Platform: Enolytics DTC

Summary:

What it is: Membership Rfm Risk Factor shows a calculated risk score based on RFM (Recency, Frequency, Monetary) analysis, helping you identify wine club members who may be at risk of cancelling or becoming inactive.

How to use it:
• Identify high-risk club members who haven't purchased recently or have declining purchase patterns, so you can proactively reach out with targeted retention campaigns
• Segment your membership base by risk level to prioritize your customer success efforts and allocate resources to members most likely to churn

Tip: Lower risk scores typically indicate stable, engaged members, while higher scores suggest members who may need attention - use this alongside Membership Status to focus on Current Members with elevated risk factors.

Note: Parts of this article were generated with AI and may not be perfect. If something looks off or could be better, click the 😞 below — it opens a quick chat so you can let us know.

Quick Stats:

risk factor based on rfm

Type: float

Format: #,##0.00