Delivery Channels and Message Configuration
What you must understand
Know the delivery types (email, SMS, push, direct mail) and the delivery template that seeds each one. Understand routing, external accounts, typology rules (pressure, fatigue, control), and seed addresses. Know how proofs and test sends differ from real deliveries.
Traps that appear in questions
- Template inheritance. A delivery inherits from its template at creation; later template edits do not retroactively change existing deliveries.
- Typology rules apply at analysis. Rules run during target analysis, not at send - a rule added after analysis may not apply.
- External accounts bind a channel to a provider; a missing account causes routing failure, not a content error.
- Seed addresses validate rendering and routing; they are not part of the target population.
Rule of thumb
When a delivery fails, check in order: template → routing/external account → typology rules → target analysis. Most failures trace to one of these four.
Worked example
A fatigue rule blocks a send because a recipient received three messages this week. The rule fires during analysis, so the fix is to adjust the rule's frequency or exclude the segment - not to resend the delivery.