---
title: "RFM Segments: Lost"
slug: "rfm-segments-lost"
description: "Learn how to use RFM segments lost in InOne to identify disengaged customers and reengage them with tailored campaigns to improve retention."
tags: ["rfm", "rfm segments"]
updated: 2026-01-12T10:50:13Z
published: 2026-01-12T10:50:13Z
canonical: "academy.insiderone.com/rfm-segments-lost"
---

> ## 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: Lost

Lost customers are users who have:

- Not purchased for a long time.
- Shop infrequently.
- Spend very little.
- **Lowest** Recency score, **Low** Frequency score, and **Lowest** Monetary [score](https://academy.useinsider.com/docs/rfm-segments#scoring-model).

![](https://cdn.document360.io/c6df4583-da94-4cb2-bb8a-be0cbdd11109/Images/Documentation/rfmlost*.png)

The Lost segment contains low-value, long-inactive customers—best targeted with incentive-driven reactivation campaigns.

## Use Cases

#### Reactivation Incentives

Offer special discount coupons to encourage them to return.

#### Reactivation Journeys via Architect

Use [Architect](/v1/docs/introduction-to-architect) to design multi-channel reactivation flows across reachable channels (e.g., Email, Web Push, SMS).