Redirects

A redirect is a method to divert recipients to a web page different from the one they initially intended to visit. This could happen due to a broken original web page or a change in the web page’s URL.

In email terms, a redirect is a forwarded message that the original message recipient sends to another email address. Unlike regular forwarded messages, redirects make it seem like the message came from the original sender without passing through an intermediary. Brands usually set up redirects when they change email service providers (ESPs) or email accounts. This lets them “catch” incoming messages that users might send to their old reply-to email addresses, as recipients may not be aware that the brand has moved to a new email address or domain name.