Glossary

Redirects

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Redirects

The term redirect can apply in two contexts: web redirects and email redirects. Although they sound similar, they serve different purposes in email infrastructure. 

Web Redirects (HTTP): 

A web redirect sends users to a different URL than the one they clicked or typed in. These are often used when: 

  • A webpage URL has changed (e.g., /blog becomes /resources) 
  • A page no longer exists, and you want to avoid a 404 
  • You’re tracking clicks via email and using redirect links to measure performance 

Example: A brand might use a click-tracking link like mgcompany.com/track/1234 that redirects users to the real destination, yourwebsite.com/offer. 

Email Redirects (Message Forwarding): 

An email redirect (or forward) passes an incoming email to another address. Some ESPs or mail servers allow this to be configured in a way that maintains the original sender’s info, making it appear as though the message came directly from them – not from an intermediary. 

Brands often use this kind of redirect when: 

  • Migrating to a new domain or ESP 
  • Monitoring legacy email addresses like support@oldbrand.com 
  • Catching replies sent to outdated reply-to addresses 

Note: Properly configured SPF, DKIM, and DMARC are essential when redirecting or forwarding mail. Without them, forwarded messages may fail authentication checks and land in spam (or not get delivered at all). 

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