Forward

When someone shares your email with another person by clicking forward in their email client or using a forward to a friend link in your email. It is a strong signal that they found your message useful, but manual forwards often break tracking so many teams prefer using dedicated forward to a friend features instead.

Also known as Forward To A Friend, FTAF

Forwarding is when a subscriber shares your email with someone else. They might click the forward button in their inbox or use a forward to a friend link that you include. The new person gets a fresh copy of your email in their own inbox. In many tools this can also create a new contact for you.

Forwards matter because they show real interest in your content. They help you reach new people with a warm intro from someone they already trust. When you use a proper forward to a friend feature, the email layout stays clean and your tracking keeps working. That makes it easier to see which topics people want to share.

If you want more forwards, share useful things like checklists, templates, or short how to guides. Add a small forward to a friend link near your most valuable section instead of hiding it at the bottom. You can also add a short note for new readers so they know why they got the email and how to subscribe.

Related terms

Forward RateForward rate is the percentage of delivered emails that people share or forward to others. It shows how many subscribers liked your email enough to pass it on.
Email ClientSoftware or apps people use to read, send, and manage email, such as Gmail or Apple Mail. Different email clients can display the same email in different ways, which affects how your emails look and perform.
Triggered EmailA triggered email is a message your system sends automatically when someone does something specific, like signing up, leaving items in a cart, or reaching a milestone. It goes to one person based on their action instead of going to your whole list at a fixed time.
Abandoned Cart EmailAn automated email that goes out when someone adds items to their cart but leaves without buying. These emails show what they left behind and usually include a direct link back to their cart. Most businesses send a series of 2-3 reminders over a few days, sometimes sweetening the deal with a discount or free shipping offer.

Articles about Forward

March 31, 2026Stop Using `Reply-To` to Catch Marketing RepliesReply-To seems convenient, but it adds hidden complexity to marketing emails. Here's why sending from a real inbox and forwarding replies is usually the better setup.
February 4, 2024Domains & IPs: What the ESPs Aren’t Telling YouFor many, email deliverability seems like a mysterious black box, filled with secrets only known to the experts. However, the truth is, it's a relatively straightforward science that you can understand the 80/20 of by just reading this post.
November 3, 2025List-Unsubscribe Header: Email Compliance Best PracticesLearn what the List-Unsubscribe header is and how to implement it. Understand email compliance requirements and how List-Unsubscribe improves deliverability.
View all articles →

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