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Creating an exit automation

This article explains how to build an exit automation that identifies inactive contacts, sends a final notification, and removes contacts who remain inactive.

Handling long-term inactive contacts is an important part of maintaining a healthy and compliant customer database. An exit automation gives inactive customers a final opportunity to re-engage before their data is removed. By combining a reactivation attempt with a structured deletion process, you can maintain GDPR compliance while keeping your contact base clean and relevant.

Before you get started

Scheduled selection trigger

This automation uses the Scheduled selection trigger, which automatically selects contacts that match defined criteria at a specific interval.

Unlike other triggers that react to a single event, Scheduled selection runs repeatedly. This makes it suitable for identifying contacts who meet conditions such as long-term inactivity.

If you want to use Scheduled selection but don't have access to it, contact the Engage support team.

Entry criteria

Entry criteria determine which contacts enter the automation. In this example, contacts are considered inactive after 700 days without a purchase, allowing you to send a final message before they reach 730 days of inactivity, when they are considered lost.

To ensure that only established contacts are included, also filter the selection to include contacts registered before a set number of days. This prevents recently added contacts from entering the automation before they've had a fair chance to engage.

Trigger splits

A trigger split checks whether a contact performs a certain action within a defined time. In this automation, the trigger split checks whether the customer makes a purchase during the final reactivation window.

If the action occurs, the contact exits the automation. If not, the workflow continues.

How it works

The automation runs daily to identify contacts who have been inactive for a defined period. In this example, contacts enter the flow after 700 days without a purchase, giving them a 30-day notice period before they reach 730 days of inactivity.

When contacts enter the automation, they receive an email informing them that their account is about to be terminated and inviting them to return or provide feedback.

A trigger split then waits 30 days to check whether the customer makes a purchase. If a purchase occurs, the contact exits the automation. If no purchase is made during the notice period, the contact receives a final goodbye email and is deleted from the contact database.

This process ensures transparency with customers while helping maintain a clean and GDPR-compliant database.

Setting it up

Flowchart

Trigger: Scheduled selection

Entry frequency: Runs once per day

Entry criteria: Contacts inactive for 700 days; exclude contacts registered within the same period

Message 1: Email informing about upcoming account termination

Wait: 30-day reactivation window

Check: Has the contact made a purchase?

  • If yes: Exit the automation
  • If no: Send goodbye email

Final step: Delete contact from database

Step-by-step

  1. Select Automation in the left-hand menu, select New automation, and choose the Scheduled selection trigger.
  2. Configure the entry conditions by hovering on the trigger and selecting Edit (the pencil icon). Set a start frequency, such as once per day, to avoid too many contacts entering the automation at once.

  3. Set the entry criteria to include contacts who have been inactive for 700 days and whose registration date is older than a defined number of days. This ensures that only established contacts enter the flow 30 days before they are considered lost at 730 days of inactivity, while excluding recently registered contacts.

    Scheduled selection entry criteria configuration showing inactivity filter set to 700 days and a registration date filter

  4. Select the plus sign below the entry trigger, choose Activity, and then Send email sendout. Send an email informing the customer that their account is about to be terminated and inviting them to return or provide feedback.
  5. Add a trigger split by selecting the plus sign, then Activity, then Trigger under Splits. Set it to wait 30 days for a new purchase.

  6. For contacts not reactivated within 30 days, send a goodbye email. Then select the plus sign, Activity, and Delete contact.

    Automation flow showing the full exit automation with a trigger split, goodbye email, and Delete contact activity

Select Save and Activate in the top right corner to start the automation.

Alternative setup

You can also create a simplified automation dedicated only to deleting inactive contacts. It's recommended to at least notify customers before removing their data.

  1. Configure Scheduled selection to capture contacts after 730 days of inactivity (factor in the registration date).
  2. Add an email informing contacts that their data is about to be removed.
  3. Add the Delete contact activity immediately after the email.
  4. Select Save and Activate.

Simplified alternative exit automation flow showing a Scheduled selection trigger, a notification email, and a Delete contact activity

Common mistakes to avoid

Not defining inactivity correctly

Make sure the entry criteria reflect your definition of inactivity, such as no purchases for 700 days.

Running the automation too frequently

Running the automation too often could cause large numbers of contacts to enter the workflow at the same time. A daily schedule is usually sufficient.

Deleting contacts without notification

Informing customers before removing their data helps maintain transparency and strengthens trust in your brand.

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