Non-Human Interactions (NHI) refer to automated email opens and link clicks triggered by security systems rather than actual recipients. Many email security tools (such as spam filters and cybersecurity software) scan incoming emails for threats by automatically “clicking” on links and “opening” emails to check for malicious content.
Why Do NHIs Matter?
Automated or robotic interactions can impact email marketing in several ways:
- Inflated Engagement Metrics – These automated actions create the illusion of higher engagement than what actually occurs.
- Misleading Campaign Performance – Marketers may misinterpret robotic opens and clicks as genuine interest, leading to inaccurate insights.
- Disruptions to Automation – Automated workflows triggered by opens or link clicks may execute incorrectly, causing unintended follow-ups or actions.
How Can We Identify Robotic Opens & Clicks?
Robotic interactions generally originate from security service IP addresses that scan emails and websites for threats like malware, phishing links, and suspicious attachments. In contrast, real engagement comes from a recipient’s personal IP address, helping to distinguish genuine interactions from automated activity.
Common Security Services That Cause Robotic Opens & Clicks:
- Email Security Gateways – Mimecast, Proofpoint, Barracuda, Microsoft Defender for Office 365
- Spam Filters & Firewalls – Google Workspace, Microsoft Exchange Online Protection, Cisco IronPort
- Network Security Systems – Intrusion Detection Systems (IDS) & Intrusion Prevention Systems (IPS)
How Automated Email Opens Affect Metrics
- False Open Rates – Security filters may trigger multiple opens from the same recipient, distorting engagement data.
- Skewed A/B Testing Results – If open rates are used to determine the success of subject lines, robotic opens can lead to misleading conclusions.
- Inaccurate Segmentation & Automation – Campaigns relying on opens (e.g., follow-up emails triggered by an open) may misfire, sending unnecessary emails to recipients.
Best Practices to Reduce NHIs
- Use Secure Links – Always use HTTPS for all links. Emails containing a mix of secure (HTTPS) and non-secure (HTTP) links are more likely to trigger unwanted robotic clicks.
- Segment Your Data – Separate engaged and non-engaged subscribers when planning campaigns, workflows, and automation to minimize false signals.
- Optimize & Monitor Content – Email content plays a key role in preventing NHIs. Factors such as link placement, image-to-text ratio, subject lines, and preheader choices can influence how security tools react. More aggressive marketing tactics tend to increase NHIs.
- Maintain a Strong Sender Reputation – A strong sender reputation helps reduce NHIs. Key steps include:
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- Obtaining clear consent from subscribers and respecting their preferences.
- Avoiding purchased or rented lists to maintain list quality.
- Using double opt-in during sign-ups to ensure genuine engagement.
How Does Click Reduce the Impact of NHI?
To ensure accurate email marketing data, Click employs the following measures:
- NHI Filtering – We offer an optional feature to filter out robotic opens and clicks. Contact your CSM or Support Team to enable it.
- IP Address Blocking – Third-party tools identify and block security service IP addresses before data enters your CRM.
- Continuous Updates – We regularly update our blocked IP lists to keep pace with evolving security systems.
These steps help preserve accurate email metrics and ensure automation workflows function correctly, free from the influence of robotic interactions.
Related blog: Changes to Bulk Email Marketing – What You Need to Know.
Click’s marketing automation, email delivery tools, and integration with your Microsoft Dynamics CRM will help you create campaigns that stand up to every benchmark! Contact us today for more information about our email marketing tools.
