To expand a bit on Elsa’s correct answer...
The mere act of clicking an email link does not set a cookie. The cookie is only set when the person arrives at a website that’s running Munchkin. For example, having a direct link to a PDF (which is not advisable for this very reason) will never set a cookie.
A new cookie is set every time a page is viewed. The cookie has the same name and value — which is why you may not realize it’s new — but a new expiration time. This is how the expiration is extended out another 2 years.
There’s no need for the person to continually engage with emails per se. But they need to continually engage with your website in some way. Just browsing is fine. Safari enforces an almost ridiculously strict policy which means the cookie value will change (thus making the person anonymous again) if they don’t return every week. So from a lowest-common denominator standpoint, you do want to get people to do something on the site, and a weekly email is the way to get there.
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