Voucherify Promotion Example - Run Promotions Based on RFM data

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).

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.

Follow the Composable Recipes on LinkedIn to stay updated on the latest recipes >