Blog
June 19, 2025
Blog
June 19, 2025
Blog
June 19, 2025
Struggling with slipping customer retention? Discover how Klaviyo’s churn risk scoring helps you predict drop-off, trigger win-back flows, and boost long-term loyalty, before it’s too late.
Losing customers hurts. But what if you could stop it before it happens?
Klaviyo Churn Risk helps brands predict which customers might stop buying. It's a powerful feature that lets DTC eCommerce brands take action before it’s too late.
In this blog, you’ll learn:
What Klaviyo churn risk is
Where to find it in your account
How to use it with RFM segmentation
How to build flows that win customers back
Advanced strategies and common mistakes
Want higher retention and repeat sales? This guide is for you.
What Is Klaviyo Churn Risk?
Churn risk is Klaviyo’s way of predicting if a customer is likely to stop engaging or buying from your store.
In Simple Terms:
It's a score (High, Medium, Low) shown in each customer profile.
Calculated using a mix of behaviours like how often someone buys or opens emails.
Why This Matters:
Keeping an existing customer is much cheaper than finding a new one up to 7x cheaper.
Churn risk helps you focus on saving customers before they leave.
High churn = missed revenue and lower lifetime value.
Low churn = stronger retention, better ROI, and more word-of-mouth.
Tip: Use churn risk like an early warning system. Don’t wait until customers disappear.
How Klaviyo Predicts Churn Risk
Klaviyo uses machine learning to score each customer based on past actions.
Top Signals Klaviyo Tracks:
Email activity: Open and click rates from campaigns and flows.
Order habits: How often someone buys and the time between purchases.
Site activity: (If tracked) behaviour like browsing or cart abandonment.
Example:
A customer buys every 30 days and clicks every second email.
But it’s now Day 65 with no orders or opens.
Klaviyo flags her as "High churn risk"—time to act.
Where to Find It:
Go to any customer profile > go to Metrics & Insights
See Churn Risk Prediction + other useful metrics like Expected date of Next Order
Or go to Predictive Analytics for a wider view
Combining Churn Risk with RFM Segmentation
RFM = a way to score customers based on:
Recency: When did they last order?
Frequency: How often do they buy?
Monetary: How much do they spend?
Why Combine with Churn Risk?
On its own, RFM shows value. Churn risk shows danger.
Together? You get powerful segments that show who’s worth saving.
Segment Ideas:
At-Risk Champions: Loyal customers with high churn risk. Save them fast.
Sleeping VIPs: Big spenders who haven’t returned in a while.
Safe & Steady: Low churn + frequent buyers = potential loyalty rewards.
How to Create a Churn Risk Segment with RFM
1. Go to RFM Analysis
For Advanced KDP: Advanced KDP > Intelligence > Customer insights > RFM analysis
For Marketing Analytics: Marketing Analytics > Customer insights > RFM analysis
2. Create Segment from RFM Card
Scroll to RFM Segments and click Create segment
3. Name & Tag
Give your segment a clear name (e.g. “Inactive – High Value”) and apply tags if needed
4. Set Segment Conditions
Properties about someone > Current RFM group equals Inactive
5. (Optional) Add Purchase Filter
To target specific buyers, add:
What someone has done > Placed Order equals X over all time
Related post: Klaviyo RFM Segments: 6 Strategies to Boost Retention shows how to use RFM data to create powerful lifecycle segments, which pair perfectly with churn risk scoring.
Building Churn Risk Segments in Klaviyo
Now that you understand the risk scores, let’s turn them into smart segments.
Step-by-Step Setup:
The process involves:
1. Navigating to Lists & Segments > Create a new segment.
2. Setting conditions: Select Predictive analytics about someone > then select Churn Risk Prediction ≥ 75 and Last Purchase > 60 days ago to target inactive customers.
3. Refining the segment with additional filters, such as Predictive CLV or Email Engagement, for better targeting.
4. Saving and naming the segment for easy identification in flows.
5. Using the segment in automated win-back flows to re-engage at-risk customers.
Tip: Keep segment logic simple. Start broad, test, then narrow in.
Step-by-Step Guide: Setting Up Your Churn Risk Flow
Now it’s time to automate your retention playbook.
First, Activate Predictive Metrics:
To use churn risk:
Your Klaviyo account must have 180+ days of order data
At least 500 customers with 1+ orders
Once these are met, Churn Risk appears under Predictive Analytics in each customer profile.
Flow Building:
Step 1: Create a New Flow
Go to Flows > Create from Scratch and name it (e.g. Churn Prevention – At-Risk VIPs). You can also find Churn Prevention by searching for it in the flow library and selecting it from the results.
![Churn Prevention in the flow library.png Alt Text: Klaviyo Flow Library showing the [RFM] Churn Prevention flow template under “Encourage repeat purchases.”](https://framerusercontent.com/images/eR5mQFTTSSe2JMuonzfmLEdQVmI.png)
Step 2: Add Segment Trigger
Trigger with a segment using:
Properties about someone > Current RFM Group = Champions
Churn Risk Prediction ≥ 75
Last Order > 60 days ago
Step 3: Add Flow Filters (Optional)
Use flow filters to refine further:
Predictive CLV > £100
Email opened in last 90 days
Placed Order = 0 in last 30 days
Step 4: Add Email Branches with Conditional Splits
Branch logic using:
Predictive CLV (high vs low)
Loyalty Tier ID (e.g. Smile.io VIP level)
Step 5: Set Email Sequence
Email 1 – “We Miss You”: Feature previously browsed or purchased items.
Email 2 – “Come Back Bonus”: Offer personalised incentive (code, points, or free shipping).
Email 3 – “Final Nudge”: Urgency-based CTA with time-limited offer or social proof.
Step 6: Add Time Delays & Smart Sending
Delay 2–3 days between emails
Use Smart Sending to avoid over-emailing
For more tips on bringing back lapsed customers, check out our guide on Winback Flow: 6 Tips to Re-engage Lapsed Customers, which complements this churn risk strategy perfectly.
7 Advanced Strategies to Reduce Churn Risk in Klaviyo
1. Predictive Replenishment Flow + Churn Risk Layer
Combine Klaviyo’s “Predicted Next Order Date” with high churn scores
Trigger timely reminders only for high-risk customers who are overdue
2. High-Risk Loyalty Upgrade Flow
Auto-enrol high-risk customers into your loyalty program
Trigger a surprise bonus or fast-track tier upgrade with no purchase required
3. VIP Early Access for At-Risk Profiles
Launch new collections early for these customers
No discount needed — exclusivity is the hook
4. Predictive Cross-Sell Flow With Urgency
Identify high-churn-risk customers with low AOV
Trigger a limited-time cross-sell bundle personalised to their last purchase
5. Retarget High-Risk Profiles Off-Platform
Sync churn risk segments to Facebook and Google Ads
Use value-focused ad creative (“Still thinking about us?” or “Last chance to come back and save 15%”)
6. Pre-Churn Check-In Survey (With Incentivised Completion)
Trigger a survey for high-risk customers with no activity in 45–60 days
Offer points, credits, or entry into a giveaway as an incentive to complete
7. Multi-Channel Save Flow (Email + SMS + Push)
Build a sequence that escalates across channels
Day 1: Email with offer
Day 3: SMS reminder
Day 5: Push with urgency CTA (if integrated)
Tailor the message and tone per channel to avoid duplication fatigue
Many of these tactics build on the foundation of flows like Browse Abandonment or Welcome Series. If you haven’t yet, read 8 Essential Klaviyo Flows to Boost Customer Loyalty to make sure your CRM is set up to keep customers engaged long before churn risk rises.
Common Pitfalls and How to Avoid Them
Purpose: Warn marketers about the most frequent mistakes when using churn risk data, and how to fix them.
FAQs
1. Can I sync churn risk segments to Facebook or Google Ads?
Yes. You can sync any Klaviyo segment, including churn-based ones, to Facebook and Google for targeted ad campaigns.
2. Does churn risk work for first-time customers?
It can, but it's more accurate for repeat customers. Klaviyo uses patterns over time, so more data improves predictions.
3. Can I export churn risk scores from Klaviyo?
Yes. You can export churn risk data via Klaviyo’s custom reports tool or API for deeper analysis.
4. What’s the difference between churn risk and predictive CLV?
Churn risk predicts drop-off likelihood. Predictive CLV estimates future revenue. Use them together for smarter prioritisation.
5. Does email frequency affect churn scores?
Yes. Sending too many emails without engagement can increase churn risk. Use Smart Sending and suppress inactive users.
Conclusion
Losing customers is frustrating, especially when it feels like you didn’t see it coming. That’s where Klaviyo’s churn risk steps in. It flags slipping customers early, so you can take action before they disappear for good.
By using it with RFM segmentation, smart flows, and multi-channel nudges, you’ll not only recover lost revenue but also build longer-lasting relationships. The brands that win in 2025 won’t be the ones shouting the loudest, but the ones listening closely to the signs customers are about to churn. Now, you can be one of them.
If you’re unsure whether your current flows are doing enough to retain customers, start with our Klaviyo Tutorial for Beginners to check the basics before layering advanced retention strategies.
Key Takeaways
Understand Risk: Churn risk predicts the chance a customer will stop buying.
Use With RFM: Combine churn risk with recency, frequency, and value for better targeting.
Segment Smartly: Build focused segments like “At-Risk VIPs” or “Sleeping High-Spenders.”
Automate Flows: Trigger personalised win-back emails, SMS, and ads using churn scores.
Avoid Pitfalls: Don’t rely on churn data alone, layer in behaviour, incentives, and regular reviews.
Struggling to stop loyal customers from drifting away?
Unlock the power of Klaviyo’s churn risk scores to identify, engage, and retain high-value customers before they slip away. Click here for a free Klaviyo retention audit with our team and get actionable insights tailored to your customer data
Losing customers hurts. But what if you could stop it before it happens?
Klaviyo Churn Risk helps brands predict which customers might stop buying. It's a powerful feature that lets DTC eCommerce brands take action before it’s too late.
In this blog, you’ll learn:
What Klaviyo churn risk is
Where to find it in your account
How to use it with RFM segmentation
How to build flows that win customers back
Advanced strategies and common mistakes
Want higher retention and repeat sales? This guide is for you.
What Is Klaviyo Churn Risk?
Churn risk is Klaviyo’s way of predicting if a customer is likely to stop engaging or buying from your store.
In Simple Terms:
It's a score (High, Medium, Low) shown in each customer profile.
Calculated using a mix of behaviours like how often someone buys or opens emails.
Why This Matters:
Keeping an existing customer is much cheaper than finding a new one up to 7x cheaper.
Churn risk helps you focus on saving customers before they leave.
High churn = missed revenue and lower lifetime value.
Low churn = stronger retention, better ROI, and more word-of-mouth.
Tip: Use churn risk like an early warning system. Don’t wait until customers disappear.
How Klaviyo Predicts Churn Risk
Klaviyo uses machine learning to score each customer based on past actions.
Top Signals Klaviyo Tracks:
Email activity: Open and click rates from campaigns and flows.
Order habits: How often someone buys and the time between purchases.
Site activity: (If tracked) behaviour like browsing or cart abandonment.
Example:
A customer buys every 30 days and clicks every second email.
But it’s now Day 65 with no orders or opens.
Klaviyo flags her as "High churn risk"—time to act.
Where to Find It:
Go to any customer profile > go to Metrics & Insights
See Churn Risk Prediction + other useful metrics like Expected date of Next Order
Or go to Predictive Analytics for a wider view
Combining Churn Risk with RFM Segmentation
RFM = a way to score customers based on:
Recency: When did they last order?
Frequency: How often do they buy?
Monetary: How much do they spend?
Why Combine with Churn Risk?
On its own, RFM shows value. Churn risk shows danger.
Together? You get powerful segments that show who’s worth saving.
Segment Ideas:
At-Risk Champions: Loyal customers with high churn risk. Save them fast.
Sleeping VIPs: Big spenders who haven’t returned in a while.
Safe & Steady: Low churn + frequent buyers = potential loyalty rewards.
How to Create a Churn Risk Segment with RFM
1. Go to RFM Analysis
For Advanced KDP: Advanced KDP > Intelligence > Customer insights > RFM analysis
For Marketing Analytics: Marketing Analytics > Customer insights > RFM analysis
2. Create Segment from RFM Card
Scroll to RFM Segments and click Create segment
3. Name & Tag
Give your segment a clear name (e.g. “Inactive – High Value”) and apply tags if needed
4. Set Segment Conditions
Properties about someone > Current RFM group equals Inactive
5. (Optional) Add Purchase Filter
To target specific buyers, add:
What someone has done > Placed Order equals X over all time
Related post: Klaviyo RFM Segments: 6 Strategies to Boost Retention shows how to use RFM data to create powerful lifecycle segments, which pair perfectly with churn risk scoring.
Building Churn Risk Segments in Klaviyo
Now that you understand the risk scores, let’s turn them into smart segments.
Step-by-Step Setup:
The process involves:
1. Navigating to Lists & Segments > Create a new segment.
2. Setting conditions: Select Predictive analytics about someone > then select Churn Risk Prediction ≥ 75 and Last Purchase > 60 days ago to target inactive customers.
3. Refining the segment with additional filters, such as Predictive CLV or Email Engagement, for better targeting.
4. Saving and naming the segment for easy identification in flows.
5. Using the segment in automated win-back flows to re-engage at-risk customers.
Tip: Keep segment logic simple. Start broad, test, then narrow in.
Step-by-Step Guide: Setting Up Your Churn Risk Flow
Now it’s time to automate your retention playbook.
First, Activate Predictive Metrics:
To use churn risk:
Your Klaviyo account must have 180+ days of order data
At least 500 customers with 1+ orders
Once these are met, Churn Risk appears under Predictive Analytics in each customer profile.
Flow Building:
Step 1: Create a New Flow
Go to Flows > Create from Scratch and name it (e.g. Churn Prevention – At-Risk VIPs). You can also find Churn Prevention by searching for it in the flow library and selecting it from the results.
Step 2: Add Segment Trigger
Trigger with a segment using:
Properties about someone > Current RFM Group = Champions
Churn Risk Prediction ≥ 75
Last Order > 60 days ago
Step 3: Add Flow Filters (Optional)
Use flow filters to refine further:
Predictive CLV > £100
Email opened in last 90 days
Placed Order = 0 in last 30 days
Step 4: Add Email Branches with Conditional Splits
Branch logic using:
Predictive CLV (high vs low)
Loyalty Tier ID (e.g. Smile.io VIP level)
Step 5: Set Email Sequence
Email 1 – “We Miss You”: Feature previously browsed or purchased items.
Email 2 – “Come Back Bonus”: Offer personalised incentive (code, points, or free shipping).
Email 3 – “Final Nudge”: Urgency-based CTA with time-limited offer or social proof.
Step 6: Add Time Delays & Smart Sending
Delay 2–3 days between emails
Use Smart Sending to avoid over-emailing
For more tips on bringing back lapsed customers, check out our guide on Winback Flow: 6 Tips to Re-engage Lapsed Customers, which complements this churn risk strategy perfectly.
7 Advanced Strategies to Reduce Churn Risk in Klaviyo
1. Predictive Replenishment Flow + Churn Risk Layer
Combine Klaviyo’s “Predicted Next Order Date” with high churn scores
Trigger timely reminders only for high-risk customers who are overdue
2. High-Risk Loyalty Upgrade Flow
Auto-enrol high-risk customers into your loyalty program
Trigger a surprise bonus or fast-track tier upgrade with no purchase required
3. VIP Early Access for At-Risk Profiles
Launch new collections early for these customers
No discount needed — exclusivity is the hook
4. Predictive Cross-Sell Flow With Urgency
Identify high-churn-risk customers with low AOV
Trigger a limited-time cross-sell bundle personalised to their last purchase
5. Retarget High-Risk Profiles Off-Platform
Sync churn risk segments to Facebook and Google Ads
Use value-focused ad creative (“Still thinking about us?” or “Last chance to come back and save 15%”)
6. Pre-Churn Check-In Survey (With Incentivised Completion)
Trigger a survey for high-risk customers with no activity in 45–60 days
Offer points, credits, or entry into a giveaway as an incentive to complete
7. Multi-Channel Save Flow (Email + SMS + Push)
Build a sequence that escalates across channels
Day 1: Email with offer
Day 3: SMS reminder
Day 5: Push with urgency CTA (if integrated)
Tailor the message and tone per channel to avoid duplication fatigue
Many of these tactics build on the foundation of flows like Browse Abandonment or Welcome Series. If you haven’t yet, read 8 Essential Klaviyo Flows to Boost Customer Loyalty to make sure your CRM is set up to keep customers engaged long before churn risk rises.
Common Pitfalls and How to Avoid Them
Purpose: Warn marketers about the most frequent mistakes when using churn risk data, and how to fix them.
FAQs
1. Can I sync churn risk segments to Facebook or Google Ads?
Yes. You can sync any Klaviyo segment, including churn-based ones, to Facebook and Google for targeted ad campaigns.
2. Does churn risk work for first-time customers?
It can, but it's more accurate for repeat customers. Klaviyo uses patterns over time, so more data improves predictions.
3. Can I export churn risk scores from Klaviyo?
Yes. You can export churn risk data via Klaviyo’s custom reports tool or API for deeper analysis.
4. What’s the difference between churn risk and predictive CLV?
Churn risk predicts drop-off likelihood. Predictive CLV estimates future revenue. Use them together for smarter prioritisation.
5. Does email frequency affect churn scores?
Yes. Sending too many emails without engagement can increase churn risk. Use Smart Sending and suppress inactive users.
Conclusion
Losing customers is frustrating, especially when it feels like you didn’t see it coming. That’s where Klaviyo’s churn risk steps in. It flags slipping customers early, so you can take action before they disappear for good.
By using it with RFM segmentation, smart flows, and multi-channel nudges, you’ll not only recover lost revenue but also build longer-lasting relationships. The brands that win in 2025 won’t be the ones shouting the loudest, but the ones listening closely to the signs customers are about to churn. Now, you can be one of them.
If you’re unsure whether your current flows are doing enough to retain customers, start with our Klaviyo Tutorial for Beginners to check the basics before layering advanced retention strategies.
Key Takeaways
Understand Risk: Churn risk predicts the chance a customer will stop buying.
Use With RFM: Combine churn risk with recency, frequency, and value for better targeting.
Segment Smartly: Build focused segments like “At-Risk VIPs” or “Sleeping High-Spenders.”
Automate Flows: Trigger personalised win-back emails, SMS, and ads using churn scores.
Avoid Pitfalls: Don’t rely on churn data alone, layer in behaviour, incentives, and regular reviews.
Struggling to stop loyal customers from drifting away?
Unlock the power of Klaviyo’s churn risk scores to identify, engage, and retain high-value customers before they slip away. Click here for a free Klaviyo retention audit with our team and get actionable insights tailored to your customer data
Struggling with slipping customer retention? Discover how Klaviyo’s churn risk scoring helps you predict drop-off, trigger win-back flows, and boost long-term loyalty, before it’s too late.
Losing customers hurts. But what if you could stop it before it happens?
Klaviyo Churn Risk helps brands predict which customers might stop buying. It's a powerful feature that lets DTC eCommerce brands take action before it’s too late.
In this blog, you’ll learn:
What Klaviyo churn risk is
Where to find it in your account
How to use it with RFM segmentation
How to build flows that win customers back
Advanced strategies and common mistakes
Want higher retention and repeat sales? This guide is for you.
What Is Klaviyo Churn Risk?
Churn risk is Klaviyo’s way of predicting if a customer is likely to stop engaging or buying from your store.
In Simple Terms:
It's a score (High, Medium, Low) shown in each customer profile.
Calculated using a mix of behaviours like how often someone buys or opens emails.
Why This Matters:
Keeping an existing customer is much cheaper than finding a new one up to 7x cheaper.
Churn risk helps you focus on saving customers before they leave.
High churn = missed revenue and lower lifetime value.
Low churn = stronger retention, better ROI, and more word-of-mouth.
Tip: Use churn risk like an early warning system. Don’t wait until customers disappear.
How Klaviyo Predicts Churn Risk
Klaviyo uses machine learning to score each customer based on past actions.
Top Signals Klaviyo Tracks:
Email activity: Open and click rates from campaigns and flows.
Order habits: How often someone buys and the time between purchases.
Site activity: (If tracked) behaviour like browsing or cart abandonment.
Example:
A customer buys every 30 days and clicks every second email.
But it’s now Day 65 with no orders or opens.
Klaviyo flags her as "High churn risk"—time to act.
Where to Find It:
Go to any customer profile > go to Metrics & Insights
See Churn Risk Prediction + other useful metrics like Expected date of Next Order
Or go to Predictive Analytics for a wider view
Combining Churn Risk with RFM Segmentation
RFM = a way to score customers based on:
Recency: When did they last order?
Frequency: How often do they buy?
Monetary: How much do they spend?
Why Combine with Churn Risk?
On its own, RFM shows value. Churn risk shows danger.
Together? You get powerful segments that show who’s worth saving.
Segment Ideas:
At-Risk Champions: Loyal customers with high churn risk. Save them fast.
Sleeping VIPs: Big spenders who haven’t returned in a while.
Safe & Steady: Low churn + frequent buyers = potential loyalty rewards.
How to Create a Churn Risk Segment with RFM
1. Go to RFM Analysis
For Advanced KDP: Advanced KDP > Intelligence > Customer insights > RFM analysis
For Marketing Analytics: Marketing Analytics > Customer insights > RFM analysis
2. Create Segment from RFM Card
Scroll to RFM Segments and click Create segment
3. Name & Tag
Give your segment a clear name (e.g. “Inactive – High Value”) and apply tags if needed
4. Set Segment Conditions
Properties about someone > Current RFM group equals Inactive
5. (Optional) Add Purchase Filter
To target specific buyers, add:
What someone has done > Placed Order equals X over all time
Related post: Klaviyo RFM Segments: 6 Strategies to Boost Retention shows how to use RFM data to create powerful lifecycle segments, which pair perfectly with churn risk scoring.
Building Churn Risk Segments in Klaviyo
Now that you understand the risk scores, let’s turn them into smart segments.
Step-by-Step Setup:
The process involves:
1. Navigating to Lists & Segments > Create a new segment.
2. Setting conditions: Select Predictive analytics about someone > then select Churn Risk Prediction ≥ 75 and Last Purchase > 60 days ago to target inactive customers.
3. Refining the segment with additional filters, such as Predictive CLV or Email Engagement, for better targeting.
4. Saving and naming the segment for easy identification in flows.
5. Using the segment in automated win-back flows to re-engage at-risk customers.
Tip: Keep segment logic simple. Start broad, test, then narrow in.
Step-by-Step Guide: Setting Up Your Churn Risk Flow
Now it’s time to automate your retention playbook.
First, Activate Predictive Metrics:
To use churn risk:
Your Klaviyo account must have 180+ days of order data
At least 500 customers with 1+ orders
Once these are met, Churn Risk appears under Predictive Analytics in each customer profile.
Flow Building:
Step 1: Create a New Flow
Go to Flows > Create from Scratch and name it (e.g. Churn Prevention – At-Risk VIPs). You can also find Churn Prevention by searching for it in the flow library and selecting it from the results.
Step 2: Add Segment Trigger
Trigger with a segment using:
Properties about someone > Current RFM Group = Champions
Churn Risk Prediction ≥ 75
Last Order > 60 days ago
Step 3: Add Flow Filters (Optional)
Use flow filters to refine further:
Predictive CLV > £100
Email opened in last 90 days
Placed Order = 0 in last 30 days
Step 4: Add Email Branches with Conditional Splits
Branch logic using:
Predictive CLV (high vs low)
Loyalty Tier ID (e.g. Smile.io VIP level)
Step 5: Set Email Sequence
Email 1 – “We Miss You”: Feature previously browsed or purchased items.
Email 2 – “Come Back Bonus”: Offer personalised incentive (code, points, or free shipping).
Email 3 – “Final Nudge”: Urgency-based CTA with time-limited offer or social proof.
Step 6: Add Time Delays & Smart Sending
Delay 2–3 days between emails
Use Smart Sending to avoid over-emailing
For more tips on bringing back lapsed customers, check out our guide on Winback Flow: 6 Tips to Re-engage Lapsed Customers, which complements this churn risk strategy perfectly.
7 Advanced Strategies to Reduce Churn Risk in Klaviyo
1. Predictive Replenishment Flow + Churn Risk Layer
Combine Klaviyo’s “Predicted Next Order Date” with high churn scores
Trigger timely reminders only for high-risk customers who are overdue
2. High-Risk Loyalty Upgrade Flow
Auto-enrol high-risk customers into your loyalty program
Trigger a surprise bonus or fast-track tier upgrade with no purchase required
3. VIP Early Access for At-Risk Profiles
Launch new collections early for these customers
No discount needed — exclusivity is the hook
4. Predictive Cross-Sell Flow With Urgency
Identify high-churn-risk customers with low AOV
Trigger a limited-time cross-sell bundle personalised to their last purchase
5. Retarget High-Risk Profiles Off-Platform
Sync churn risk segments to Facebook and Google Ads
Use value-focused ad creative (“Still thinking about us?” or “Last chance to come back and save 15%”)
6. Pre-Churn Check-In Survey (With Incentivised Completion)
Trigger a survey for high-risk customers with no activity in 45–60 days
Offer points, credits, or entry into a giveaway as an incentive to complete
7. Multi-Channel Save Flow (Email + SMS + Push)
Build a sequence that escalates across channels
Day 1: Email with offer
Day 3: SMS reminder
Day 5: Push with urgency CTA (if integrated)
Tailor the message and tone per channel to avoid duplication fatigue
Many of these tactics build on the foundation of flows like Browse Abandonment or Welcome Series. If you haven’t yet, read 8 Essential Klaviyo Flows to Boost Customer Loyalty to make sure your CRM is set up to keep customers engaged long before churn risk rises.
Common Pitfalls and How to Avoid Them
Purpose: Warn marketers about the most frequent mistakes when using churn risk data, and how to fix them.
FAQs
1. Can I sync churn risk segments to Facebook or Google Ads?
Yes. You can sync any Klaviyo segment, including churn-based ones, to Facebook and Google for targeted ad campaigns.
2. Does churn risk work for first-time customers?
It can, but it's more accurate for repeat customers. Klaviyo uses patterns over time, so more data improves predictions.
3. Can I export churn risk scores from Klaviyo?
Yes. You can export churn risk data via Klaviyo’s custom reports tool or API for deeper analysis.
4. What’s the difference between churn risk and predictive CLV?
Churn risk predicts drop-off likelihood. Predictive CLV estimates future revenue. Use them together for smarter prioritisation.
5. Does email frequency affect churn scores?
Yes. Sending too many emails without engagement can increase churn risk. Use Smart Sending and suppress inactive users.
Conclusion
Losing customers is frustrating, especially when it feels like you didn’t see it coming. That’s where Klaviyo’s churn risk steps in. It flags slipping customers early, so you can take action before they disappear for good.
By using it with RFM segmentation, smart flows, and multi-channel nudges, you’ll not only recover lost revenue but also build longer-lasting relationships. The brands that win in 2025 won’t be the ones shouting the loudest, but the ones listening closely to the signs customers are about to churn. Now, you can be one of them.
If you’re unsure whether your current flows are doing enough to retain customers, start with our Klaviyo Tutorial for Beginners to check the basics before layering advanced retention strategies.
Key Takeaways
Understand Risk: Churn risk predicts the chance a customer will stop buying.
Use With RFM: Combine churn risk with recency, frequency, and value for better targeting.
Segment Smartly: Build focused segments like “At-Risk VIPs” or “Sleeping High-Spenders.”
Automate Flows: Trigger personalised win-back emails, SMS, and ads using churn scores.
Avoid Pitfalls: Don’t rely on churn data alone, layer in behaviour, incentives, and regular reviews.
Struggling to stop loyal customers from drifting away?
Unlock the power of Klaviyo’s churn risk scores to identify, engage, and retain high-value customers before they slip away. Click here for a free Klaviyo retention audit with our team and get actionable insights tailored to your customer data
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Check our other project Blogs with useful insight and information for your businesses
Other Blogs
Other Blogs
Check our other project Blogs with useful insight and information for your businesses