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Smart Campaigns vs Email Scripting

Question asked by 5989e91b3a294759973859ab7ad1056fe28bd776 on Aug 14, 2018
Latest reply on Aug 15, 2018 by Sanford Whiteman

What is the best practice for creating a targeted campaign? For example:


- Customer purchases product A from category X.

- A follow-up email is sent to the customer with 3 additional products from category X.


Is it a better practice to:

- Create an email for each category and the use Smart Filters up front to send a specific email.


- Create a single email and use Email Scripting to choose products based on the category.


I'm new to Marketo and this is the first time I will be setting this up so I want it to scale.


I'm leaning toward the Smart Campaign approach since this seems much easier to maintain. The more targeted the campaigns become to more individual emails need to be created but this that still seems more manageable that creating a ton of scripting logic that becomes difficult to debug and update.


What are some good examples of when to use email scripting?