Email Marketing

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

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Thu thap thong tin

Hoi user toi da 4 cau:

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

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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

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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

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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

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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

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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

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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

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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

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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)

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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

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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

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

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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)

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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

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Template ket qua

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

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## 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

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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

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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