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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 A tag applied by hand once a month will always be out of date on the day it matters.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:
- Trigger.
- Condition: has the customer tag. If yes, end the run, or branch into a version that makes sense for them.
- 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.