---
title: "RFM Segments: At Risk"
slug: "rfm-segments-at-risk"
description: "Learn how to use RFM segments at risk in InOne to identify customers with declining engagement and re-engage them with targeted campaigns."
tags: ["rfm", "rfm segments"]
updated: 2026-01-12T10:45:37Z
published: 2026-01-12T10:45:37Z
canonical: "academy.insiderone.com/rfm-segments-at-risk"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://academy.insiderone.com/llms.txt
> Use this file to discover all available pages before exploring further.

# RFM Segments: At Risk

At Risk customers are users who:

- Last purchased a long time ago.
- Shop frequently.
- Spend average amounts.
- Have **Low** Recency score, **High** Frequency score, and **Medium** Monetary [score](https://academy.useinsider.com/docs/rfm-segments#scoring-model).![](https://cdn.document360.io/c6df4583-da94-4cb2-bb8a-be0cbdd11109/Images/Documentation/atrisk.png)

The At Risk segment identifies frequent past buyers who are showing signs of churn—best targeted with offers, product recommendations, and personalized re-engagement campaigns.

## Use Cases

#### Incentive Campaigns

Offer discount coupons to re-engage at-risk customers.

#### Value-Focused Product Recommendations

Recommend discounted products and new arrivals to spark interest.

#### Re-engagement Messaging

Send engaging messages, emails, and content to encourage a return to activity.