Multi-thread emails (Reply/Forward) - Online Help | Zoho Campaigns

Multi-thread emails (Reply/Forward)

To maintain a consistent conversation across many emails, multiple threads are used.  

Example: "Re: Fitness equipment order" or "Fwd:  Fitness equipment order"  Sometimes even two or more threads are employed. For instance,  "Fwd: Re: Fwd: Fitness equipment order."

Even before an email is delivered, the recipient's system checks chain conversations and identifies forged fwd:/re: emails. Any emails without the proper fwd/re footprints are quarantined, usually in the spam folder.  If you add fwd/re tags in your email campaigns and your recipient finds out that there are no previous conversations, they may feel skeptical and mark it spam.

Email threads are maintained through the following technical information:
  1. Message ID - a code created to maintain the identity of the first email and it's sender. 

  2. Reply to/References - two values that are maintained over the course of a thread.
This technical information is automatically generated when sending an email.

A system can easily recognize a chained email thread by observing the presence or absence of the In Reply To and References. 
You may include "Re:" or "Fwd:" in the subject line or copy-paste breakpoints, style lines, and salutations in the content but the technical information cannot be forged. 

Emails without proper In Reply To and References info with a subject line containing "re:" or "fwd:" will be quarantined or marked as spam. If the system recognizes enough fake multi-thread emails from the same source, the source domain's reputation will be degraded. In some cases, the domain may be blacklisted, unable to reach any customers via email. 

First Message will have a Message ID

First message will not have In-Reply-To and Reference values

In-Reply-To and References will be found only in genuine reply or forward messages.


  1. Avoid using fake multi-thread emails to improve deliverability.

  2. If you want your email recipients to recollect your previously sent campaigns, then you can include a reference to your previous newsletter in a box or within quotes as shown below:

Scenario 1:

When you send a campaign and want to ensure that your email recipients will remember your previous conversation/ campaign.

Scenario 2:

When sending an email to someone you met at a trade show or conference and want to make sure they remember your previous conversation.


An honest marketing strategy will get a better response than a fake one. You now know the consequences of using fake multithread emails. We recommend that you build your marketing strategy genuinely. 

Related topics

    Zoho CRM Training Programs

    Learn how to use the best tools for sales force automation and better customer engagement from Zoho's implementation specialists.

    Zoho CRM Training
      Redefine the way you work
      with Zoho Workplace

        Zoho DataPrep Personalized Demo

        If you'd like a personalized walk-through of our data preparation tool, please request a demo and we'll be happy to show you how to get the best out of Zoho DataPrep.

        Zoho CRM Training

          Create, share, and deliver

          beautiful slides from anywhere.

          Get Started Now

            Zoho Sign now offers specialized one-on-one training for both administrators and developers.

            BOOK A SESSION

                        Still can't find what you're looking for?

                        Write to us:



                          Manage your brands on social media

                              Zoho Marketing Automation

                                Zoho Sheet Resources


                                    Zoho Forms Resources

                                      Secure your business
                                      communication with Zoho Mail

                                      Mail on the move with
                                      Zoho Mail mobile application

                                        Stay on top of your schedule
                                        at all times

                                        Carry your calendar with you
                                        Anytime, anywhere

                                              Zoho Sign Resources

                                                Sign, Paperless!

                                                Sign and send business documents on the go!

                                                Get Started Now

                                                        Zoho TeamInbox Resources

                                                                Zoho DataPrep Resources

                                                                  Zoho DataPrep Demo

                                                                  Get a personalized demo or POC

                                                                  REGISTER NOW

                                                                    Design. Discuss. Deliver.

                                                                    Create visually engaging stories with Zoho Show.

                                                                    Get Started Now

                                                                                          • Related Articles

                                                                                          • What does 'auto-reply' mean?

                                                                                            This is an automatic reply configured by the recipient saying that they are away from work. Once they are back, they will have a chance to view and respond to the emails.
                                                                                          • Reply Tracking

                                                                                            As a marketer, many of your contacts reply to the email campaigns that they receive from you. Using Reply Tracking feature, you can keep a record of replies received for your campaigns. You can either set a custom email address as the reply-to ...
                                                                                          • How to customize signup pages and emails

                                                                                            Zoho Campaigns lets your contacts update profile, tell a friend, resubscribe and unsubscribe via email footer links. The link to do all these activities will be present in the footer section of the email that you send. On the create campaign page, ...
                                                                                          • Sending emails from multiple accounts

                                                                                            Sending emails from multiple accounts will lead to confusion sooner or later. You may wind up wasting valuable time, losing contacts, or worse, getting blacklisted by an email service provider for spamming recipients. Here are a few things to avoid ...
                                                                                          • How to make your emails land in Outlook's Focused Inbox

                                                                                            Microsoft Outlook introduced the Focused Inbox feature to help its users categorize their inbox based on interest. It's similar to Gmail's Primary tab. Emails landing in Focused Inbox are considered safe by spam filters and future emails from the ...
                                                                                          Wherever you are is as good as
                                                                                          your workplace



                                                                                            Watch comprehensive videos on features and other important topics that will help you master Zoho CRM.


                                                                                            Download free eBooks and access a range of topics to get deeper insight on successfully using Zoho CRM.


                                                                                            Sign up for our webinars and learn the Zoho CRM basics, from customization to sales force automation and more.

                                                                                            CRM Tips

                                                                                            Make the most of Zoho CRM with these useful tips.

                                                                                              Zoho Show Resources