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 allows you to give inactive customers a final opportunity to reengage before removing their data. 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 lack 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 the contact reaches 730 days of inactivity, when they are considered lost.
Trigger splits
A trigger split is used to check 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 purchasing, 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 for 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
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. Click Automation in the left-hand menu, hit New automation and select the trigger Scheduled selection.
2. Configure the entry conditions by hovering on the trigger and clicking Edit (the pencil icon). Set a start frequency, such as once per day to avoid overloading automation with too many contacts at once.
3. Set the entry criteria to include contacts who have been inactive for 700 days. This ensures that they enter 30 days before they are considered lost at 730 days of inactivity.
4. Next step is to click on the plus sign below the entry trigger, select Activity and then Send email sendout. Inform the customer that their account is about to be terminated, and that you’d truly appreciate their feedback.
5. Add a trigger split by clicking the plus sign, Activity and then Trigger under Splits. Wait 30 days for a new purchase, meaning that the customers have been reactivated.
6. Customers that aren’t reactivated in 30 days should receive a goodbye email. Then click the plus sign, Activity and Delete contact.
Remember to Save and Activate the automation to get it going.
Alternative setup
You can also create a simplified automation dedicated only to deleting inactive contacts. However, it’s recommended that you at least give the customers a heads up.
In this setup:
1. Configure Scheduled selection to capture contacts after 730 days of inactivity.
2. Add an email to inform the contacts that you’re about to remove their data.
3. Add the Delete contact activity right after the email.
4. Save and Activate the automation.
This allows you to automatically remove long-term inactive contacts while maintaining a clean and compliant contact base.
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 simultaneously. 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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