RFM stands for Recency, Frequency, and Monetary — three dimensions used to score and segment your members based on their purchase behavior. RFM analysis requires a connected sales channel with order data.
The Three Dimensions
Recency — How recently the member made a purchase.
Frequency — How often they purchase.
Monetary — How much they spend in total.
The Six Segments
Pocket automatically calculates RFM scores and assigns each member to one of six segments:
Champions — High recency, frequency, and monetary. These are your best customers.
Loyal — High frequency and monetary. Consistent repeat buyers.
Recent — High recency. Active recently but may be new.
Needs Attention — Medium scores trending downward. Were active, now slowing.
At Risk — Low recency but previously active. Haven't purchased in a while.
Inactive — Low scores across all dimensions. Dormant members.
How Segments Update
RFM scores are recalculated automatically based on order data from your connected sales channels. As new orders come in, members may move between segments. There is no manual action required — segments stay current as long as your sales channel is connected and syncing.
Using Segments
Filter the Members page by RFM segment to focus on specific groups.
Target push notification campaigns to specific segments (e.g., send a win-back offer to "At Risk" members).
Use segments in automation conditions to trigger actions based on member behavior.
Monitor segment distribution in the Member Insights report to track how your membership base is trending over time.
Tips
Focus retention efforts on "Needs Attention" and "At Risk" segments before members become "Inactive."
Reward your "Champions" and "Loyal" segments to keep them engaged.
Use the "Recent" segment to identify new members and send onboarding communications.
RFM segments are most useful when you have at least a few months of order history.