@mike-davis @scottalanmiller
Thanks so much for you quick responses... knowing I got those settings dialed in allowed my brain to stop focusing on them and look elsewhere.
After reading some more documentation... there is an added step that I didn't realize I had to do. I must have missed it before because I was too focused on SMTP settings...
Administration > User Groups > Permissions --- by default 'All Groups' was set to 'None' instead of 'Read-Write' which means any user in that group wasn't allowed to read host data. Why that is a default config idk...
https://www.zabbix.com/documentation/3.2/manual/config/notifications/action/operation/message
Thanks for you help, I changed that setting and boom! Emails came through. #bestforumsEver.