Як сегментувати клієнтів: RFM, ICP і поведінкові моделі

Протокол вирішення

1. 01

   Start with RFM segmentation

   Recency (days since last purchase), Frequency (number of purchases), Monetary (total spend). Score each 1–5. Champions = high RFM. At-Risk = high FM, low R. Lost = low RFM. RFM takes 2 hours to build in a spreadsheet and immediately shows you who to re-engage.

2. 02

   Add behavioral triggers

   Segment by actions: visited pricing page 3+ times (high intent), hasn't logged in for 30 days (churn risk), opened 5 emails this month (engagement signal), referred a customer (champion signal). Behavioral segments update automatically in any modern CRM or email tool.

3. 03

   Map segments to messaging

   Champions: exclusive preview, referral program invitation. At-risk: 'we noticed you haven't [used feature X] lately' re-engagement. Lost: win-back campaign with a specific offer. New customers: onboarding sequence. One message per segment — never the same blast to all four.