Create Segments Based On Contact RFM Metrics

The RFM Metrics criterion allows you to create segments based on RFM (Recency, Frequency, Monetary) metrics associated with contacts.

About this task

If your account does not use Order Service, any segment built using RFM metrics will be updated on a nightly basis, rather than in real-time. This is because RFM metrics are also updated nightly, so the segment will only receive updated metrics once per day.

Note: Segments do not collect tracking or order conversion data from test deliveries.

To create a segment based on contact RFM metrics:


  1. Go to Contacts > Segments.
  2. To
    • Create a new segment, click Create New Segment.
    • Edit an existing segment, click the pencil icon Edit Segment in the row associated with the segment you want to edit.
  3. Click Add Rule.
    If you want to add this criterion to an existing rule, skip this step.
  4. Click Commerce.
  5. Click RFM Metrics.
  6. In the first pull-down menu, select one of the following:
    • Average Order Value
    • First Order Date
    • Last Order Date
    • Last Order Total
    • Total Orders
    • Total Revenue
  7. If you selected
    • Average Order Value, Last Order Total, Total Orders or Total Revenue in the previous step, select one of the following:
      • Equals
      • Is Not Equal To
      • Is Less Than
      • Is Less Than Or Equal To
      • Is Greater Than
      • Is Greater Than Or Equal To
    • First Order Date or Last Order Date in the previous step, select one of the following:
      • Is The Same Day As
      • Is Not The Same Day As
      • Is Between
      • Is Not Between
      • Is Within The Last
      • Is Not Within The Last
      • Is Within The Next
      • Is Not Within The Next
      • Is Before
      • Is Before Or The Same Day As
      • Is After
      • Is After Or The Same Day AS
      • Is In Time Frame
      • Is Not In Time Frame
      • Is The Same Month As
      • Is Not The Same Month As
      • Is The Same Year As
      • Is Not The Same Year As
  8. If you selected Equals, Is Not Equal To, Is Less Than, Is Less Than Or Equal To, Is Greater Than, or Is Greater Than Or Equal To in the previous step, enter a number in the text box.
    Tip: Click Add to add numerical values.
  9. For Order Date only: If you selected Is Within The Last, Is Not Within The Last, Is Within The Next, or Is Not Within The Next, select one of the following from the last pull-down menu:
    • Days
    • Weeks
    • Months
      Note: When you select a month-based option, Bronto uses the current date in the month and the same date in either the previous month or the next month to create a range. For example, you select Is Within The Next Month. On June 4th, the next month will be June 4th - July 4th. On June 5th, the next month will be June 5th - July 5th, and so on. However, not all months have equal days. When this happens Bronto continues to use the last day of the next or previous month, which can sometimes lead to a contact staying on a segment longer than intended. For example, you select Is Within The Last Month. From March 28th - March 31st February 28th will be used as part of segment because (most years) there is no February 29th-31st. This means a contact could stay on this segment for 4 days past what was intended. If you're using this segment with a workflow you can use contact throttling to prevent sending these contacts excessive messages.
    • Years
  10. Optional: Click the Ignore Year checkbox if you want the segment to ignore the year as it evaluates the date for matches.
  11. Click Add Criteria if you want to add another criteria.