14 Email Marketing

Email Marketing

> Email la kenh so huu — khong phu thuoc thuat toan, khong mat tien tiep can lai nguoi da dang ky.

Thu thap thong tin

Hoi user toi da 4 cau:

• San pham/dich vu gi? Mo ta ngan + doi tuong khach hang.
• Muc tieu email? Thu lead moi, nurture lead cu, ban hang, hay re-engage khach cu?
• Da co list email chua? Bao nhieu subscriber? Da phan loai nhom chua?
• Dang dung tool nao? Brevo, Mailchimp, Kit, hay chua co? Da setup domain chua?

Nguyen tac cot loi

| Nguyen tac | Giai thich |

|------------|-----------|

| Gia tri truoc ban hang | 80% email cung cap gia tri, 20% email ban hang |

| Phan khuc truoc gui | Khong bao gio gui cung 1 email cho toan bo list |

| 1 email = 1 muc dich | Moi email chi co 1 CTA chinh |

| Mobile-first | 70%+ doc email tren dien thoai — thiet ke cho man hinh nho truoc |

| Test lien tuc | A/B test subject line va thoi gian gui moi tuan |

| Ton trong nguoi nhan | Co link unsubscribe ro rang, khong spam |

Cau truc 1 email

| Thanh phan | Gioi han | Vai tro |

|------------|---------|--------|

| Subject line | 50 ky tu (30 ky tu hien thi tren mobile) | Quyet dinh open rate |

| Preview text | 90 ky tu | Bo sung cho subject line, tang open rate |

| Header | Logo + ten thuong hieu | Nhan dien nhanh |

| Body | 150–300 tu (nurture), 100–200 tu (promotion) | Noi dung chinh |

| CTA | 1 CTA chinh, toi da 1 CTA phu | Chuyen doi |

| Footer | Unsubscribe + dia chi + lien he | Tuan thu phap luat |

Cong thuc Subject Line

5 cong thuc hieu qua

| Cong thuc | Vi du | Khi dung |

|-----------|------|---------|

| Curiosity (To mo) | "Dieu 90% nguoi lam sai khi [chủ de]" | TOFU, nurture |

| Benefit (Loi ich) | "[Ket qua] trong [thoi gian] — day la cach" | MOFU, nurture |

| Urgency (Khan cap) | "Con 24h — [uu dai] het han ngay mai" | BOFU, promotion |

| Personalization (Ca nhan) | "[Ten], minh co thu nay cho ban" | Re-engage, VIP |

| Number (So lieu) | "5 buoc de [dat ket qua] — buoc 3 quan trong nhat" | Giao duc, nurture |

Quy tac subject line

• Viet ngan, khong qua 50 ky tu
• Khong dung ALL CAPS
• Tranh spam trigger: "Mien phi", "100%", qua nhieu dau cham than
• Test 2 subject line moi lan gui (A/B test)
• Preview text phai bo sung, khong lap lai subject line

Phan khuc doi tuong (Segmentation)

Theo hanh vi

| Nhom | Tieu chi | Email phu hop |

|------|---------|--------------|

| Active | Mo email trong 30 ngay gan nhat | Tat ca loai email |

| Warm | Mo email 31–60 ngay truoc | Nurture + offer nhe |

| Cold | Khong mo email 60+ ngay | Re-engage sequence |

| Engaged | Click link trong 14 ngay | Offer cu the, BOFU |

| New | Dang ky trong 7 ngay | Welcome sequence |

Theo lich su mua hang

| Nhom | Tieu chi | Email phu hop |

|------|---------|--------------|

| Chua mua | Dang ky nhung chua mua | Nurture → Trial offer |

| Da mua 1 lan | Mua 1 lan, chua quay lai | Re-purchase offer + cross-sell |

| Khach trung thanh | Mua 3+ lan | VIP offer, loyalty, referral |

| Khach cu (Churned) | Mua truoc, khong hoat dong 90+ ngay | Win-back offer |

Theo muc do quan tam

| Nhom | Tieu chi | Email phu hop |

|------|---------|--------------|

| Quan tam [A] | Click vao noi dung ve [chu de A] | Noi dung sau ve [A] |

| Quan tam [B] | Click vao noi dung ve [chu de B] | Noi dung sau ve [B] |

| Chua xac dinh | Chua click du de phan loai | Survey email hoac noi dung da dang |

Sequence Template

Welcome Series (3 email — gui khi dang ky moi)

| # | Thoi diem | Subject line | Noi dung chinh | CTA |

|---|----------|-------------|----------------|-----|

| 1 | Ngay lap tuc | "Chao mung [Ten] — day la mon qua cho ban" | Gioi thieu thuong hieu + giao gia tri ngay (ebook, checklist, voucher) | Download/Su dung ngay |

| 2 | +2 ngay | "[Ten], 3 dieu ban nen biet ve [thuong hieu]" | Cau chuyen thuong hieu + gia tri khac biet + social proof | Doc them tren blog/website |

| 3 | +4 ngay | "Cach [thuong hieu] giup [X nguoi] dat duoc [ket qua]" | Case study/Testimonial + CTA den buoc tiep theo | Dat lich / Xem san pham |

Nurture Sequence (5 email — gui sau Welcome)

| # | Thoi diem | Chu de | Loai noi dung |

|---|----------|--------|--------------|

| 1 | +7 ngay | Giai quyet pain point #1 | Giao duc — chia se kien thuc |

| 2 | +10 ngay | Giai quyet pain point #2 | Giao duc — huong dan cu the |

| 3 | +14 ngay | Social proof manh | Case study + so lieu ket qua |

| 4 | +17 ngay | Soft offer | Gioi thieu san pham/dich vu nhu giai phap |

| 5 | +21 ngay | Hard offer + khan cap | Uu dai co thoi han + CTA manh |

Re-engage Sequence (3 email — gui cho nhom Cold)

| # | Thoi diem | Subject line | Noi dung chinh | CTA |

|---|----------|-------------|----------------|-----|

| 1 | Ngay 1 | "Lau roi khong gap [Ten] — minh nho ban" | Nhac lai gia tri + hoi co con quan tam khong | Click de tiep tuc nhan email |

| 2 | +3 ngay | "[Ten], day la thu minh danh rieng cho ban" | Offer doc quyen cho nguoi quay lai | Su dung offer |

| 3 | +7 ngay | "Email cuoi cung — ban co muon tiep tuc?" | Thong bao se ngung gui neu khong phan hoi | Click de o lai / Tu dong xoa |

Promotional (1 email don le hoac chuoi 2–3 email)

| # | Thoi diem | Vai tro |

|---|----------|--------|

| 1 | 3 ngay truoc | Thong bao — "Sap co uu dai dac biet" |

| 2 | Ngay khai truong | Offer chinh — gia, loi ich, deadline, CTA |

| 3 | 24h truoc het han | Nhac nho — "Con 24h" + khan cap |

Transactional (tu dong theo hanh dong)

| Trigger | Email | Noi dung |

|---------|-------|---------|

| Dat hang thanh cong | Xac nhan don hang | Chi tiet don + buoc tiep theo |

| Thanh toan thanh cong | Hoa don / Bien lai | So tien, ma don, lien he ho tro |

| Dat lich thanh cong | Xac nhan lich hen | Thoi gian, dia diem, chuan bi gi |

| Hoan thanh dich vu | Cam on + khao sat | Hoi trai nghiem + de nghi review |

Automation Flow

Flow co ban

Trigger: [Hanh dong cua user]
  │
  ├── Gui email 1 (ngay lap tuc)
  │
  ├── Doi 2 ngay
  │
  ├── Dieu kien: Da mo email 1?
  │   ├── Co → Gui email 2A (noi dung tiep theo)
  │   └── Khong → Gui email 2B (subject line khac, noi dung giong)
  │
  ├── Doi 3 ngay
  │
  ├── Dieu kien: Da click link trong email 2?
  │   ├── Co → Chuyen sang nhom "Engaged" → Gui offer
  │   └── Khong → Gui email 3 (gia tri cao, thu hut lai)
  │
  └── Ket thuc sequence → Chuyen sang email dinh ky

Flow Welcome → Nurture → Convert

Dang ky moi
  │
  ├── Welcome Email 1 (ngay) — Chao mung + qua
  ├── Welcome Email 2 (+2 ngay) — Cau chuyen
  ├── Welcome Email 3 (+4 ngay) — Social proof
  │
  ├── Dieu kien: Da click bat ky link nao?
  │   ├── Co → Nhom "Warm" → Bat dau Nurture Sequence
  │   └── Khong → Nhom "Cold" → Re-engage Sequence
  │
  ├── Nurture 1–5 (+7 den +21 ngay)
  │
  ├── Dieu kien: Da mua hang?
  │   ├── Co → Chuyen sang Post-purchase flow
  │   └── Khong → Offer cuoi + khan cap → Chuyen sang email dinh ky
  │
  └── Email dinh ky (1/tuan) — 80% gia tri, 20% offer

A/B Test Plan

Thu tu test (uu tien cao truoc)

| Uu tien | Yeu to | Bien the A | Bien the B | Chi so do | Mau toi thieu |

|---------|--------|-----------|-----------|-----------|--------------|

| 1 | Subject line | Curiosity | Benefit | Open rate | 500 email/bien the |

| 2 | Thoi gian gui | 8:30 AM | 8:00 PM | Open rate | 500 email/bien the |

| 3 | CTA | Button mau cam | Button mau xanh | Click rate | 500 email/bien the |

| 4 | Do dai email | Ngan (150 tu) | Dai (300 tu) | Click rate | 500 email/bien the |

| 5 | Ten nguoi gui | Ten thuong hieu | Ten ca nhan | Open rate | 500 email/bien the |

Quy tac A/B test email

• Chi test 1 yeu to moi lan
• Chia deu random: 50/50 hoac 20/20/60 (test nho truoc, gui phan thang cho winner)
• Doi toi thieu 24h truoc khi ket luan
• Toi thieu 500 email moi bien the de co y nghia thong ke
• Luu ket qua test vao spreadsheet de tich luy kien thuc

Thoi gian gui toi uu — Viet Nam

| Khung gio | Hieu qua | Ly do | Loai email phu hop |

|-----------|---------|-------|-------------------|

| 8:00–9:00 AM | Cao | Dau ngay lam viec, kiem tra email | Nurture, giao duc, B2B |

| 12:00–1:00 PM | Trung binh–Cao | Nghi trua, luot dien thoai | Promotion, uu dai |

| 8:00–9:00 PM | Cao | Toi, thu gian, doc email ca nhan | Promotion, re-engage, B2C |

| 6:00–7:00 AM | Trung binh | Nguoi day som, truoc khi di lam | Newsletter, digest |

Luu y:

• Ngay gui tot nhat: Thu 3, Thu 4, Thu 5 (tranh Thu 2 ban va cuoi tuan)
• Tranh gui: ngay le, Tet, 30–31 hang thang (nhieu email khac canh tranh)
• B2B: gui trong gio hanh chinh (8AM–5PM)
• B2C: gui ngoai gio hanh chinh (12PM trua, 8PM toi)

Deliverability — Dam bao email vao Inbox

Checklist ky thuat bat buoc

| Hang muc | Yeu cau | Cach kiem tra |

|----------|---------|-------------|

| SPF | Them record SPF vao DNS | MXToolbox.com |

| DKIM | Ky so email bang DKIM key | MXToolbox.com |

| DMARC | Them record DMARC vao DNS | MXToolbox.com |

| Domain rieng | Gui email tu domain cua thuong hieu, khong dung @gmail.com | Cai dat trong Brevo |

| Warm-up | Tang dan so luong gui: 50 → 100 → 200 → 500/ngay | Theo doi bounce rate |

| List hygiene | Xoa email bounce, khong mo 6 thang | Chay moi quy |

Lich warm-up domain moi

| Tuan | So email/ngay | Doi tuong gui | Muc dich |

|------|-------------|--------------|---------|

| Tuan 1 | 50–100 | Noi bo + khach hang than | Test ky thuat, xay reputation |

| Tuan 2 | 100–300 | Subscriber moi nhat (engaged) | Tang reputation |

| Tuan 3 | 300–500 | Mo rong them nhom Active | On dinh |

| Tuan 4+ | 500–1000+ | Toan bo list (tru Cold) | Van hanh binh thuong |

Quy tac tranh spam

• Khong mua list email — chi gui cho nguoi da dong y (opt-in)
• Khong dung ALL CAPS trong subject line
• Tranh tu spam: "Mien phi 100%", "Nhan ngay", qua nhieu dau "!!!"
• Ti le text/image: toi thieu 60% text, toi da 40% image
• Co link unsubscribe o cuoi moi email
• Gi cung test truoc khi gui hang loat

Tool khuyen dung — Viet Nam

| Tool | Free tier | Gia | Diem manh | Khi dung |

|------|----------|-----|----------|---------|

| Brevo (khuyen dung) | 300 email/ngay, unlimited contacts | Tu $9/thang | Automation manh, UI tieng Viet, server chau A | Mac dinh cho thi truong VN |

| Mailchimp | 500 contacts, 1000 email/thang | Tu $13/thang | Template dep, tich hop nhieu | Khi can nhieu template |

| Kit (ConvertKit) | 1000 subscribers | Tu $15/thang | Tot cho creator, landing page built-in | Personal brand, educator |

Setup Brevo co ban

• Tao tai khoan tai brevo.com
• Them domain gui email (SPF + DKIM + DMARC)
• Import contacts + phan nhom
• Tao Welcome automation
• Thiet ke email template (brand colors, logo)
• Test gui 50 email noi bo
• Bat dau warm-up theo lich o tren

Tuan thu phap luat

PDPA Viet Nam (Nghi dinh 13/2023/ND-CP)

| Yeu cau | Cach thuc hien |

|---------|---------------|

| Dong y (Consent) | Form dang ky co checkbox dong y nhan email (khong tick san) |

| Quyen rut dong y | Link unsubscribe trong moi email, xu ly trong 24h |

| Bao mat du lieu | Ma hoa danh sach email, khong chia se voi ben thu 3 |

| Muc dich ro rang | Ghi ro "Dang ky nhan email ve [noi dung gi]" |

| Quyen xoa du lieu | Cung cap cach de user yeu cau xoa toan bo du lieu |

Checklist compliance

• [ ] Form dang ky co o tick dong y (khong tu dong tick)
• [ ] Moi email co link Unsubscribe o footer
• [ ] Co dia chi lien he/doanh nghiep trong footer
• [ ] Khong gui email cho nguoi chua dong y
• [ ] Xu ly unsubscribe trong vong 24h
• [ ] Luu tru bang chung dong y (consent log)

KPI va Benchmark

Chi so theo doi hang tuan

| KPI | Cong thuc | Benchmark VN | Kem | Tot | Xuat sac |

|-----|----------|-------------|-----|-----|----------|

| Open rate | So mo / So gui | 15–25% | <15% | 25–35% | >35% |

| Click rate (CTR) | So click / So gui | 1–3% | <1% | 3–5% | >5% |

| Click-to-open rate (CTOR) | So click / So mo | 10–15% | <10% | 15–25% | >25% |

| Unsubscribe rate | So huy / So gui | 0.3–1% | >1% | 0.1–0.3% | <0.1% |

| Bounce rate | So bounce / So gui | 1–3% | >3% | 0.5–1% | <0.5% |

| Spam complaint | So complaint / So gui | 0.05–0.1% | >0.1% | <0.05% | <0.01% |

Chi so theo doi hang thang

| KPI | Cong thuc | Muc tieu |

|-----|----------|---------|

| List growth rate | (Sub moi - Unsub) / Tong sub | >5%/thang |

| Revenue per email | Doanh thu tu email / So email gui | Tang MoM |

| Conv rate | So mua hang / So click | >2% |

| Email ROI | (Revenue - Cost) / Cost | >30x |

Template ket qua

# Chien Luoc Email Marketing — [Ten thuong hieu]
Ngay tao: [YYYY-MM-DD]
Tool: [Brevo / Mailchimp / Kit]
So subscriber hien tai: [X]

---

## 1. Muc tieu

| Muc tieu | Chi so | Target | Thoi han |
|----------|--------|--------|---------|
| [Muc tieu 1] | [KPI] | [Con so] | [Thang/Quy] |
| [Muc tieu 2] | [KPI] | [Con so] | [Thang/Quy] |

## 2. Phan khuc doi tuong

| Nhom | Tieu chi | So luong | Email phu hop |
|------|---------|---------|--------------|
| [Nhom 1] | [Tieu chi] | [X] | [Loai email] |
| [Nhom 2] | [Tieu chi] | [X] | [Loai email] |
| [Nhom 3] | [Tieu chi] | [X] | [Loai email] |

## 3. Welcome Sequence

### Email 1 — Chao mung
- **Subject:** [50 ky tu]
- **Preview:** [90 ky tu]
- **Noi dung:** [Tom tat 2–3 cau]
- **CTA:** [Hanh dong]
- **Gui:** Ngay khi dang ky

### Email 2 — Cau chuyen
- **Subject:** [50 ky tu]
- **Preview:** [90 ky tu]
- **Noi dung:** [Tom tat 2–3 cau]
- **CTA:** [Hanh dong]
- **Gui:** +2 ngay

### Email 3 — Social proof
- **Subject:** [50 ky tu]
- **Preview:** [90 ky tu]
- **Noi dung:** [Tom tat 2–3 cau]
- **CTA:** [Hanh dong]
- **Gui:** +4 ngay

## 4. Nurture Sequence

| # | Ngay | Chu de | Subject line | CTA |
|---|------|--------|-------------|-----|
| 1 | +7 | [Chu de] | [Subject] | [CTA] |
| 2 | +10 | [Chu de] | [Subject] | [CTA] |
| 3 | +14 | [Chu de] | [Subject] | [CTA] |
| 4 | +17 | [Chu de] | [Subject] | [CTA] |
| 5 | +21 | [Chu de] | [Subject] | [CTA] |

## 5. Lich gui email dinh ky

| Ngay | Gio | Loai email | Doi tuong | Chu de |
|------|-----|-----------|----------|-------|
| Thu 3 | 8:30 AM | Nurture/Giao duc | Active | [Chu de tuan] |
| Thu 5 | 8:00 PM | Promotion (neu co) | Engaged | [Offer] |

## 6. Automation Flow

[Mo ta flow bang text hoac so do]

## 7. A/B Test Plan thang nay

| Tuan | Yeu to test | Bien the A | Bien the B | Chi so do |
|------|------------|-----------|-----------|-----------|
| 1 | [Yeu to] | [A] | [B] | [Chi so] |
| 2 | [Yeu to] | [A] | [B] | [Chi so] |

## 8. Checklist thiet lap

- [ ] Domain email da verify (SPF + DKIM + DMARC)
- [ ] Template email da thiet ke (brand colors, logo, footer)
- [ ] Welcome sequence da cai dat va test
- [ ] Phan khuc doi tuong da tao
- [ ] Unsubscribe link hoat dong
- [ ] Test gui noi bo thanh cong
- [ ] Warm-up plan da bat dau

Lien ket skill

• 09-insight-khach-hang — hieu pain point de viet email nurture dung noi dau
• 05-copy-quang-cao — dung chung cong thuc copywriting cho subject line va body
• 01-lich-noi-dung — dong bo email voi lich content tong the
• 12-brief-landing-page — landing page la dich den cua CTA trong email
• 13-phan-tich-du-lieu — phan tich hieu suat email marketing hang tuan/thang
• 15-social-listening — bat xu huong de tao noi dung email kip thoi

Checklist chat luong

Truoc khi gui moi email

• [ ] Subject line < 50 ky tu, preview text < 90 ky tu
• [ ] Chi co 1 CTA chinh
• [ ] Link hoat dong (click test tung link)
• [ ] Hien thi tot tren mobile (test tren dien thoai that)
• [ ] Co link unsubscribe
• [ ] Khong co loi chinh ta hoac loi ten (merge tag test)
• [ ] Test spam score (Brevo co san)

Truoc khi bat automation

• [ ] Flow logic dung (ve so do ra giay)
• [ ] Dieu kien re nhanh hoat dong (test ca 2 nhanh)
• [ ] Thoi gian delay hop ly
• [ ] Exit condition ro rang (khi nao nguoi dung ra khoi flow)
• [ ] Khong trung lap voi email dinh ky khac

Hang thang

• [ ] Review open rate va click rate — so voi thang truoc
• [ ] Xoa email bounce khoi list
• [ ] Cap nhat phan khuc dua tren hanh vi moi
• [ ] Lam moi subject line dua tren ket qua A/B test
• [ ] Kiem tra list growth rate