How can I group email messages together using Message-ID or VERP?

Summary

Grouping email messages using Message-ID or VERP involves a multifaceted approach, leveraging email headers to identify relationships. While the Message-ID is intended as a unique identifier, its reliability varies due to ESP-specific implementations and potential alterations during SMTP transmission. In-Reply-To and References headers facilitate email threading, but their consistent implementation across systems is not guaranteed. VERP offers a means to track bounces and group related messages, but its effectiveness can be platform-dependent and may require specialized knowledge for deciphering opaque strings. For greater control, embedding custom campaign identifiers in Message-ID or custom headers can be a more dependable method. Ultimately, successful grouping often necessitates a combination of these techniques, considering the limitations and nuances of each.

Key findings

  • Message-ID Variability: Message-ID's uniqueness and reliability are not consistent across all ESPs, and it may be modified during SMTP transmission.
  • Threading Header Inconsistencies: In-Reply-To and References headers are intended for threading, but their implementation varies across email clients, impacting reliability.
  • VERP Benefits and Drawbacks: VERP facilitates bounce tracking and message grouping, but its effectiveness depends on the platform, and the strings can be opaque.
  • Custom Header Reliability: Embedding custom campaign identifiers in Message-ID or custom headers offers a more reliable method for grouping, especially when control over the sending process exists.

Key considerations

  • ESP Implementation: The chosen grouping method's success hinges on the specific ESP's header implementation and Message-ID generation.
  • Header Manipulation Risks: Standard headers are susceptible to manipulation, potentially compromising the accuracy of email threading and grouping.
  • VERP Complexity: Deciphering VERP strings can be complex, potentially necessitating specialized knowledge and tools.
  • Control Requirement: Implementing custom headers necessitates control over the email sending process.
  • Recipient-Specific MessageIDs: Some ESPs generate recipient-specific message IDs, which are unsuitable for campaign-level grouping.

What email marketers say
10Marketer opinions

Grouping email messages using Message-ID or VERP involves analyzing email headers to identify relationships between messages, but there's no single foolproof method. While Message-IDs are intended to be unique, their predictability varies across ESPs. The 'References' and 'In-Reply-To' headers are designed for threading but aren't consistently implemented. VERP is useful for bounce tracking and can aid in identifying related messages. Custom headers offer more control for grouping messages by campaigns, supplementing standard headers.

Key opinions

  • Message-ID Uniqueness: Message-IDs should be globally unique, but predictability varies across ESPs.
  • Threading Headers: 'References' and 'In-Reply-To' headers are designed for threading but aren't consistently implemented by email clients.
  • VERP for Bounce Tracking: VERP is useful for bounce tracking and can aid in identifying related messages.
  • Custom Headers: Using custom headers with campaign identifiers provides more reliable grouping control.

Key considerations

  • ESP Variability: The reliability of Message-ID-based grouping depends on the ESP's implementation.
  • Header Manipulation: Standard headers can be manipulated or missing, affecting threading accuracy.
  • VERP Complexity: Implementing and parsing VERP requires careful handling of return path addresses.
  • Custom Header Implementation: Requires control over the sending process to implement custom headers effectively.
  • Recipient Specific Message IDs: Some message ID's are designed to be recipient specific and are therefore not campaign specific
Marketer view

Email marketer from Reddit suggests using a combination of `Message-ID`, `In-Reply-To`, and `References` headers to reconstruct email threads. However, notes that these headers can be manipulated or missing, so it's not a foolproof method.

October 2021 - Reddit
Marketer view

Email marketer from Litmus explains Email clients use a combination of the subject line, and References/In-Reply-To headers. The References/In-Reply-To headers are the most accurate way to thread email messages.

October 2022 - Litmus
Marketer view

Email marketer from Email Geeks notes some message IDs are recipient specific, so grouping at the campaign level may not work, supporting VERP as a better route.

April 2024 - Email Geeks
Marketer view

Email marketer from Mailjet explains the importance of headers. Important Headers for threading email messages are Message-ID, In-Reply-To, and References.

August 2024 - Mailjet
Marketer view

Email marketer from Email Marketing Forum suggests that if you control the sending process, embedding a custom campaign identifier in the Message-ID or a custom header can help group messages. This approach is more reliable than relying solely on standard headers.

June 2022 - Email Marketing Forum
Marketer view

Email marketer from Super User explains that the 'References' and 'In-Reply-To' headers are designed for threading. 'In-Reply-To' points to the parent Message-ID, while 'References' contains a list of Message-IDs in the thread. However, not all email clients implement these correctly.

April 2024 - Super User
Marketer view

Email marketer from Mailgun shares that to reliably track and group emails, use custom headers for campaign identifiers. These are less likely to be altered and provide a consistent way to group emails, supplementing the standard Message-ID.

July 2024 - Mailgun
Marketer view

Email marketer from Stack Overflow shares that Message-IDs should be globally unique, but in practice, some systems might generate them in a predictable manner. You can use this to group messages, but it's not guaranteed to work reliably across all email providers.

February 2025 - Stack Overflow
Marketer view

Email marketer from Email Uplers explains to group emails into threads, you need to use the In-Reply-To and References headers. The In-Reply-To header specifies the Message-ID of the email you’re replying to, and the References header lists all previous Message-IDs in the conversation.

December 2024 - Email Uplers
Marketer view

Email marketer from Sendgrid shares the best practice to use custom headers with your unique identifiers when grouping messages together to allow filtering and message grouping for campaigns.

September 2021 - Sendgrid

What the experts say
4Expert opinions

Grouping email messages using Message-ID or VERP can be achieved by analyzing email headers. Message-IDs, while meant to be globally unique, may not always be reliable due to varying implementations and potential removal during the SMTP process. VERP strings are often recommended as they contain more campaign and recipient information, especially when using platforms like Salesforce. In-Reply-To and References headers also contribute to email threading. Custom headers can provide internal tracking capabilities.

Key opinions

  • Message-ID Limitations: Message-ID uniqueness is not guaranteed, and can be removed during SMTP process.
  • VERP Recommendation: VERP strings are more likely to contain useful campaign and recipient information, making them suitable for grouping.
  • Threading Headers Importance: In-Reply-To and References headers are crucial for email threading.
  • Custom Headers for Internal Tracking: Custom headers and campaign IDs can help for internal tracking where standard methods are insufficient.

Key considerations

  • VERP Opacity: VERP strings can be opaque, requiring specialized knowledge to decipher.
  • Platform Dependency: The effectiveness of VERP may depend on the email platform used (e.g., Salesforce).
  • Header Implementation Variability: Not all systems implement threading headers correctly, impacting reliability.
  • MessageID RFC Compliance: Many MTAs violate the email address constraint for MessageID.
Expert view

Expert from Email Geeks mentions the data is probably in the VERP string, but it may be more or less opaque.

May 2024 - Email Geeks
Expert view

Expert from Word to the Wise explains that Message-ID should be unique for each email. For threading, the In-Reply-To and References headers are important. Not all systems correctly implement these, impacting threading reliability. Custom headers and campaign IDs can help for internal tracking.

October 2024 - Word to the Wise
Expert view

Expert from Email Geeks explains MessageID is dictated by RFCs with the constraint of being globally unique and in the form of an email address, though many MTAs violate the email address constraint. MessageID doesn't always survive the SMTP process, as it can be removed and replaced. Also suggests to look at VERP strings as they are more likely to contain useful information.

December 2022 - Email Geeks
Expert view

Expert from Email Geeks recommends using VERP rather than the messageID if you’re using Salesforce. The data you want is in the VERP string. Message IDs are unique to the email, and many are just random strings. VERP strings are more likely to contain useful campaign/recipient/send information. Also suggests some ESPs use header fields for that information.

May 2021 - Email Geeks

What the documentation says
5Technical articles

Grouping email messages can be achieved using both Message-ID and VERP. The Message-ID is a unique, immutable identifier for each email. Email threads can be correlated using the `In-Reply-To` and `References` headers, with `In-Reply-To` pointing to the parent Message-ID and `References` containing a chain of Message-IDs. VERP modifies the Return-Path, embedding recipient-specific information to track bounces and group related events. By analyzing the VERP, you can identify recipients and group messages.

Key findings

  • Message-ID Uniqueness: Message-ID is a globally unique and immutable identifier.
  • Threading with Headers: `In-Reply-To` and `References` headers are used to correlate messages in a thread.
  • VERP for Bounce Tracking: VERP embeds recipient-specific information in the return path to track bounces.
  • VERP Grouping: Analyzing VERP allows for identifying recipients and grouping messages related to bounce events.

Key considerations

  • Message-ID in isolation: Grouping based solely on Message-ID may not capture threaded conversations.
  • VERP Implementation: Implementing VERP requires modifying the Return-Path address.
  • Compliance: Adhering to RFC standards for Message-ID formatting ensures interoperability.
  • Chain analysis: Correctly analyzing VERP return path data and References header information is required
Technical article

Documentation from LimiLabs explains VERP (Variable Envelope Return Path) which modifies the Return-Path address for each recipient. This allows senders to identify the exact recipient that caused a bounce, aiding in list management and grouping messages related to bounce events.

March 2022 - LimiLabs
Technical article

Documentation from RFC Editor explains that the Message-ID field contains a single unique message identifier. It is globally unique and immutable over the lifetime of the message. The format is addr-spec (e.g., <local-part@domain>).

August 2023 - RFC Editor
Technical article

Documentation from Oracle explains The Message-ID header is a unique identifier for an individual email message. The References header is used to link related messages together in a conversation thread.

December 2021 - Oracle
Technical article

Documentation from IETF explains that VERP is used to embed recipient-specific information in the return path, facilitating automated bounce processing. By analyzing the return path, you can identify which recipient caused a bounce and group related messages.

May 2022 - IETF
Technical article

Documentation from Microsoft Learn explains that you can use the `In-Reply-To` and `References` header fields to correlate email messages in a thread. `In-Reply-To` contains the Message-ID of the message being replied to, while `References` contains a chain of Message-IDs from previous messages in the thread.

May 2021 - Microsoft Learn