Channel Setup
Email channel setup
Email Studio setup revolves around three profiles and one classification. A sender profile defines the visible From name and address and the reply address. A delivery profile defines the sending IP, header, and related delivery settings. A send classification ties together the sender profile, delivery profile, and commercial or transactional treatment. Commercial sends require a physical mailing address and an unsubscribe mechanism; transactional treatment is for relationship messages and is not a loophole for marketing. Traps: changing a sender profile does not change the sending IP; a delivery profile is not a From address; a send classification is not a template.
Mobile channels
MobileConnect handles SMS with short codes, long codes, keywords, and opt-in/opt-out responses. Consent is explicit and keyword-driven; STOP is the typical opt-out and HELP is the typical help keyword. MobilePush connects an app and requires platform credentials such as APNs for iOS and FCM for Android, plus opt-in handling in the app. Traps: SMS consent is not inherited from email; a keyword is not the same as a message template; push opt-in is device/app-specific.
Preference and profile centers
The Profile Center and Preference Center let subscribers manage attributes and subscriptions. They are not the same as a suppression list. A publication list can power a preference center subscription choice.
Worked example: a retail SMS program needs a dedicated short code, an opt-in keyword, a confirmation message, and a STOP response. Map each to MobileConnect keyword and response settings before building the journey. Rule: set up consent and channel infrastructure before content; a beautiful email cannot fix a missing physical address or an unauthenticated sending domain.