Introduction
For each of the 10 RFM segments, the automation template library offers a ready-to-use scenario, identified by the RFM badge: as soon as a customer enters the segment, they automatically receive bonus points or a discount code tailored to their situation, and your CRM is notified so it can send them the right message.
This article explains, template by template, its goal, what it does by default, a concrete example, and how to activate it. To understand how the segments are calculated, first read RFM segmentation: your 10 customer segments.
💡 RFM segmentation is available with the Enterprise plan. Access conditions are detailed in this guide.
How an RFM template works
Every RFM template follows the same three-step structure:
The “Joined a segment” trigger, filtered on the relevant RFM segment: the automation starts for every customer who joins that segment.
A reward action: either bonus points, or a discount code created and assigned automatically (“Grant a reward” action).
A “Send an event to your CRM” action, if a CRM is connected to Loyoly: the event, already named (for example Loyoly_About_to_Sleep), lets you trigger the email or SMS that announces the perk to the customer.
💡 An automation only applies to new entries into the segment. It fires for customers who join the segment after it is published. Customers who are already in the segment when you activate it do not receive the reward. To reach them too, target the segment in your missions, rewards or push notifications.
Templates are starting points: on activation, Loyoly creates a pre-filled automation in your account, and every value can be edited before publishing.
Reading a template card
Each card reads from top to bottom:
The icons show the steps of the scenario, in order: the segment that triggers the automation, the reward (a ticket for a discount code, a star for bonus points), then your CRM logo.
The CRM logo matches the tool connected to your store: HubSpot, Klaviyo, Brevo, etc. In the editor, the action is named after it as well (for example “Send an event to HubSpot”).
The badges “RFM” and the segment name show which segment the template is linked to.
The title and description sum up the template's goal and the reward granted by default.
The “Use this template” button opens the scenario. If the card shows “Create RFM segment”, that segment is not yet activated in your segment library: activate it first (Use button), as explained in this guide.
💡 Without a connected CRM, the CRM logo does not appear and the template only contains the reward action. In that case, let your customers know through another channel, for example with the “Send a Wallet notification” action.
The 10 templates at a glance
Segment | Goal | Default reward | CRM event |
Champions | Recognise | +200 bonus points | Loyoly_Champions |
Loyal customers | Thank | 10% discount code · from €80 · valid 60 days | Loyoly_Loyals |
Can't lose them | Retain as a priority | 20% discount code · from €60 · valid 14 days | Loyoly_Cannot_Lose_Them |
New customers | Second order | 10% discount code · from €25 · valid 30 days | Loyoly_New |
Promising customers | Welcome into your program | +150 bonus points | Loyoly_Promising |
Potential loyalists | Push toward their first reward | +100 bonus points | Loyoly_Potential_Loyalists |
Need attention | Re-engage early | 10% discount code · from €40 · valid 30 days | Loyoly_Need_Attention |
About to sleep | Wake them up before they drop off | 15% discount code · from €30 · valid 30 days | Loyoly_About_to_Sleep |
At risk | Win back | 20% discount code · from €40 · valid 30 days | Loyoly_At_Risk |
Lost customers | Last chance | 25% discount code · from €50 · valid 30 days | Loyoly_Lost |
The overall logic: customers who already buy are rewarded with points (no discount needed to bring them back), and the discount gradually increases as the risk of losing the customer grows — from 10% for a customer who is slowing down to 25% for a lost customer.
Segment by segment
💰 Protect and reward your best customers
Champions
The segment — Your best customers: they buy often, recently, and spend the most.
The goal — To recognise them without eroding your margin. These customers already buy: offering them a discount would mean funding purchases that would have happened anyway. Bonus points celebrate their status and bring them closer to their next reward.
The template — “Reward your best customers with bonus points.”: Adds 200 bonus points to each customer who enters the Champions segment. A Loyoly_Champions event is then sent to your CRM.
💡 Example — Camille orders almost every month and is among your biggest spenders. At the recalculation, she enters “Champions”: 200 points are credited to her account, and your CRM sends her an email “Thank you for being one of our best customers: 200 points are waiting for you”. You reward her without discounting a purchase she would have made anyway.
Loyal customers
The segment — They buy on a regular basis.
The goal — To thank them and keep their purchases regular. The high minimum purchase (€80) and long validity (60 days) make it a loyalty gesture rather than a promotion: the discount comes with a large basket, at the customer's natural pace.
The template — “Thank your loyal customers with a discount code.”: Assigns a 10% discount code, valid for 60 days on purchases from €80, to customers who enter the Loyal customers segment. A Loyoly_Loyals event is then sent to your CRM.
💡 Example — Marc has ordered once or twice a quarter for a year. He enters “Loyal customers” and receives a 10% code, valid for 60 days from €80. He uses it on his next order, with a €95 basket: the discount comes with a purchase he was planning, and strengthens his attachment to your brand.
Can't lose them
The segment — Former top customers who have disappeared.
The goal — To retain them as a priority: their past value justifies a strong offer (20%). The short validity (14 days) creates a sense of urgency, and the minimum purchase (€60) targets a basket in line with their history.
The template — “Retain high-value customers you cannot afford to lose.”: Assigns a 20% discount code, valid for 14 days on purchases from €60, to customers who enter the Can't lose them segment. A Loyoly_Cannot_Lose_Them event is then sent to your CRM.
💡 Example — Sophie used to be one of your best customers, but she hasn't ordered anything for several months. She enters “Can't lose them” and receives a 20% code from €60, valid for 14 days. The email sent by your CRM highlights the deadline: Sophie comes back and orders before it expires.
🌱 Build the relationship with new customers
New customers
The segment — Just arrived, with a modest first purchase.
The goal — To trigger the second order, the step that turns a one-time buyer into a customer. The low minimum purchase (€25) makes the offer accessible right after a modest first basket.
The template — “Trigger a second order from your new customers.”: Assigns a 10% discount code, valid for 30 days on purchases from €25, to customers who enter the New customers segment. A Loyoly_New event is then sent to your CRM.
💡 Example — Julien has just placed his first order, a €30 basket. He enters “New customers” and receives a 10% code, valid for 30 days from €25. The low threshold lets him use it on his second order, even a small one.
Promising customers
The segment — A recent and significant first purchase.
The goal — To welcome them into your program while their interest is at its peak. Bonus points introduce them to the loyalty mechanics and give them a concrete reason to come back.
The template — “Welcome your promising customers into your program.”: Adds 150 bonus points to each customer who enters the Promising customers segment. A Loyoly_Promising event is then sent to your CRM.
💡 Example — Inès has just placed a first order of €120. She enters “Promising customers” and receives 150 welcome points. The email sent by your CRM introduces your loyalty program and tells her how many points she still needs for her first reward.
Potential loyalists
The segment — They have the profile to become loyal but aren't there yet.
The goal — To push them toward their first reward. A boost in points shortens the distance to a reward: once obtained, it anchors the buying habit.
The template — “Push your potentially loyal customers toward their first reward.”: Adds 100 bonus points to each customer who enters the Potential loyalists segment. A Loyoly_Potential_Loyalists event is then sent to your CRM.
💡 Example — Hugo has ordered three times this year but has never used his points: he is about a hundred short of unlocking his first reward. He enters “Potential loyalists” and receives 100 bonus points. The reward becomes available, and the email invites him to use it on his next order.
🔄 Reactivate customers who are drifting away
Need attention
The segment — Their engagement is slowing down, but they are not in danger yet.
The goal — To re-engage them early, when it costs the least. A moderate discount (10%) is enough at this stage.
The template — “Re-engage customers whose activity is slowing down.”: Assigns a 10% discount code, valid for 30 days on purchases from €40, to customers who enter the Need attention segment. A Loyoly_Need_Attention event is then sent to your CRM.
💡 Example — Clara used to order every month, but she hasn't bought anything in two months. She enters “Need attention” and receives a 10% code from €40, valid for 30 days. A moderate gesture is enough to bring her back before the habit fades.
About to sleep
The segment — They used to be active and show up less and less.
The goal — To wake them up before they drop off. The offer goes up a notch (15%) with an accessible minimum purchase (€30).
The template — “Wake up your customers before they fall asleep.”: Assigns a 15% discount code, valid for 30 days on purchases from €30, to customers who enter the About to sleep segment. A Loyoly_About_to_Sleep event is then sent to your CRM.
💡 Example — Paul was a regular customer, but his orders are getting further apart. He enters “About to sleep” and receives a 15% code from €30, valid for 30 days, along with an email “It's been a while! 15% to welcome you back”.
At risk
The segment — They haven't bought anything for a long time.
The goal — To win them back before they leave for good: a strong offer (20%) to prompt a return.
The template — “Win back customers who are at risk of leaving.”: Assigns a 20% discount code, valid for 30 days on purchases from €40, to customers who enter the At risk segment. A Loyoly_At_Risk event is then sent to your CRM.
💡 Example — Nadia used to buy several times a year, but she hasn't ordered in almost a year. She enters “At risk” and receives a 20% code from €40, valid for 30 days: an offer strong enough to bring her back before she forgets you.
Lost customers
The segment — Inactive for a very long time, with a low purchase history.
The goal — To give them one last chance with the strongest offer in the library (25%). If they don't respond, the CRM event lets you remove them from your active campaigns.
The template — “Give your lost customers one last chance.”: Assigns a 25% discount code, valid for 30 days on purchases from €50, to customers who enter the Lost customers segment. A Loyoly_Lost event is then sent to your CRM.
💡 Example — Antoine placed a single small order two years ago. He enters “Lost customers” and receives a 25% code from €50, valid for 30 days. If he doesn't use it, the Loyoly_Lost event lets you exclude him from your active campaigns in your CRM, so you can focus your sends on more responsive customers.
Activate a template step by step
In the Automations menu, click Create automation: the template library opens.
On the card of the template you want, click Use this template. A window summarises the scenario's actions.
Give your automation a name and turn on the “Limit this automation to a single execution per customer” option (see the warning below), then confirm.
In the editor, click the “Joined a segment” trigger and check that the RFM segment joined filter contains the right segment. Select it if it is empty, then click Apply.
Click the reward action to adjust it: number of points, or, for a discount code, title, percentage, sales channel, minimum purchase amount, products or collections, expiration date, combination with other discounts. See Create a reward.
If a CRM is connected, click the Send an event to [your CRM] action: the event name is pre-filled. Add the variables you need (for example the discount code), then click Send event to create it in your CRM and build your flow there. See Action: Send an event to your CRM.
Click Publish to activate the automation right away, or schedule it. See Automation settings.
⚠️ Turn on the “Limit this automation to a single execution per customer” option.
Why? RFM segments are recalculated every month: a customer can leave a segment, then come back to it a few months later. Without this option, the automation fires on every new entry. For example, a customer who regularly spaces out their purchases would receive a 15% code every time they enter “About to sleep”.
Consequences: discounts pile up on the same customers, at the expense of your margin, and your customers learn that spacing out their purchases is enough to get an offer.
With the option turned on, each customer receives this automation's reward only once.
💡 The limit applies automation by automation: a customer who moves from “About to sleep” to “At risk” does receive the offer from each of the two templates.
💡 Adapt the default values to your store. Minimum amounts are designed for a standard average order value: align them with yours and with your margin. To compare two offer levels on the same segment, use Automation A/B Test.
Track the results
In the automation list, the Runs and Revenue columns show how many customers received the perk and the revenue generated. In the editor, Explorer mode details the journey step by step. See Discover automations.
Right after publishing, the Runs counter may stay at zero: it only increases as new customers enter the segment. To measure the effect on your customer base, then follow the Flow view of RFM segmentation: an effective automation on “About to sleep” or “At risk” should move some of these customers up to more active segments the following month.
To choose the right templates for your customer base or adjust the values, talk to your CSM or contact our support team via chat.