One of Datadrew's most powerful features is the ability to sync your RFM (Recency, Frequency, Monetary) customer segments directly to Klaviyo. This lets you create targeted email campaigns and flows based on data-driven customer segments, without manually building lists in Klaviyo.

What is RFM segmentation?

RFM segmentation classifies your customers based on three dimensions:

Recency -- How recently a customer made their last purchase.
Frequency -- How often a customer purchases from your store.
Monetary -- How much a customer has spent in total.

Datadrew calculates RFM scores from your Shopify order data and groups customers into 10 distinct segments, such as Champions, Loyal Customers, At Risk, Lost, and more.

How the sync works

When you trigger an RFM sync to Klaviyo, Datadrew:

Fetches your current RFM segments from your analytics data warehouse, including all customer emails in each segment.
Validates email addresses to filter out invalid formats before sending to Klaviyo.
Creates bulk profile import jobs in Klaviyo using the Profile Bulk Import API. Each customer's profile is updated with a datadrew_segment property set to their RFM segment name.
Processes in chunks of up to 10,000 profiles per batch to handle large customer bases efficiently.

What gets synced to Klaviyo

For each customer in each RFM segment, Datadrew sends:

Email address -- The customer's email from your Shopify data.
Custom property: datadrew_segment -- The name of the customer's current RFM segment (e.g., "Champions", "At Risk", "Hibernating").

This property is added to the customer's Klaviyo profile and updated each time you run the sync.

Using RFM segments in Klaviyo

Once the sync is complete, you can use the datadrew_segment property in Klaviyo to:

Build segments -- Create Klaviyo segments like "datadrew_segment equals Champions" to target your best customers.
Trigger flows -- Set up automated flows that activate when a customer enters a specific segment (e.g., send a win-back campaign when a customer moves to "At Risk").
Personalize campaigns -- Use the segment property in email templates for personalized messaging.
Exclude segments -- Exclude certain segments from campaigns (e.g., do not send discount emails to Champions who already buy at full price).

The 10 RFM segments


Segment	Description	Suggested Klaviyo Strategy
Champions	Bought recently, buy often, spend the most	Reward programs, early access, referral incentives
Loyal Customers	Buy regularly with good spend	Upsell, cross-sell, loyalty rewards
Potential Loyalists	Recent buyers with moderate frequency	Nurture with product recommendations
Recent Customers	Just made their first or second purchase	Welcome series, education, brand storytelling
Promising	Recent buyers but low spend	Value-add content, bundle offers
Need Attention	Above-average customers who have not bought recently	Re-engagement campaigns, special offers
About to Sleep	Below-average recency and frequency	Urgency-driven campaigns, feedback surveys
At Risk	Used to buy often and spend a lot, but have not returned	Win-back campaigns with strong incentives
Cannot Lose Them	High-value customers who have been gone a long time	Personalized outreach, VIP offers
Hibernating	Low recency, frequency, and monetary scores	Re-activation campaigns or sunset from active lists

Sync frequency

RFM segments are recalculated whenever your Shopify data syncs. You can trigger a sync to Klaviyo manually from the RFM dashboard in Datadrew, or it can be automated as part of your scheduled jobs.

Requirements

Your Klaviyo account must be connected to Datadrew (see Connecting your Klaviyo account).
Your Shopify store must have enough order history for meaningful RFM segmentation.

Need help? Contact us at support@datadrew.io.

Need help?

If you have questions or run into issues, reach out to us at support@datadrew.io or use the in-app chat. We're happy to help.

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Syncing RFM segments to Klaviyo