# Message, content, and delivery

## Message step

Once you have defined *Who* you are going to target in the campaign using an Audience Step, you can move to the Message Step to define the **What** and the **How**:

- **What** are you going to communicate to this target group?
- **How** are you going to deliver the message?

Within a Message, the Content step defines the **What** and the Delivery step defines the **How**.

The Message step allows you to personalise the communication by adding information into the Content step to be output.

The Delivery defines the required communication channel, whether that be uploading a file to a mailing house, an ESP or social media platform – or a combination of multiple channels simultaneously.

See [Content step](<https://help.apteco.com/en/peoplestage/campaigns/creating-a-campaign/message-content-delivery/about-the-content-step/index.md>) and [Delivery step](<https://help.apteco.com/en/peoplestage/campaigns/creating-a-campaign/message-content-delivery/about-the-delivery-step/index.md>).

As part of your Message, it is possible to define what a transactional response to your marketing looks like. This is achieved using a New Responses step. Once defined, PeopleStage will monitor transactions made against the rules you define.

For more information see [Transactional data](<https://help.apteco.com/en/peoplestage/campaigns/creating-a-campaign/message-content-delivery/transactional-data/index.md>).