Resources · Worksheet

Tier sizing

Size your customer tiers from order counts, see where the default RFM split would have put them, and set what each tier gets when the same flow fires.

The question

“Klaviyo gives me RFM segments out of the box. Should I use the defaults, or build my own tiers?”

The assignment

Count your customers by order count: none, one, two to four, five or more. If one order is more than half the base, set the lowest RFM frequency score to cover it and the top score to your top tenth, then write down what each tier gets when the cart flow fires.

The whole write-up →

At the retailer in the article, 64% of first-time buyers never ordered again, so Klaviyo's equal-thirds RFM would have put a third of one-time buyers in the middle frequency group. The fix was to score frequency to the shape of the base: the lowest score covering the one-order group, the top score the top tenth. This worksheet does the count for your store.

Numbers in the readout that are not yours come from the article. Fields marked optional sharpen the answer but are not needed for it.

01Subscribers with no ordersoptional
02Customers with exactly one order
03Customers with two to four orders
04Customers with five or more orders
05Lifetime value that splits your five-plus customers in twooptional
$
06What your cart flow offers someone with no orders
07What it offers someone with one order
08What it offers someone with two or more orders

What your numbers say

Still needed: Customers with exactly one order; Customers with two to four orders; Customers with five or more orders.

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