Email forwarding is one of the most commonly used features in email management systems, especially in marketing. It allows users to automatically send incoming messages from one email account to another, saving time and enhancing the management of communications. Email forwarding is an essential tool for businesses, particularly marketers, who need to streamline their processes, respond to customer inquiries quickly, and ensure important messages don’t get lost.
In this glossary entry, we’ll define email forwarding, explain how it’s used in marketing, explore different types of email forwarding, and give examples of how it can benefit marketing strategies.
Definition of email forwarding
Email forwarding refers to the process of redirecting emails from one email address to another. When an email is forwarded, the original message is sent from the source account to a designated recipient's inbox, either within the same email service or to a different email account. This feature can be used to share specific messages, manage multiple email accounts, or centralize communication into one inbox.
Email forwarding is useful in a variety of scenarios, such as consolidating emails into a single account for easier access, managing customer support inquiries, or distributing marketing materials. It can be set up manually or automatically, depending on the email service provider (ESP) being used. In email forwarding, the sender does not need to take any action; instead, the system automatically redirects incoming messages to the specified email address.
How is email forwarding used in marketing?
In marketing, email forwarding is a versatile tool that can streamline communication, help businesses manage customer inquiries, and improve operational efficiency. Here are some key ways email forwarding is used in marketing:
1. Centralized communication management
For marketing teams with multiple members or departments, email forwarding can be set up to direct all inquiries, feedback, and communications to a central inbox. For example, instead of each team member receiving their own set of customer inquiries, email forwarding can direct all inquiries to a single customer service inbox, where the team can review and respond quickly. This ensures that messages don’t fall through the cracks.
2. Lead management
Many businesses use email forwarding to funnel new leads into a central CRM (Customer Relationship Management) system. For example, when a customer fills out a contact form or subscribes to a newsletter, the email confirmation can be forwarded automatically to the sales or marketing team for follow-up. By automating this process, businesses can ensure that no lead goes unnoticed.
3. Automated response systems
Email forwarding is also useful in automated email response systems. For instance, when customers send emails to an address like info@company.com, these messages can be automatically forwarded to the relevant department or person who is best equipped to respond, reducing delays and improving the customer experience.
4. Managing campaign replies
For marketing campaigns, especially large-scale ones, email forwarding allows marketers to create dedicated email addresses for specific campaigns. These emails can be automatically forwarded to different departments or team members based on the type of inquiry or response. This way, each message is handled by the appropriate person, improving response times and streamlining the follow-up process.
5. Segmentation of marketing communications
Forwarding also plays a role in email segmentation. If your business targets different segments, email forwarding can ensure that inquiries related to particular segments are directed to the right marketing team members. For example, a customer interested in a specific product line can have their inquiry forwarded to the team handling that product, allowing for more targeted communication.
Types of email forwarding in marketing
There are several types of email forwarding systems, each suited to different marketing needs. Below are some common types of email forwarding used in marketing:
1. Manual email forwarding
In manual email forwarding, the user explicitly forwards the email to another address. This type of forwarding is generally used when a marketer or customer service representative needs to share specific emails with team members or departments. This process typically involves a few simple steps: the user selects the email and clicks "Forward," then inputs the recipient’s email address.
While manual forwarding is useful for occasional messages or urgent issues, it’s not as efficient as automated systems, especially for handling a high volume of incoming emails.
2. Automated email forwarding
Automated email forwarding is the most efficient type for marketing purposes. It involves setting up email filters or rules that automatically forward incoming emails to a specified recipient. This can be done through the settings of your email service provider or a third-party email automation tool.
Automated forwarding is typically used for handling large volumes of emails, such as when managing customer support requests or directing inquiries from specific campaigns to different team members. For example, a business may set up an automated rule that forwards all emails sent to support@company.com to the customer support team.
3. Forwarding based on keywords or filters
Some email systems allow marketers to forward emails based on specific keywords or filters. For example, a customer email containing the word “refund” can be automatically forwarded to the billing department, while an email containing the word “promotion” might go to the marketing team.
This type of email forwarding can save time and ensure that each message is sent to the right person or department based on its content, improving the speed and accuracy of responses.
4. Forwarding to a group or distribution list
In certain marketing scenarios, forwarding emails to a group or distribution list is beneficial. For instance, instead of forwarding an email to an individual, marketers can set up a forwarding rule to send the email to multiple team members at once. This is often used for sharing feedback, customer inquiries, or updates across a marketing team or across different departments within a company.
5. Forwarding to a CRM system
For businesses using a Customer Relationship Management system (CRM), emails can be automatically forwarded to the CRM platform for better lead tracking, customer follow-up, and communication management. For example, an inquiry from a potential customer may be forwarded to the CRM, where the marketing team can track the conversation and ensure proper follow-up.
Examples of email forwarding in marketing
To better understand how email forwarding is applied in marketing, let’s look at a few examples:
Example 1: Customer service inquiries
A company has an email address support@company.com that customers use for general inquiries. All messages sent to this email address are automatically forwarded to the customer service team using automated email forwarding rules. The team can then prioritize, respond to, and track customer support tickets in a centralized system.
Example 2: Email campaign responses
A business launches an email marketing campaign with the address offers@company.com. Any responses to the email (such as requests for more information or questions about the promotion) are forwarded to different departments based on the content of the message. Emails with questions about shipping are forwarded to the logistics team, while those asking about product details are forwarded to the product team.
Example 3: Lead generation
When a new lead fills out a contact form on the company website, the form sends an email to leads@company.com. This email is automatically forwarded to the sales team, who can follow up with the lead in a timely manner. This ensures that no potential customer is overlooked and improves lead conversion rates.
Example 4: Event registrations
A company hosting an online webinar uses events@company.com for registration and inquiries. All emails sent to this alias are automatically forwarded to the event coordinator, who can then send confirmation emails, follow-up reminders, and relevant materials to participants.
Example 5: Product-specific inquiries
A business that sells multiple products creates a unique email alias for each product, such as productA@company.com and productB@company.com. Any emails sent to these addresses are forwarded to the respective product teams. This allows the marketing team to handle specific product inquiries more efficiently.
Wrapping up
Email forwarding is a powerful and essential tool for marketers, offering several benefits like streamlined communication, improved organization, and better management of email campaigns. Whether you’re handling customer support inquiries, managing leads, or running segmented email campaigns, email forwarding allows businesses to ensure that messages reach the right people in a timely manner.
From simple manual forwarding to more advanced automated systems, email forwarding helps marketers stay on top of their communications, keep track of leads, and respond to customers quickly. By understanding and implementing email forwarding strategies, marketers can improve their operational efficiency and provide a better experience for their target audience.
