Forward Rate

Forward rate is a simple way to see how often people share your emails. If someone clicks the forward button or sends your email to a friend, it counts toward this metric. You compare the number of forwards to the number of delivered emails. The result tells you how shareable your content is.

Forward rate matters because shared emails reach warm new people without extra cost. Friends and colleagues trust each other more than they trust brands. A strong forward rate can point you to topics, formats, or offers that really land. It is also a useful signal when you review campaign performance over time.

You can encourage forwards by adding a short line that invites readers to share with a friend or teammate. Content that teaches something specific, solves a real problem, or offers a clear deal is more likely to be shared. Track forward rate next to opens and clicks to spot emails that punch above their weight. If one email gets more forwards than usual, try sending more content in that style.