What Are 'Inactive Emails' in Agillic?
To ensure that your recipients are active and valid, you can set up rules for inactive emails in the 'Email' subsection in the 'System settings' in Agillic. If activated, these settings control when your recipients have the fixed Person Data INACTIVE_EMAIL set to True. Read more about fixed person data here.
The default inactive setting is that a recipient has INACTIVE_EMAIL set to TRUE when the recipient has received at least 5 emails over a period of 90 days and not opened a single one of these emails. You can change these settings in the settings module in the 'Email' subsection.
If a recipient has INACTIVE_EMAIL set to TRUE, Agillic will still send emails to the recipient. If you don't want to send to recipients who have INACTIVE_EMAIL set to TRUE you can check the checkbox 'Don't send to inactive emails'.
If a recipient opens an email after having INACTIVE_EMAIL set to TRUE, the recipient will become active once more and have their INACTIVE_EMAIL field cleared. If the settings for Inactive email are changed a full reevaluation of all recipients against the new settings is done. Recipients who already have INACTIVE_EMAIL set to TRUE will have the field cleared if they don’t meet the new settings. INACTIVE_EMAIL will likewise be cleared if the settings for Inactive email is not met, meaning that the recipient haven't received the given emails over the given period of time. As a default this would be 5 emails over a period of 90 days. If INACTIVE_EMAIL is set to TRUE, but the recipient have received less than 5 emails within 90 days, the field will be cleared.
Our recommended best practice for valid recipients is to only send to recipients with active emails. You can learn more about how valid recipients are measured here.
Investigating a recipient in Agillic with an inactive email will show 'Not sent because the users haven't been reacting for previous emails' in the investigator.
Inactive email setting in the Settings Module
Apple’s privacy update impact on inactive emails
In autumn 2021 Apple will introduce changes to the Mail application to increase users’ control over their privacy. You can read more about what is being updated and what it means here.
The update will impact how inactive emails are measured. The open rate is the default metric to define an email as inactive. The openrates will be unreliable due to the update, since emails will be marked as read as soon as the inbox is loaded. Therefore, it should be noted that recipients emails might be marked as open due to the use of Apple Mail App.