Targeting and Personalization
What this domain covers
Targeting is about reaching the right person with the right message. Know segmentation - how segments are defined by field values and how they drive dynamic content. Understand smart lists as audience definitions, and how to combine filters with AND/OR logic to build precise audiences. Also know personalization constructs: tokens, dynamic content, and behavior-based targeting using engagement or activity data.
Traps to watch
The biggest trap is segmentation vs. smart list: a segmentation groups people into segments for content variation, while a smart list defines who enters a campaign. They serve different purposes. Another trap is AND/OR logic in smart lists - adding filters narrows (AND) while adding choices within a filter broadens (OR). Watch for questions about default segments: everyone must belong to a segment, so a default segment is required. Also expect questions on personalization scope - tokens resolve at send time, so values must be current.
Rule of thumb
Ask: "Am I deciding who gets this (smart list) or what they see (segmentation/dynamic content)?" Answer that first, then choose the mechanism.
Worked example
To show enterprise prospects a different case study, create a segmentation on company size with an enterprise segment and a default segment, then use dynamic content in the email. The smart list still controls who receives the email.