Why am I seeing a “Missing/Invalid Email Property” error?

If you see the "Missing/invalid email property" error, it means the platform tried to send an email to a customer profile whose "email" attribute was either empty or not stored in a valid email format.

This is usually a data-quality issue. The fastest way to resolve this is to verify the value stored in the customer's email attribute and ensure only customers with a usable email address can reach the email node in your scenario.

Why does this error happen?

This error occurs when Bloomreach cannot use the email value from the customer profile during send evaluation.

The most common reasons are:

• The customer profile has no value in the email attribute.

• The email attribute contains a malformed value instead of a valid email address.

• The customer profile has the email_invalid attribute set to true.

How to troubleshoot the issue

Check the customer profile

Start by opening one of the affected customer profiles and reviewing the value stored in the email attribute.

Confirm whether the value is:

• missing completely

• stored in an invalid format

• populated now, but possibly unavailable at the exact time the scenario tried to send

Also, check whether the email_invalid attribute on the profile is set to true, this alone will block sending, even if the email address itself looks valid.

Note: This error does not generate a campaign event on the customer profile. Unlike enqueue_failed, there is no event you can filter on to identify all affected customers. To find them, you will need to replicate the scenario's filtering conditions and look for profiles that lack a corresponding campaign event for that node.

How to fix the issue

If the customer profile has no email value or an invalid one, update the email attribute to a valid address.

In some cases, the issue is not a missing email value, but a profile that has already been marked as invalid_contact by Bloomreach based on information received from your email service provider about failed delivery attempts. This can happen after permanent delivery failures or after repeated delivery problems that lead the provider to suppress the address.

When this happens, the email_invalid attribute is set to true, which excludes the profile from future email campaigns until the issue is resolved. For details on investigating and managing this, refer to the Email Bounce Management documentation.

Once you have identified the cause and resolved the issue on the ESP side (for example, by removing the address from the provider's suppression or bounce list), you must also set the email_invalid attribute back to false on the customer profile in Bloomreach. Without this step, the profile will remain blocked from receiving emails, even after the underlying issue is resolved.

How to prevent this in the future

The safest long-term approach is to validate email data before customers reach the email node.

• Add a condition before the email node that checks whether the customer has a value in the email attribute.

• Strengthen the validation by filtering only values that appear to be valid email addresses, for example, by checking that the value contains @ and ..

• Include the email_invalid is not true check to exclude profiles that the ESP has already flagged before they reach the email node.