Automatically prevent over-messaging with omnichannel campaigns exit criteria
You will learn
Learn about exit criteria in omnichannel campaigns, including what they are and how they automatically remove customers from campaigns after they convert.
Exit criteria help prevent over-messaging by automatically removing customers from multi-day omnichannel campaigns, such as product drops, flash sales, and loyalty pushes, once they meet the defined conversion conditions. This stops further messages from that campaign for customers who have already converted.
Before you begin
This article covers how to set up exit criteria for omnichannel campaigns. If this is your first time creating a campaign, learn how to create and send an email campaign. For an overview of campaign paths and messages, see Getting started with omnichannel campaigns.
How it works
- Select a conversion metric for your campaign.
- Klaviyo records the campaign start date when the earliest message in the entire omnichannel campaign is sent.
- After the first message is sent, Klaviyo checks for the selected conversion when preparing recipients for later messages. Profiles that have converted are excluded from those messages, even if the conversion came from another campaign or flow.
Example: sneaker drop launch
- Day 1, 9 a.m. email: Early access message
- Day 1, 1 p.m. SMS: Reminder message
- Day 2, 9 a.m. email: Next-day follow-up message
Exit condition: Placed Order
A customer who purchases at 9:15 a.m. on day 1 is automatically excluded from future messages in the campaign, including the 1 p.m. SMS reminder and next-day 9 a.m. email follow-up.
Configure exit criteria
Exit criteria lock when you schedule or send a message
Once the first message in a campaign has been sent, exit criteria are locked and can no longer be changed or turned off for that campaign. If exit criteria were not turned on before the first message was sent, they cannot be enabled for the remainder of the campaign.
If no messages have been sent, revert all scheduled messages to draft to unlock exit criteria.
- Open or create an omnichannel campaign.
- Open Campaign settings using either option below:
- Click the Campaign settings gear icon in the upper-right corner of the canvas.
- Click any audience block, then click Edit in the Campaign settings section.
- On the Sending tab, turn on Exit condition. This setting is off by default.
- Select a Conversion metric (Placed Order recommended).
- Click Save, then click X to close Campaign settings.
Troubleshooting
- If exit criteria are grayed out, check whether any messages are scheduled or sent. If none have been sent, revert all scheduled messages to draft. You also need permission to edit campaigns, and the campaign must not be archived.
- If you want to exclude profiles that converted before the start of the campaign, add a list or segment containing those profiles under Don't send to in each relevant audience.
- Custom conversion metrics can’t be used as the conversion metric, so they won’t appear in the dropdown menu.
Additional resources
- How to create and send an email campaign
Learn about the basics of email campaigns, including what they are and how to send them in Klaviyo.
- How to create and send an SMS campaign
Learn how to create and send an SMS campaign in Klaviyo. Note that the process is almost exactly the same for MMS campaigns. The only difference is that you add an image or GIF during the content creation stage.
- How to cancel a scheduled or sending campaign
Learn how to cancel a campaign that has been scheduled or partially sent. Campaigns that have already been fully sent cannot be cancelled. If you don't see the option to cancel a campaign by following the steps below, then sending is already complete and it can no longer be cancelled.