Why People Forward HubSpot Emails (And How to Get More Shares)

If you want more of your emails shared, the Hubspot research on why people forward marketing messages offers practical, data-backed guidance for modern campaigns.

The original study analyzes millions of emails to understand when subscribers choose to forward a message and what patterns consistently drive sharing behavior. By translating those findings into clear steps, you can design emails that earn more reach without buying more traffic or lists.

This how-to guide breaks down the core insights from the study and shows you how to build shareable messages into your email strategy.

What the HubSpot Email Forwarding Study Revealed

The referenced HubSpot research examined a large volume of email campaigns across industries and list sizes. The goal was to see what characteristics separated highly forwarded messages from average ones.

While every audience is different, several consistent trends emerged:

• Forwards spike when an email truly helps the recipient solve a problem.
• Utility often beats overt promotion in driving shares.
• Context, timing, and relevance matter more than clever copy alone.
• Smaller, highly engaged lists can generate more forwards per recipient than large, cold databases.

These insights point to a central lesson: people forward emails when doing so makes them look helpful, informed, or thoughtful to someone they know.

Core Reasons People Forward Emails, According to HubSpot

The study highlights several practical reasons subscribers hit the forward button. Understanding these motivations is essential before you redesign your campaigns.

1. Helpful, Actionable Content

Emails that teach, guide, or simplify a task are more likely to be shared. Educational value is especially powerful in business settings where people want to support teammates or clients.

Examples of forward-worthy content include:

• Step-by-step how-to guides
• Checklists and templates
• Research summaries and benchmarks
• Case studies with clear takeaways

When your message helps the recipient do their job better, they have a strong reason to pass it on.

2. Content That Makes the Sender Look Good

Another pattern seen in the HubSpot analysis is that people forward messages that enhance their own reputation. Sharing useful information can position them as:

• A helpful colleague or partner
• An expert who stays on top of new trends
• A connector who brings value to their network

Design your emails so that forwarding them reflects positively on the person who shares them.

3. Relevance to a Specific Person or Group

Most forwards are not random; they are targeted. A subscriber receives your email and immediately thinks, “This is perfect for my manager” or “My client needs to see this.”

Messages that speak to a clear use case, role, or problem make it easier for someone to identify the right person to forward it to.

4. Time-Sensitive Opportunities

Emails that include deadlines or expiring offers can prompt forwarding when the opportunity is genuinely valuable. For example:

• Limited-time access to a report or course
• Registration deadlines for an event
• Early access for partners or customers

The key is that the urgency must support value, not pressure.

How to Apply HubSpot Findings to Your Email Strategy

Translating these insights into everyday execution requires a repeatable process. Use the steps below to shape each new campaign.

Step 1: Define Who Should Want to Forward Your Email

Before you write your subject line, choose your primary forwarding scenario. Ask:

• Which subscriber roles are most likely to share this? (e.g., managers, consultants, sales reps)
• Who do you want them to forward it to? (e.g., their boss, clients, peers)
• What outcome should the forward create? (e.g., book a meeting, discuss a new tactic, share a resource)

Document this scenario in a simple sentence and keep it visible while you draft the content.

Step 2: Build a Clearly Shareable Asset

The HubSpot research shows that emails with a standalone asset tend to travel further. Structure your message around something that makes sense out of context, such as:

• A link to a detailed blog post or guide
• A one-page PDF checklist
• A downloadable template or calculator
• A replay of a webinar or workshop

The forwarded recipient may only skim the email. Ensure the core asset can deliver value independently.

Step 3: Make the Email Skimmable and Easy to Explain

Someone forwarding your email is, in effect, vouching for it. Help them explain why it matters.

Use formatting to support this:

• A clear headline summarizing the value
• One to three bullet points that state the main benefits
• A short call-to-action that is easy to repeat verbally

If your subscriber can describe your email in one sentence, you increase the odds it will be shared.

Step 4: Optimize Subject Lines for People, Not Just Opens

Subject lines are often written exclusively to maximize open rates. The HubSpot findings suggest a broader lens: write subject lines that also make sense for someone on the receiving end of a forward.

Consider including:

• A clear benefit (e.g., “New benchmarks for B2B email performance”)
• A specific audience (e.g., “For sales leaders”)
• An outcome (e.g., “Improve your next quarterly review”)

When forwarded, the subject line should still communicate value even to someone who has never heard of you.

Step 5: Place a Natural Prompt to Share

While many people forward emails spontaneously, a subtle prompt can help. Near the end of your message:

• Suggest who might benefit (“Share this with anyone planning next quarter’s budget.”)
• Offer context (“Forward this to your team so you can review it together.”)
• Use soft language, not pressure (“Feel free to pass this along if it might help a colleague.”)

Done thoughtfully, this nudge aligns with the motivations the HubSpot study uncovered.

Design Principles for Shareable HubSpot-Style Emails

Beyond the specific steps, keep these broader design principles in mind as you plan your campaigns.

Focus on Utility Over Promotion

Emails that read like ads are rarely forwarded. Lead with education, problem solving, and insight. Promotion can be present, but it should not overshadow usefulness.

Segment to Match Real-World Relationships

Segmentation is not just about better open rates. It also shapes forwarding patterns. When your message speaks clearly to a segment’s real challenges, recipients can instantly think of colleagues with similar needs.

Maintain Consistent Quality

The HubSpot research also implies a long-term effect: when subscribers repeatedly find your emails helpful, they are more likely to share future messages even before reading them in depth.

Consistency builds trust, which in turn fuels forwarding.

Learn More from the Original HubSpot Research

To dive deeper into the data and see the original analysis, review the full study on why people forward emails on the HubSpot marketing blog. It provides additional charts, context, and examples that can inform your own testing roadmap.

If you want expert help translating these insights into an integrated email and SEO strategy, you can also consult a dedicated optimization agency such as Consultevo, which focuses on performance-driven digital growth.

By applying these principles from the HubSpot research to your own campaigns, you can turn every email into a potential multiplier for reach, relationships, and revenue.