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How do you stop an automation from messaging your existing customers?

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Our welcome flow sent a first time discount to people who have been buying from us for two years. They were not impressed. How do you exclude an existing customer from a flow meant for new people?

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CT

Put a condition at the top of the flow that ends the run when the contact carries your customer tag. Filtering at the send is too late; filtering at the trigger is where it belongs.

For this to work the tag has to exist and be accurate, which is the real job:

  • Tag at the moment of purchase, from whatever step or system knows. A tag applied by hand once a month will always be out of date on the day it matters.
  • Use one tag for the fact and separate tags for the detail. customer is the gate; vip and repeat are for segmentation.
  • Never rely on the absence of a tag as proof of anything. A contact that arrived before you started tagging looks new forever.

Then in the flow:

  1. Trigger.
  2. Condition: has the customer tag. If yes, end the run, or branch into a version that makes sense for them.
  3. Otherwise continue.

Branching is usually better than ending. An existing customer who asks about a product still deserves an answer, just not a first time discount. Two branches on the same trigger costs one extra step and avoids the silence that looks like being ignored.

The same rule applies to broadcasts: the segment is evaluated at send time, so a contact tagged five minutes before the send is excluded, and one tagged five minutes after is not.

The Audience: contacts, tags, and segments article covers tag hygiene.

FD

Branching instead of ending the run is the correction we needed. Our exclusion made us look like we ignored our best customers.

CT

It is the most common consequence. An excluded contact still sent you a message, so silence is a worse answer than the wrong offer.

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