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Exit rules are the difference between a campaign and a nuisance. Without them a sequence keeps running until it runs out of steps, whatever the contact said. With them, a campaign stops on its own the moment continuing stops being reasonable. Four settings, in Exit Rules on the campaign’s Settings tab.

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Before you start

  • A campaign with at least one step. See Build a sequence.
  • Five minutes. Do this before your first full run, not after.
  • You will be working in the Exit Rules section of the campaign’s Settings tab.

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Steps

1

Open Exit Rules

Open the campaign, go to Settings, and expand Exit Rules.
2

Set Max call attempts

Stop after this many calls to a contact. Leave it blank for no limit, which you should not do on a cold list.Three is a sensible number. Four is defensible. Beyond that you are annoying somebody who has already told you no by not answering.
3

Set Max days on campaign

Stop once a contact has been on the campaign this many days. This catches the contacts a sequence forgets: somebody whose steps all had conditions that never matched can otherwise sit enrolled forever.Set it a little longer than your sequence should take. If your steps span five days, set 10.
4

Choose which outcomes stop the campaign

Under Stop on call outcome, tick the outcomes that should take a contact off the campaign:Be careful here. Ticking every outcome empties your campaign after one call, because every call ends with one of the three.
5

Write an exit condition on what was said

Exit on what was said takes a plain language description, and Brilo reads answered conversations to decide. Leave it blank to skip it.This is the most valuable setting on the page. Use it for the thing a call outcome cannot see: somebody saying they are not interested.
6

Test with a contact who says no

Call in as a test contact and say you are not interested. Then check they show as Exited. See Track a contact through a campaign.

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You will know it worked when

A test contact who says they are not interested shows as Exited and gets no further steps, and nobody on your list has been called more times than your attempt limit.

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A set of rules worth copying

For a cold or semi warm list: For an appointment reminder, where reaching them is the point: The pattern: use Stop on call outcome only when the call connecting is itself the goal, and use Exit on what was said for everything about intent.

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Writing an exit condition

Describe the situation in the words a person would use. It only runs on calls somebody answered, because there is no conversation to read otherwise. Good conditions:
Conditions that will not work:
Those are call outcomes, not things anybody said. Use Stop on call outcome for them. Always include the “asked us not to call again” case. It is the one exit that is not optional.

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Exit rules are not optional on a cold list

If somebody asks not to be called again, honouring it is not a nicety. An exit condition covering that is the difference between a campaign that made a mistake and a campaign that ignored a request repeatedly, which is how a complaint becomes something worse. See Calling rules you should know and Let people unsubscribe.

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What else you can do here

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If it did not work

Everybody exited after one call. You ticked outcomes under Stop on call outcome. Every call ends with one of the three, so ticking all three ends the campaign for everyone. Untick and rely on the attempt limit and the written condition instead. Nobody exits, ever. No rules are set. Blank means no limit for both attempts and days. The written condition never fires. Either your calls are not being answered, so there is no conversation to read, or the condition describes an outcome rather than something said. Somebody was called after asking not to be. The condition did not cover that phrasing. Widen it, and suppress that contact by hand now. This is the failure worth fixing the same day. Contacts are stuck enrolled forever. Set Max days on campaign. This is exactly what it is for.

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FAQ

Fill in Exit on what was said with something like “the person said they are not interested, or asked us not to call again”. Brilo reads answered conversations and takes them off the campaign.
Three attempts, at different times of day. Four is defensible. Set it with Max call attempts, because blank means no limit and a sequence with two call steps plus retries adds up faster than you expect.
It takes a contact off the campaign when a call ends with any outcome you tick. Use it when the call connecting is the goal, for example a reminder. Ticking all three outcomes ends the campaign for everybody after one call.
Stop on call outcome looks at how the call ended and works on every call. Exit on what was said reads the conversation and works only on answered calls. Use outcomes for reach and the written condition for intent.
It removes a contact once they have been enrolled that many days, whatever step they are on. It is the safety net for contacts whose step conditions never match and who would otherwise stay enrolled indefinitely.
No. They come off this campaign and stay in your contacts, with their full call history intact.
The attempt limit counts calls, and the day limit covers the contact’s whole time on the campaign regardless of channel. A contact who exits stops receiving every step, not just calls.