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Re-engagement
Run Promotions Based on RFM data

Dynamically define discount value thanks to real-time RFM (Recency, Frequency, Monetary) values.

How it works?

You can create a bulk codes campaign in Voucherify where the discount value is dynamically assigned at the moment the promo code is published to a customer. Your CEP (e.g., Braze, MoEngage) triggers the Publication API and passes the rfm_discount_value in the metadata based on the customer’s current RFM segment. Voucherify’s formula builder then reads this value and applies dynamic logic (with functions like min(), max(), if()) to fine-tune the discount at the moment of code assignment. This allows one flexible campaign to serve multiple segments and journeys, with no need to maintain separate campaigns per RFM segment.

Gif example of fraud prevention

What is RFM marketing?


RFM marketing is a way to segment your customers based on their behavior, specifically how recently they bought from you, how often they do so, and how much they typically spend.


Not all customers are equal in terms of value or engagement, and these three dimensions, Recency, Frequency, Monetary value, give marketers a reliable signal of who’s most valuable or at risk of churning.


For example, someone who made a large purchase last week and does so often is likely a loyal, high-value customer. Someone who bought once, a year ago, for a small amount is probably not worth spending much budget on.


RFM segments and applicable promotion strategy


RFM segment Promotions strategy
Champions Dynamic Tiered Rewards
Referral Incentives
Loyal Customers Upsell Campaigns via Bundled Offers
Review-for-Reward Campaign
Potential Loyalists Early Loyalty Enrollment Offers
Cross-Sell with Personalized Promo Codes
Recent Users Onboarding Rewards Journey
Gamified Progress Tracker
Promising Brand Introduction Gift Cards
Content-Driven Unlockables
Needs Attention “Almost Gone” Countdown Offers
Next Best Offer (NBO) via Metadata
About To Sleep Subscription Rescue Promo
A/B Test Format
Price Sensitive Smart Promo Limits
Promote Social Proof
Can’t Lose Them Feedback-for-Recovery Reward
Reactivation Gift Box
Hibernating Category Switch Discounts
One-Time Comeback Campaigns
Lost Omnichannel Reactivation Flow
Lookalike Referral Loop

How to run promotions based on RFM data?


First, your data platform (e.g., Braze, MoEngage) calculates RFM scores for each customer. This can be something as simple as assigning scores from 1 to 5 for Recency (how recently they bought), Frequency (how often they buy), and Monetary value (how much they spend).


Based on these scores or resulting segments, like VIP, new buyer, about to churn, low value, you can design different promotion strategies. The goal is to align the value of the promotion with the customer’s potential value.


Next, your CDP or CEP sends the segment ID as metadata to Voucherify. When you want to run a promotion, say, send a batch of promo codes or run a dynamic discount – you can use that RFM segment to control who receives a promo code (targeted distribution), what value they get (dynamic discount value based on their segment), and when and how the promo can be redeemed (e.g. VIP-only perks vs win-back limited-time offers).


RFM Promotion Recipe Diagram

With Voucherify, this is super flexible:


  • You can pass the discount value dynamically when assigning a code (via the Publication API).
  • You can set up validation rules to only allow certain segments to redeem a given campaign.
  • You can use the Formula Builder to adjust discount logic at redemption time, based on RFM-related metadata.

The big benefit is that you don’t need to create a dozen separate campaigns. You can run one smart, flexible promotion that adapts itself to the customer’s current value and needs and lets you fine-tune business outcomes.


Orchestration & Setup


Who’s needed?


  • CX/Marketing defines the RFM segments to target, sets the discount strategy, and plans the campaign timing.
  • Ops or CRM owner ensures the latest RFM scores or segments are synced to Voucherify as customer metadata (often automated via CDP or data pipeline).
  • Optional: Dev support connects Publication API calls from your engagement platform to Voucherify, passing the dynamic discount value or segment at the moment of code assignment.

Time to deploy:

Expect about 3–5 hours to stand up your first RFM-based promotion, including data checks, testing the dynamic discount logic in Voucherify, and integrating it into your campaign flow. Once the first version is live, scaling is easy: reuse the campaign, adjust your RFM logic or segments in the CDP, and launch new personalized offers fast.


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