order in which products will be chosen, select "Best sellers of the last month" and check the box "Shuffle the fetched products". Click Next .
57. In Additional case settings,select "6" for Number of products to fetch.
58. Under Select the time period of the visits, choose "Best sellers of the last month" and check the "Shuffle the fetched products” box. Click Next .
59. In Summary, locate the section Number of products to fetch and indicate “6”. Then check the box "Exclude products exported by nodes before this one".
60. Click Complete .
STEP 11. Second “Send email” node
(This node will send the Cross Selling email to the contacts that belong to the RFM Medium segment).
61. Click (Edit node settings) in the “Send email” node.
62. Select the email you want to send and click Next .
63. In the Send to section, select "Contact".
64. Indicate the "Newsletter" type of email.
65. Configure the parameters section of "Send to contact".
66. Under Google Analytics, click "Enable Google Analytics" then Next .
67. Click Complete .
STEP 12. Third "Is in segment" node
(This node will check if the contact belongs to the third dynamic plus segment created, for Low RFM)
68. Click (Edit node settings) for the “Is in segment” node.
69. Under Select a segment, choose the segment to check.
70. Click Update.
STEP 13. Fifth “Fetch products” node
(This node will fetch the best selling products of the last month).
71. At the junction of this node with the previous one, click on the circle until "Yes" appears.
72. Click (Edit node settings) in the “Fetch products” node.
73. To select the use cases, drag "Best sellers" to the block on the right and "Most visited products" to the additional use case. Click Next .
74. In Main use case settings, select "6" in the Number of products to fetch.
75. Under Select the time period of the visits, choose "Best sellers of the last month" and check the "Shuffle the fetched products” box. Click Next .
76. In Additional case settings,select "6" for Number of products to fetch.
77. Under Select the time period of the visits, choose "Most visited of the last month" and check the "Shuffle the fetched products” box. Click Next .
78. In Summary, locate the section Number of products to fetch and indicate “6”.
79. Click Complete .
STEP 14. Third “Send email” node
(This node will send the Best Sellers email to contacts in the Low RFM segment).
80. At the junction of this node with the previous one, click on the circle until "Yes" appears.
81. Click (Edit node settings) in the “Send email” node.
82. Select the email you want to send and click Next .
83. In the Send to section, select "Contact".
84. Indicate the "Newsletter" type of email.
85. Configure the parameters section of "Send to contact".
86. Under Google Analytics, click "Enable Google Analytics" then Next .
87. Click Complete .
Success!
Your workflow to send a recommended products campaign according to the RFM model is now ready.
Do you have questions?
Don’t forget, our Connectif specialists are here to help you. To contact them, just open a Support ticket by clicking the blue “Help” button on your dashboard.
Keep learning!
To make the most of your Connectif account, we recommend reading these articles next:
- Optimized email campaign, to optimize the way you send out your email campaigns.
- Bulk voucher campaign, to send a coupon to all your contacts.
- Monthly best sellers campaign, to send a monthly email with the best selling products of the last month.
- Bulk email campaign, to send a newsletter to all your contacts.