{"id":17157,"date":"2022-12-21T21:56:54","date_gmt":"2022-12-21T21:56:54","guid":{"rendered":"https:\/\/userpilot.com\/blog\/rfm-analysis\/"},"modified":"2026-04-07T12:01:01","modified_gmt":"2026-04-07T12:01:01","slug":"rfm-analysis","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/rfm-analysis\/","title":{"rendered":"RFM Analysis (Recency, Frequency, Monetary) in SaaS: The Product Manager&#8217;s Guide"},"content":{"rendered":"<p>What is RFM analysis? How relevant is it to SaaS<a href=\"https:\/\/userpilot.com\/role\/product-management\" target=\"_blank\" rel=\"noopener noreferrer\"> product management<\/a>?<\/p>\n<p>These are just a couple of questions we&#8217;re answering in the article.<\/p>\n<p>We also look at how to carry out the RFM analysis and some SaaS-specific examples.<\/p>\n<p>Intrigued? Great, let&#8217;s get right to it!<\/p>\n<h2 id=\"66h9t\">What is the RFM analysis <strong>(recency, frequency, and monetary)?<\/strong><\/h2>\n<p>RFM analysis is a tool that allows <a href=\"https:\/\/userpilot.com\/blog\/how-to-build-saas-product-marketing-team\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing<\/a>, sales, and product teams to <a href=\"https:\/\/userpilot.com\/blog\/product-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">segment users<\/a> to<a href=\"https:\/\/userpilot.com\/blog\/increase-measure-product-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\"> improve product engagement<\/a>, and<a href=\"https:\/\/userpilot.com\/blog\/customer-retention-strategies\/\" target=\"_blank\" rel=\"noopener noreferrer\"> customer retention<\/a>, and <a href=\"https:\/\/userpilot.com\/blog\/calculate-lifetime-value-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">increase their lifetime value (CLTV)<\/a>.<\/p>\n<p>RMF segmentation uses <a href=\"https:\/\/userpilot.com\/blog\/saas-behavioral-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">real-life user behavior data<\/a> for quantitative ranking of customers on three dimensions: recency, frequency, and monetary value.<\/p>\n<h2 id=\"e1n3j\">RFM metrics explained<\/h2>\n<p>What we mean by recency, frequency, and monetary value very much depends on your role in the organization and your objectives.<\/p>\n<h3 id=\"2sqt9\">RFM analysis: recency score<\/h3>\n<p>The recency score depends on the last time the customer interacted with the product.<\/p>\n<p>For the marketing or sales teams, the interaction could be the last time they purchased the product, <a href=\"https:\/\/userpilot.com\/blog\/subscription-renewal\/\" target=\"_blank\" rel=\"noopener noreferrer\">renewed the subscription<\/a>, or bought an add-on. This matters because users who purchased something recently are more likely to do it again.<\/p>\n<p><a href=\"https:\/\/userpilot.com\/blog\/product-manager-role\/\" target=\"_blank\" rel=\"noopener noreferrer\">Product managers<\/a> will focus on the last time the customer used the product or a particular feature.<\/p>\n<p>Recent customers, scoring high on this dimension, could be a good group to approach with interview requests or <a href=\"https:\/\/userpilot.com\/blog\/build-in-app-surveys-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">surveys <\/a>because the interaction is still fresh in their minds.<\/p>\n<p><!--ARCADE EMBED START--><\/p>\n<div style=\"position: relative; padding-bottom: calc(56.8027% + 41px); height: 0px; width: 100%;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%; color-scheme: light;\" title=\"Product Analytics\" src=\"https:\/\/sw11.userpilot.com\/2vKrdyNnsiHwTtGnBWmb?embed&amp;embed_mobile=tab&amp;embed_desktop=inline&amp;show_copy_link=true\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<h3 id=\"3od4v\">RFM analysis: frequency score<\/h3>\n<p>The frequency score is determined by how often the customer interacts with the product.<\/p>\n<p>For sales or <a href=\"https:\/\/userpilot.com\/blog\/how-to-build-saas-product-marketing-team\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing teams<\/a>, the frequency of interactions will be how often the customer makes a purchase within a period of time. Customers scoring high on this dimension are <a href=\"https:\/\/userpilot.com\/blog\/customer-value-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">valuable <\/a>because they are likely to buy again.<\/p>\n<p>Product managers, on the other hand, will be interested in how often customers use the product or feature. Frequency is important because it\u2019s an indication of the <a href=\"https:\/\/userpilot.com\/blog\/improve-product-adoption-rate-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">adoption rate <\/a>among existing customers.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/Feature-adoption-funnel-rfm-analysis_27639bfa36e2b56b524dbe7d5df6d92e_800.webp 1x, https:\/\/images.storychief.com\/account_6827\/Feature-adoption-funnel-rfm-analysis_27639bfa36e2b56b524dbe7d5df6d92e_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/Feature-adoption-funnel-rfm-analysis_27639bfa36e2b56b524dbe7d5df6d92e_800.webp 1x, https:\/\/images.storychief.com\/account_6827\/Feature-adoption-funnel-rfm-analysis_27639bfa36e2b56b524dbe7d5df6d92e_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/Feature-adoption-funnel-rfm-analysis_27639bfa36e2b56b524dbe7d5df6d92e_800.webp\" alt=\"Feature adoption funnel\" \/><\/picture><figcaption>Feature <a href=\"https:\/\/userpilot.com\/blog\/adoption-funnel\/\">adoption funnel<\/a>.<\/figcaption><\/figure>\n<h3 id=\"c77ba\">RFM analysis: monetary value<\/h3>\n<p>What makes up monetary value is dependent on the product.<\/p>\n<p>For many businesses, which sell products or services directly to the customers, it is the <a href=\"https:\/\/userpilot.com\/blog\/calculate-lifetime-value-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">Customer Lifetime Value (CLTV)<\/a>. It is how much money the customer brings to the business over the duration of the business relationship.<\/p>\n<p>So in commerce, this could be the total value of all purchases over a period of time. In SaaS, that&#8217;s the money generated through <a href=\"https:\/\/userpilot.com\/blog\/subscription-renewal\/\" target=\"_blank\" rel=\"noopener noreferrer\">subscription renewals <\/a>and upgrades.<\/p>\n<p>Of course, the customers who spend the most are the most valuable group. What&#8217;s more, they are more likely to spend even more in the future.<\/p>\n<p>For organizations whose revenue doesn&#8217;t come from direct customer payments may use engagement metrics instead of monetary ones for RFM segmentation. For example, you could rank your customers based on the number of website visits.<\/p>\n<div id=\"up-rfm-analysis-widget-container\"><!-- Progress Bar --><\/p>\n<div class=\"up-rfm-analysis-progress-track\"><\/div>\n<\/div>\n<h2 id=\"98i86\">How does the RFM analysis help product managers?<\/h2>\n<p>RFM allows product managers to make <a href=\"https:\/\/userpilot.com\/blog\/data-product-management\/\" target=\"_blank\" rel=\"noopener noreferrer\">data-driven product decisions<\/a>, and <a href=\"https:\/\/userpilot.com\/blog\/drive-product-adoption\/\" target=\"_blank\" rel=\"noopener noreferrer\">improve adoption rates<\/a>.<\/p>\n<h3 id=\"1m0k1\">Identify repeat customers&#8217; behavior<\/h3>\n<p>RMF analysis allows you to identify the customers that bring the most value to the business.<\/p>\n<p>Apart from their monetary value, tracking their behavior can give you valuable insights into <a href=\"https:\/\/userpilot.com\/blog\/product-usage-analytics-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">product usage.<\/a><\/p>\n<p>For example, you may be able to identify the features that drive the most value for your users. Next, you can prioritize the features and invest in their incremental innovation to deliver even more <a href=\"https:\/\/userpilot.com\/blog\/product-value\/\" target=\"_blank\" rel=\"noopener noreferrer\">value<\/a>.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/incrememental-innovation-userpilot-rfm-analysis_9d8cbac5a877d3fcb9a2cf4ceaaf8aa9_800.webp 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/incrememental-innovation-userpilot-rfm-analysis_9d8cbac5a877d3fcb9a2cf4ceaaf8aa9_800.webp 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/incrememental-innovation-userpilot-rfm-analysis_9d8cbac5a877d3fcb9a2cf4ceaaf8aa9_800.webp\" alt=\"RMF analysis can help teams prioritize incremental innovation of the right features\" \/><\/picture><figcaption>RMF analysis can help teams prioritize incremental innovation of the right features.<\/figcaption><\/figure>\n<h3 id=\"bjq3m\">Increase product adoption<\/h3>\n<p>What you learn about your most valuable customers also helps you boost product adoption among other customer segments.<\/p>\n<p>Users who get good value from the product tend to be competent users. Analysis of their interactions with the product can help you identify successful usage patterns.<\/p>\n<p>Once you know their happy paths to value, you can easily guide the other <a href=\"https:\/\/userpilot.com\/blog\/cohort-analysis-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">user cohorts<\/a> with similar JTBDs and shorten their <a href=\"https:\/\/userpilot.com\/blog\/empty-state-time-to-value\/\" target=\"_blank\" rel=\"noopener noreferrer\">time to value<\/a>.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/interactive-walkthrough-step-by-step-guides-rfm-analysis_844e206a670750ae53f19533732ef387.gif 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/interactive-walkthrough-step-by-step-guides-rfm-analysis_844e206a670750ae53f19533732ef387.gif 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/interactive-walkthrough-step-by-step-guides-rfm-analysis_844e206a670750ae53f19533732ef387.gif\" alt=\"PMs can use RMF analysis to segment users and drive their adoption\" \/><\/picture><figcaption>PMs can use RMF analysis to segment users and drive their adoption.<\/figcaption><\/figure>\n<h3 id=\"32bke\">Predicting future customer behavior<\/h3>\n<p>The RFM model helps teams predict future customer behavior.<\/p>\n<p>For example, customers who have made a recent purchase are more likely to buy again in the near future. Similarly, historical spending behavior can be an indication of future spending<strong>.<\/strong><\/p>\n<p>In SaaS products, the most active users are more likely to engage with your product again whereas new customers who don&#8217;t engage with the product enough will most likely churn.<\/p>\n<p>However, be aware of the limitations of using historical user behavior data to predict future behavior. For example, it doesn&#8217;t take into account past promotions, seasonality of user behavior, or unique circumstances that might not occur again.<\/p>\n<h2 id=\"3ac5q\">Steps to perform an RFM analysis<\/h2>\n<p>The RFM analysis consists of 4 main stages.<\/p>\n<h3 id=\"a6kt9\">Define your model<\/h3>\n<p>To start with, you need to choose a <a href=\"https:\/\/userpilot.com\/blog\/product-management-kpis\/\" target=\"_blank\" rel=\"noopener noreferrer\">KPI <\/a>for each dimension that you will use to rank the customers. The choice will depend on your product and your goals.<\/p>\n<p>For example, for recency, this could be the date of the last purchase or the last interaction with the feature.<\/p>\n<p>For frequency, these could be sessions\/visits or the number of conversions. Monetary value could be measured via CTLV or based on the <a href=\"https:\/\/userpilot.com\/pricing\" target=\"_blank\" rel=\"noopener noreferrer\">pricing plans<\/a> customers use.<\/p>\n<figure id=\"attachment_182114\" aria-describedby=\"caption-attachment-182114\" style=\"width: 2940px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-182114\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/03\/userpilot-pricing.png\" alt=\"Userpilot pricing\" width=\"2940\" height=\"1590\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/03\/userpilot-pricing.png 2940w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/03\/userpilot-pricing-450x243.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/03\/userpilot-pricing-1024x554.png 1024w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/03\/userpilot-pricing-768x415.png 768w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/03\/userpilot-pricing-1536x831.png 1536w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/03\/userpilot-pricing-2048x1108.png 2048w\" sizes=\"(max-width: 2940px) 100vw, 2940px\" \/><figcaption id=\"caption-attachment-182114\" class=\"wp-caption-text\"><a href=\"https:\/\/userpilot.com\/blog\/userpilot-pricing\/\">Userpilot pricing<\/a><\/figcaption><\/figure>\n<p>Next, you need to design a scoring system for each of the three dimensions. To this, you need a scale, like 1-10, and criteria for assigning the values.<\/p>\n<p>For example, when looking at frequency, an hourly use could be 10, daily &#8211; 3, weekly &#8211; 5, and so on. This will very much depend on the product.<\/p>\n<p>For a language learning app like Duolingo, daily usage would be the norm, whereas for accounting software it could be monthly.<\/p>\n<p>Alternatively, you could divide your users into 3-4 groups based on their performance in each of the criteria. For example, the top 33% would be 3, the middle 33% would be 2, and the bottom 33% would be 1.<\/p>\n<p>Choosing the right scale is not easy.<\/p>\n<p>If you use a 1-10 scale, that&#8217;s 1000 unique segments (10x10x10=1000). Such detailed <a href=\"https:\/\/userpilot.com\/blog\/product-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">segmentation <\/a>doesn&#8217;t make sense unless you are able to differentiate your approach for each of them.<\/p>\n<p>1-3 scale, on the other hand, gives only 27 segments (3x3x3=27) so it\u2019s easier to accommodate them but may be too general for relevant and personalized communication.<\/p>\n<h3 id=\"dqaaa\">Identify your groups based on RFM scores<\/h3>\n<p>Once you have your model defined, it&#8217;s time to segment the users.<\/p>\n<p>To be able to do that, you will use product usage data. Sales teams can easily pull it from their CRMs, while product managers can leverage user behavior data collected with <a href=\"https:\/\/userpilot.com\/blog\/user-behavior-analytics-software\/\" target=\"_blank\" rel=\"noopener noreferrer\">analytics tools <\/a>like <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>, Amplitude, or Heap.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/power-users-product-usage-rfm-analysis_9304dcdf66e734fc0ccba8fd0eb4aeb8_800.webp 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/power-users-product-usage-rfm-analysis_9304dcdf66e734fc0ccba8fd0eb4aeb8_800.webp 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/power-users-product-usage-rfm-analysis_9304dcdf66e734fc0ccba8fd0eb4aeb8_800.webp\" alt=\"RFM analysis: use product usage data to rank your users\" \/><\/picture><figcaption>RFM analysis: use product usage data to rank your users.<\/figcaption><\/figure>\n<p>The raw data on user engagement allows you to score your customers on each of these dimensions, and run the RMF analysis. You can do it in a spreadsheet like Excel or Google docs.<\/p>\n<p>Averaging all the recency, frequency, and monetary values together is an easy way to identify the most and least <a href=\"https:\/\/userpilot.com\/blog\/customer-value-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">valuable customers<\/a>.<\/p>\n<p>However, depending on your goals, you may choose to weigh some of the values differently. For example, the frequency may be more important in certain situations and that&#8217;s what you can prioritize.<\/p>\n<p>What&#8217;s more, it&#8217;s useful to segment users on just one of the axis, for example, recency.<\/p>\n<h3 id=\"35nfc\">Select the segment to focus on<\/h3>\n<p>Now that you have divided your customers into segments, you need to choose the ones to concentrate on to realize your objectives.<\/p>\n<p>For example, the <a href=\"https:\/\/userpilot.com\/blog\/power-users\/\" target=\"_blank\" rel=\"noopener noreferrer\">power users<\/a>, who score high in frequency and recency, can help you identify the most successful behavior patterns in the product.<\/p>\n<p>At the same time, their high and regular engagement means they are satisfied with your product. If you&#8217;re concerned about high <a href=\"https:\/\/userpilot.com\/blog\/customer-churn-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">churn rates<\/a>, this user segment may not be your biggest priority. Unless you get really complacent, there&#8217;s little risk of losing them.<\/p>\n<p>So instead, you can focus your energy and resources on <a href=\"https:\/\/userpilot.com\/blog\/reengaging-churned-customers\/\" target=\"_blank\" rel=\"noopener noreferrer\">re-engaging users that have churned<\/a>.<\/p>\n<p>When you do so, you may want to prioritize the users who brought higher monetary value. Or those who churned only recently because there&#8217;s a greater chance of winning them back.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/rfm-analysis-usage-segmentation-userpilot_95adaa74e0edbf89df9db89cb900fad8_800.png 1x, https:\/\/images.storychief.com\/account_6827\/rfm-analysis-usage-segmentation-userpilot_95adaa74e0edbf89df9db89cb900fad8_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/rfm-analysis-usage-segmentation-userpilot_95adaa74e0edbf89df9db89cb900fad8_800.png 1x, https:\/\/images.storychief.com\/account_6827\/rfm-analysis-usage-segmentation-userpilot_95adaa74e0edbf89df9db89cb900fad8_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/rfm-analysis-usage-segmentation-userpilot_95adaa74e0edbf89df9db89cb900fad8_800.png\" alt=\"RFM analysis: select the segment to focus on\" \/><\/picture><figcaption>RFM analysis: select the segment to focus on.<\/figcaption><\/figure>\n<h3 id=\"8flel\">Build an engagement playbook<\/h3>\n<p>After segmenting your users and identifying the key ones, build a <a href=\"https:\/\/userpilot.com\/blog\/customer-success-onboarding-playbook\/\" target=\"_blank\" rel=\"noopener noreferrer\">playbook <\/a>for each of them.<\/p>\n<p>The playbook should define your <a href=\"https:\/\/userpilot.com\/blog\/product-goals\/\" target=\"_blank\" rel=\"noopener noreferrer\">goals <\/a>or outcomes for each customer group. More importantly, it needs to outline how you are going to engage them to realize your goals.<\/p>\n<p>For example, you can use loyalty programs to further boost the loyalty of your best customers. For the <a href=\"https:\/\/userpilot.com\/blog\/churned-user\/\" target=\"_blank\" rel=\"noopener noreferrer\">churned customers<\/a>, on the other hand, you may want to deploy a re-engagement strategy built around emails.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/RFM-analysis-onboarding-playbook_61b41ecbffce8e563c8522a1748fc62c_800.webp 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/RFM-analysis-onboarding-playbook_61b41ecbffce8e563c8522a1748fc62c_800.webp 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/RFM-analysis-onboarding-playbook_61b41ecbffce8e563c8522a1748fc62c_800.webp\" alt=\"RMF analysis: build a playbook for each segment\" \/><\/picture><figcaption>RMF analysis: build a playbook for each segment.<\/figcaption><\/figure>\n<p><span class=\"ng-star-inserted\">To complement these strategies on mobile, <a href=\"https:\/\/userpilot.com\/\">Userpilot<\/a> helps you onboard and <a href=\"https:\/\/userpilot.com\/product\/mobile\/\" target=\"_blank\" rel=\"noopener\">engage mobile app users<\/a> by creating personalized messaging, push notifications, and surveys.<\/span><\/p>\n<h2 id=\"1pi58\">RFM customer segmentation examples<\/h2>\n<p>Let&#8217;s look at a few examples of typical SaaS user segments, their characteristics, and different approaches to their engagement.<\/p>\n<h3 id=\"3pes2\">Loyal customers<\/h3>\n<p><a href=\"https:\/\/userpilot.com\/blog\/customer-loyalty\/\" target=\"_blank\" rel=\"noopener noreferrer\">Loyal customers<\/a> score high on the frequency and recency metrics.<\/p>\n<p>Even if they are not on the highest plan, their repeated subscription renewals add up over time and result in high lifetime value.<\/p>\n<p>Apart from bringing a steady income, loyal customers are great for SaaS businesses because they make <a href=\"https:\/\/userpilot.com\/blog\/ideal-beta-tester\/\" target=\"_blank\" rel=\"noopener noreferrer\">ideal beta testers <\/a>and are likely to promote your product via referral schemes or <a href=\"https:\/\/userpilot.com\/blog\/word-of-mouth-wom\/\" target=\"_blank\" rel=\"noopener noreferrer\">word-of-mouth marketing<\/a>.<\/p>\n<p>What&#8217;s more, their retention requires relatively little effort. Schemes rewarding them for their loyalty, like early access to new functionality will do the job. Of course, that&#8217;s as long as you keep innovating and <a href=\"https:\/\/userpilot.com\/blog\/adding-value-to-products\/\" target=\"_blank\" rel=\"noopener noreferrer\">adding value to the product<\/a>.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/rfm-analysis-segment-userpilot_e7d6ee6b4066f405e39858fc75f796ac_800.png 1x, https:\/\/images.storychief.com\/account_6827\/rfm-analysis-segment-userpilot_e7d6ee6b4066f405e39858fc75f796ac_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/rfm-analysis-segment-userpilot_e7d6ee6b4066f405e39858fc75f796ac_800.png 1x, https:\/\/images.storychief.com\/account_6827\/rfm-analysis-segment-userpilot_e7d6ee6b4066f405e39858fc75f796ac_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/rfm-analysis-segment-userpilot_e7d6ee6b4066f405e39858fc75f796ac_800.png\" alt=\"Loyal customers score high on the recency and frequency dimensions\" \/><\/picture><figcaption>Loyal customers score high on the recency and frequency dimensions.<\/figcaption><\/figure>\n<h3 id=\"aqrhi\">Valuable customers<\/h3>\n<p>Valuable customers are highly active and have long retention just like the loyal customer segment. However, they also bring the most money because they are on the highest plans.<\/p>\n<p>They could be a small group, 20% or so, but they bring as much as 80% of all business.<\/p>\n<p>Apart from the high monetary value, <a href=\"https:\/\/userpilot.com\/blog\/product-usage-analytics-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">tracking their product usage<\/a> can reveal insights into successful users&#8217; behavior. The fact that they are ready to spend their money on premium functionality means that they get a lot of value from it.<\/p>\n<p>If you can identify the trends, you can find new <a href=\"https:\/\/userpilot.com\/blog\/upsell-opportunities-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">upsell opportunities<\/a> for other customers on lower plans. If not, making them emulate the behavior of successful users will drive adoption.<\/p>\n<p>As these users are bringing you a lot of revenue, you must keep them constantly engaged and make them feel valued. You can do it by providing them with higher levels of customization or <a href=\"https:\/\/userpilot.com\/blog\/customer-service-golden-rules\/\" target=\"_blank\" rel=\"noopener noreferrer\">dedicated customer support.<\/a><\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/valuable-customers-rfm-analysis_c37ef7dee822b7907db0cda6e6e27f55_800.png 1x, https:\/\/images.storychief.com\/account_6827\/valuable-customers-rfm-analysis_c37ef7dee822b7907db0cda6e6e27f55_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/valuable-customers-rfm-analysis_c37ef7dee822b7907db0cda6e6e27f55_800.png 1x, https:\/\/images.storychief.com\/account_6827\/valuable-customers-rfm-analysis_c37ef7dee822b7907db0cda6e6e27f55_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/valuable-customers-rfm-analysis_c37ef7dee822b7907db0cda6e6e27f55_800.png\" alt=\"Valuable customers are active and have long retention. They also bring most revenue.\" \/><\/picture><figcaption>Valuable customers are active and have long retention. They also bring the most revenue.<\/figcaption><\/figure>\n<h3 id=\"djmrp\">Low-spending active customers<\/h3>\n<p>Active customers use your product frequently and score high on recency too, just like the other segments, but they bring less income. That&#8217;s because they are on the free or lowest plans.<\/p>\n<p>Your playbook for this group should focus on rewarding these users for their loyalty while encouraging them to upgrade to higher plans and spend more. You could achieve that by offering them exclusive offers or referral schemes.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/userpilot-users-insights-power-users-rfm-analysis_40bce168ef1347ef86e18e603e652804_800.gif 1x, https:\/\/images.storychief.com\/account_6827\/userpilot-users-insights-power-users-rfm-analysis_40bce168ef1347ef86e18e603e652804_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/userpilot-users-insights-power-users-rfm-analysis_40bce168ef1347ef86e18e603e652804_800.gif 1x, https:\/\/images.storychief.com\/account_6827\/userpilot-users-insights-power-users-rfm-analysis_40bce168ef1347ef86e18e603e652804_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/userpilot-users-insights-power-users-rfm-analysis_40bce168ef1347ef86e18e603e652804_800.gif\" alt=\"Power user activity tracking in Userpilot \" \/><\/picture><figcaption>Power-user activity tracking in <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<h2 id=\"a3sr8\">At-risk customers<\/h2>\n<p>At-risk customers are inactive and their subscription is about to expire.<\/p>\n<p>As they are not experiencing value from the product, they are not likely to renew their subscriptions. If you don&#8217;t want to lose them, you need to <a href=\"https:\/\/userpilot.com\/blog\/reengaging-churned-customers\/\" target=\"_blank\" rel=\"noopener noreferrer\">re-engage them<\/a> and lure them back to the product.<\/p>\n<p>You can do this by offering them discounts or exclusive offers. Make sure they know about<a href=\"https:\/\/userpilot.com\/blog\/new-feature-announcement-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\"> new feature releases<\/a> as lacking functionality could be a reason for their churn.<\/p>\n<p>Even if you don&#8217;t manage to win them back, such users can be a source of valuable insights into how you can improve the product for others, so always reach out to them with <a href=\"https:\/\/userpilot.com\/blog\/customer-feedback-collection\/\" target=\"_blank\" rel=\"noopener noreferrer\">feedback <\/a>requests.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/inactive-rfm-analysis_ec4ace6b77c524c95748ca236e0b85f9_800.png 1x, https:\/\/images.storychief.com\/account_6827\/inactive-rfm-analysis_ec4ace6b77c524c95748ca236e0b85f9_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/inactive-rfm-analysis_ec4ace6b77c524c95748ca236e0b85f9_800.png 1x, https:\/\/images.storychief.com\/account_6827\/inactive-rfm-analysis_ec4ace6b77c524c95748ca236e0b85f9_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/11\/inactive-rfm-analysis_ec4ace6b77c524c95748ca236e0b85f9_800.png\" alt=\"Inactive users are at risk of churning\" \/><\/picture><figcaption>Inactive users are at risk of churning.<\/figcaption><\/figure>\n<h2 id=\"elkja\">Conclusion<\/h2>\n<p>RMF analysis is a valuable tool whose primary use is to segment users for targeted engagement. Product teams can also use it to identify the most valuable functionality and make informed decisions about their development in the future.<\/p>\n<p>If you would like to see how Userpilot can help you conduct RMF analysis and segment your users, <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">book the demo<\/a>!<\/p>\n<div class=\"poptin-embedded\" data-id=\"eeac831106613\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>RFM analysis is a tool that allows marketing, sales, and product teams to segment users to improve product engagement, and customer retention, and increase their lifetime value (CLTV). RMF segmentation uses real-life user behavior data for quantitative ranking of customers on three dimensions: recency, frequency, and monetary value.<\/p>\n","protected":false},"author":51,"featured_media":17159,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[214,293],"tags":[332,336,181,964,216,628,443,437,316,694,514],"class_list":["post-17157","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-management","category-product-marketing","tag-customer-engagement","tag-customer-segmentation","tag-increase-product-adoption","tag-increase-retention","tag-product-management","tag-saas-customer-segmentation","tag-saas-product-adoption","tag-user-behavior-analytics","tag-user-engagement","tag-user-engagement-strategies","tag-user-segmentation"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>RFM Analysis in SaaS: The Product Manager&#039;s Guide<\/title>\n<meta name=\"description\" content=\"RFM analysis is a valuable tool for user segmentation and targeted engagement. 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