Introduction
Email messaging in Mapp Engage is based on reusable message structures, personalization, and controlled sendouts.
Understanding how email messages are structured and how different email types relate to each other provides the foundation for creating, sending, and optimizing email campaigns.
This model applies consistently across all email types in Mapp Engage.
Core Concepts
Email Message
An email message represents the content that is sent to recipients during a sendout. It defines the subject line, body content, personalization logic, and reusable variables.
Email messages are created independently from audiences and can be reused across multiple campaigns and sendouts.
Message Types
Mapp Engage supports different types of email messages, depending on your content strategy and technical requirements.
CMS Email
Structured, reusable email messages based on content blocks and frameworks.
Typically used for marketing-driven campaigns with recurring layouts.
HTML Email
Email messages created using custom HTML code.
Provides full control over markup, layout, and styling.
AMP Email
Interactive email messages that allow dynamic and interactive content within the inbox.
Requires additional technical setup and client support.
All message types follow the same sendout and reporting logic.
Personalization and Variables
Email messages can include personalization and variables to dynamically adapt content for recipients or campaigns.
Personalization targets individual recipients or segments.
Variables insert reusable or campaign-wide content elements.
These mechanisms work consistently across all email message types.
Message Lifecycle
At a high level, email messaging follows a consistent lifecycle:
An email message is created using a supported message type.
Personalization and variables are applied to the message.
The message is reviewed and tested.
The message is sent to a defined audience through a sendout or automation.
Performance and engagement are measured after delivery.
Related Content
CMS Email – Learn how CMS-based email messages work
HTML Email – Learn how to create email messages using HTML
AMP Email – Learn how interactive AMP emails are supported