Exit Conditions in Customer.io
Exit criteria (formerly called exit conditions) determine when someone should automatically leave a campaign in Customer.io. This helps ensure people only receive messages that are still relevant to them.
Exit criteria define the rules for when a person should stop receiving messages in a campaign. In any campaign, click Manage under the Exit section.
Exit Criteria Options
The default exit criteria will be set to, They stop matching the trigger segment or filters. Below, we’ll define what each of the available options means and when you might use them.
1. Match the Conversion Criteria
The person exits as soon as they complete the goal action you’ve defined (such as purchasing a membership or registering for a workshop). This is the most frequently used exit criteria.
You must have a goal in order to select this option.
2. No Longer Match Trigger or Filter Conditions
The person exits if they no longer meet the campaign’s trigger, the entry criteria. For example, you have a "New Subscriber" campaign and you're using active_subscription , as your trigger. You may not have a goal but you want folks to exit if they're no longer an active subscriber. You could choose this option as your exit criteria.
3. Match the Goal OR Stop Matching Criteria
The person exits if they either complete the goal or no longer meet the campaign’s entry conditions.
While this option offers flexibility, it can lead to less predictable exit behavior—especially in campaigns that use event-based triggers (like pass_issued ) that don't change over time. For most use cases, we recommend choosing a more specific exit condition to maintain clarity and control.
4. No Early Exit
The person remains in the campaign start-to-finish, even if they convert or no longer match your conditions. Use this if every message in the campaign is important regardless of behavior.
Exit Criteria Examples at a Glance
| Scenario | Recommended Setting | Why This Works |
|---|---|---|
| New student special campaign and the goal is for them to become an active subscriber. | Match the conversion goal | Ends the campaign once they take your key action (like joining or buying). |
| You have a New Subscriber campaign. You don't want non active subscribers to receive these emails. | No longer match trigger/filter | Stops sending if someone no longer fits the criteria that got them into the campaign. |
| You have a One Class Remaining campaign. The goal is for them to purchase a pack. | Goal OR filter mismatch | Flexible option, but can behave unpredictably depending how you've set your trigger. |
| You want to send every message, no matter what | No early exit | Keeps everyone in the campaign start to finish, regardless of behavior. |
Example for a New Student Special Campaign
- Trigger: Someone purchases a New Student Special
- Goal: Purchase a subscription
- Exit Criteria: They match the conversion criteria
In this case, the campaign automatically ends once the person subscribes—preventing them from receiving unnecessary follow-up emails.
Example for a New Subscriber Campaign
- Trigger: Someone purchases a subscription
- Goal: No goal
- Exit Criteria: They stop matching the trigger segment or filters
In this case, the campaign automatically ends once the person's subscription is Canceled —preventing them from receiving unnecessary follow-up emails.
Example for a Win-Back Campaign
- Trigger: Someone hasn't attended a class in 90-days
- Goal: Purchase the pass offer
- Exit Criteria: They match the conversion criteria or they stop matching the trigger segment or filters.
In this case, the customer can exit it they no longer match your trigger or they purchase the pass.
Best Practices
- Align your exit criteria with the goal of the campaign.
- For sales-driven campaigns (e.g., converting to membership), use match the goal.
- For behavior-based journeys (e.g., re-engagement), use stop matching filters.
- Avoid using no early exit unless every message in the campaign is essential, regardless of subscriber behavior.