How can we automatically delete inactive customers?

Due to GDPR, it is important to not save customer data if there is no reason for use. You can use marketing automation to automatically delete inactive customers and make sure that you have a clean tenant with relevant and interested customers.

Follow this step-by-step guide to set up a marketing automation workflow that covers:

  • How to use the trigger Scheduled selection including recommended entry conditions
  • How to assign and remove a label that enables tracking in other communication
  • How to do send-outs  
  • How to separate reactivated and inactive customer
  • How to delete a customer 
  • How to name and activate the automation

About Scheduled selections

This trigger is useful when none of the default ones covers your needs and you want to start an automated flow based on available data in the Segment builder (e..g. contact fields, transactions, interactions in emails, promotions, etc.) The automation will be triggered when a contact or a group of contacts matches the search criteria.

The trigger differs from other default ones in Voyado, mainly in two ways:

1. Flexibility. You have the possibility to decide enter criteria, meaning you can include contacts that aren't covered by the other triggers. 

2. Considers history. As soon as you activate it, all contacts that match the selected criteria will enter the automation. It considers historical data, in opposition to the other default triggers. They only include contacts that start to match the criteria from the day you activate it. This might result in a large number of contacts from day one and is one of the reason why Voyado need to monitor the selection to ensure your desired automation don't get hick-ups.

How to get started

The first thing you need to do is to provide Voyado Support with information about desired entry criteria. This is something we help you to set up since you don't have access to the functionality.  Follow the steps below to ensure a smooth process from start. 


Step-by-step guide

1. Entry conditions 

Create a new automation and choose the trigger “scheduled selection”.



Provide Voyado Support with information about desired entry conditions according to the instructions below.

1.  Start automation when

a) Select what time and date it shall start

b) Select how often, choose between

  • once a day
  • once a week
  • once a month
  • once a year
  • once

2. The contact must fulfill the following criteria

This is where you select what customers shall be included. 

To provide this information to Voyado Support we recommend you use the segmentation tool and make a screenshot of the desired segment. 

Otherwise, we ask you to provide us with a detailed description of the segment.

In this case, we will ensure they

  • has made no purchases the latest 24 months
  • was not registered in Voyado the latest 24 months

3. Start frequency

Just like all other triggers, the entry criteria are flexible and you can choose how often a contact can enter the automation. Please also provide us with desired start frequency.

The entry criteria are now done.










2. Assignments

Set label

We want to track all members who have entered this automation since we also want to have the option to identify them in other communication. We, therefore, start off by assigning a label. Use the symbol + and the function Ad activity.



  1. Choose Set label
  2. Decide which label you will use or create a new one
  3. Click OK.

3. Communication 

We will now send emails to contacts that are reachable by email.


  1. Use the + function and Add activity
  2. Choose Send email
  3. Choose an already existing email or create a new one
  4. Click OK.

4. Reactivated 

We will then wait one month and see if the contact is reactivated or ready to leave. 



  1. Use the + function and Add time delay
  2. Enter how long time after the send out you will wait
  3. Click OK.


We will separate the reactivated customers with the ones that is ready to leave. 



  1. Use the + function and Add condition
  2. Search for the condition “number of purchased...” and choose your amount.
  3. Click in the box "filter on date" and choose your timelimit. 
  4. Click OK.

This is how the automation looks like in this stage:


5. Delete member 

We will now remove our inactive members by deleting those who have not made a new purchase. 


  1. Use the + function and Add activity
  2. Choose Delete contact
  3. Click OK.



Now we have finalized the automation and can remove the label from customers.


  1. Use the + function and Add activity
  2. Choose remove label
  3. Choose the used label
  4. Click OK.


Name the automation


By clicking the dots in the upper right corner, you can change the name and write a description.





The automation is now done and you can save and activate it.


Curious about how to analyze the results of the automation? Read more here.


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