Manage marketing channels
Channel types
Marketing channels include email, text messages (SMS), push notifications, custom channels, and forms/pages. Candidates should know the purpose of each and the configuration each requires. Email depends on authenticated domains and templates; SMS depends on a configured provider and phone number; push depends on app configuration and device registration.
Understand content authoring: templates, content blocks, personalization tokens, and dynamic content. Know how A/B testing works and how send settings (throttling, scheduling, time zone) affect delivery. Also understand forms and landing pages as channels that capture consent and create/update records.
Traps to watch for
- Assuming SMS works without a configured provider and compliant opt-in.
- Confusing personalization tokens (merge fields) with dynamic content (conditional blocks).
- Forgetting that forms can both capture data and record consent.
- Mixing up scheduled send with journey trigger timing.
Rule of thumb
For any channel, verify three prerequisites: the channel is configured (domain, provider, app), consent is captured for that channel, and content is authored with valid personalization. If a question describes a channel failing, check configuration and consent before content.
Worked example
A marketer wants to send SMS reminders for an event. Before building the message, they must confirm an SMS provider is configured, the recipients opted in to SMS, and the message includes required compliance language. Skipping any prerequisite blocks delivery.