engaging customer beyond 90 days

Hi @pradeep-jaiswal ,

The 90-day limit in Adobe Journey Optimizer (AJO) often gets misunderstood. It doesn’t mean that a customer cannot be engaged after 90 days — it simply means that a single journey instance (the workflow that holds a person as they move through steps and waits) can only remain active for up to 90 days. After that, the system automatically expires that instance to manage runtime capacity and performance.

Here’s the correct way to interpret and handle it:

1. What the 90-day limit actually governs

• The limit applies per journey canvas — i.e., once a profile enters a journey, that specific execution path can only stay open for 90 days.

• You can have multiple Waits and Actions inside that period (e.g., an event at day 5, another at day 10, 20, 30… up to day 90).

• After day 90, the journey instance closes — it cannot keep “holding” that profile/guest.

So, you’re not restricted to one interaction per 90 days; you can design up to 90 days of orchestrated activities within a single instance.

2. Use audiences and events intelligently

• If an audience condition naturally evaluates over longer periods (say, “customers who made their first purchase 120 days ago”), that audience definition itself can control who enters the next phase of engagement.

• The journey doesn’t need to stay open that long; instead, you can use the audience as the entry trigger for a new journey.

3. Design modular, sequential journeys

Break the overall lifecycle into smaller, modular journeys that represent distinct phases.
For example:

Each module lives comfortably within the 90-day guardrail and triggers the next via either a custom event or a profile-based audience qualification.

4. Avoid inefficient “holding patterns”

Keeping customers “waiting” in long, passive journeys consumes runtime capacity and limits the number of live journeys you can operate (AJO’s guardrail is ~100 active journeys).
Instead:

• Close journeys once their functional purpose is met.

• Trigger the next relevant journey when the customer reaches a meaningful milestone.

• Use events or computed attributes to pass context between modules

Please review and share your thoughts.

Thanks a lot.

Sashanka B