E Mail Marketing

Tt tn tt v Email Marketing
Phin bn 2.0 2013

Cng ng Tt Tn Tt http://tattantat.edu.vn
H tr bi Vang Xa JSC
H| Ni, Vit Nam
Mt s thng tin, hnh nh hng dn trn thc t c th thay i so vi thi
im s{ch c bin son, t{c gi khng chu tr{ch nhim v nhng hiu nhm
hoc thit hi ph{t sinh t s thay i . S{ch c cp nht h|ng nm, t{c gi
s dng n lc trong phm vi c th duy tr tnh chnh x{c ca thng tin. |
C{c thng tin, hnh nh trong s{ch c tng hp t nhiu ngun ph{t h|nh qua
Internet, trng hp c bt k vi phm n|o lin quan n bn quyn ca mt
bn th ba, ni dung lin quan s c xa b khi t|i liu ngay lp lc. Ngi
s dng t|i liu n|y hiu rng t|i liu n|y nhm mc ch chia s kin thc vi
cng ng, khng nhm mc ch thng mi. Do , Vang Xa khng chu bt
c tr{ch nhim n|o lin quan n vic s dng t|i liu hay bn quyn, quyn
thng mi ca bn th ba. | Trch dn, s dng li c{c thng tin trong s{ch c
lin quan n c{c kh{ch h|ng ca Vang Xa l| khng c php. | Vic ph{t h|nh
li s{ch di bt k hnh n|o, d l| qua Internet, u cn s ng trc ca
Vang Xa.
Email dng nh l| mt cng c marketing tuyt vi cho n khi

bn ngh v tt c nhng th r{c ang l|m tc nghn inbox ca
bn. Nhng d nhin thng ip ca bn khng phi l| spam. Vy
l|m th n|o dng email m| khng tr th|nh mt spammer?
L|m ng c{ch, email marketing s em li hiu qu cao. Tt tn
tt v Email Marketing c th gip bn gi thng ip ca bn ti
hm th inbox ca ngi nhn theo nhng tiu chun chuyn
nghip, tng kh nng gi email th|nh cng.
Bn s kh{m ph{ ra nhng b mt ng sau vic x}y dng th|nh
cng danh s{ch kh{ch h|ng v| thit k c{c thng ip email hp
dn v| chuyn nghip.
Bn s c th:
Ph{t trin mt chin lc th|nh cng, o lng hiu qu n
lc marketing qua c{c ch s v| ROI
Tng t l open v| xem xem ai m email ca bn
Quyt nh nn dng nh| cung cp dch v email hay khng
X}y dng quan h vi c{c kh{ch h|ng ca bn
Thc hin chin lc tu}n th theo c{c quy nh v chng
th r{c
Kt hp email vi c{c phng tin marketing kh{c
S{ch c vit bng ngn ng n gin, ph hp vi phn ng
nhng ngi kinh doanh khng c qu{ nhiu thi gian nghin cu.
Bn c th ngay lp tc {p dng nhng th thut c miu t

trong s{ch em li li nhun cho n lc marketing ca mnh.
Cui cng, d bn c to|n b quyn s{ch hay i thng v|o phn

bn quan t}m nht, Tt tn tt v Email Marketing cng bao gm
tt c nhng kin thc gip bn s dng email marketing th|nh
cng trong kinh doanh.
T|i liu n|y nhm mc ch cung cp cho cng ng c{c doanh

nghip v| nhng ngi l|m marketing nhng kin thc quan trng
nhanh chng tip cn v| th|nh cng cng email marketing.
1. Phn u ca t|i liu s cung cp cho bn kh{i nim v| c{c
bc c bn thc hin email marketing.
2. Phn tip theo, t chng 2 chng 5, bn s tm c
nhng hng dn chi tit, t vic x}y dng danh s{ch, la
chn phn mm email marketing, thit k email, ti ph}n
tch hiu qu.
3. Cui cng l| phn n}ng cao, a ra nhng kinh nghim
bn ti u ha chin dch email marketing v| n}ng cao kh
nng gi email th|nh cng.
Nu bn c ht c{c phin bn trc ca cun s{ch n|y, bn s

tm thy thm nhiu thng tin hu ch sau:
Ph}n bit 5 loi thng ip email qua kinh nghim t Apple
C{c tiu ch gip bn chn la phn mm email marketing

tt nht
Hng dn thit k email hin th tt vi Outlook 2007 &

Outlook 2010
Ph}n tch s kh{c bit gia 3 loi x{c nhn ng k nhn tin
o lng ROI trong email marketing
Tt Tn Tt v Email Marketing l cu
chuyn v ngh thut s dng thnh cng
email trong kinh doanh. Cu chuyn
vit t thnh cng ca nhiu doanh nghip
v cng s tr thnh cu chuyn ca bn
nu bn thc hin ng cch.
Li m u
Bn s thy g trong t|i liu n|y
C g mi trong phin bn 2
Chng 1. n tng u tin
12
Email Marketing l| g?
12
Ti sao ti phi s dng Email Marketing?
13
Email Marketing kh{c vi Spam nh th n|o
14
3 bc c bn nht khi trin khai Email Marketing
16
X}y dng danh s{ch email
16
Thit k email
17
Gi v| {nh gi{ kt qu
17
5 loi thng ip email B|i hc t Apple
18
Nhn bit
20
C}n nhc
22
H|nh ng
24
S dng sn phm
26
Trung th|nh
29
Lp k hoch email marketing
Chng 2. X}y dng danh s{ch email

Ti c th mua li danh s{ch email khng?
32
33
33
Phng ph{p x}y dng danh s{ch email

To Form ng k nhn tin trn website ca bn
37
37
Kt ni Form ng k nhn tin trn website ca bn vi

phn mm email marketing
38
Tng hp thng tin v kh{ch h|ng hin ti
40
Khuyn mi
41
T chc s kin
41
X{c nhn ng k nhn tin
42
C{c phng thc x{c nhn
42
Bn nn chn loi x{c nhn n|o
43
Chin lc cho c ba m hnh
47
nh dng d liu
52
Ph}n nhm danh s{ch ngi nhn
54
Chng 3. Thit k Email
55
Ni dung email
56
C{c nguyn tc v|ng trong thit k email
58
Ngn gn
58
Khng qu{ rng
59
Pha trn np gp
60
Ph hp vi nhn din thng hiu
60
Mi gi h|nh ng
61
Hn ch File nh km & Gi email c kch thc nh 61
C{ nh}n ha ni dung email
62
nh hay Text
64
Phin bn TEXT v| HTML
65
Tng thch vi chng trnh c email
68
Thit k email hin th tt vi Outlook 2007 & Outlook 2010 71

V sao thit k email cho Outlook li kh khn hn
71
Nhng kinh nghim thit k vi Outlook 2007
72
Chng 4. Gi chin dch email
76
Liu ti c cn phn mm email marketing trc tuyn
77
Phn mm Email Marketing cn c chc nng g
79
Tn ngi gi v| Tiu ca email
92
Thi im thch hp gi email
94
Tn sut gi email
95
Chng 5. {nh gi{ kt qu
96
Thng k t phn mm email marketing
96
Thng k Open
96
Thng k Click
99
Thng k Email hng (Bounce email)
100
Thng k kh{c
102
Thng k t kt qu kinh doanh
102
T l phn hi (Response Rate)
102
T l chuyn i (Conversion rate)
103
ROI (Return on Investment)
104
Chng 6. Ti u chin dch email
106
T phn hi (AutoResponse)
106
T h|nh ng
107
Th tng phn
108
Video Email Marketing
108
Tch hp Social Media
110
Chng 7. Inbox hay l| Cht
112
a ch ca bn nm trong danh b email ca ngi nhn

(Address books)
113
Blacklist
113
Gim t l email hng
114
Nhng t cn tr{nh trong email
115
Khi chnh kh{ch h|ng ca bn coi bn l| spammer
117
Ngh nh 90
118
Can-Spam
120
Nhng ISP ln & c{ch h qun l th r{c
121
Ph lc A. Th thut Email Marketing
123
9 li khuyn quan trng cho ngi l|m Email Marketing
123
Hng dn chuyn t nh dng Excel sang CSV
125
Trng hp File excel khng s dng ting Vit
125
Trng hp File excel c s dng ting Vit
126
10
Nhng mo nh c mt form ng k hiu qu
131
Ph lc B. Danh mc thut ng
133
Ph lc C. T|i nguyn hu ch
141
V nhm t{c gi
143
11
Bn bao gi nhn c mt bn tin, mt tin khuyn mi c

bit, hay li mi tham d mt s kin qua email cha? Nu bn
thy th bn c tri nghim c bn v email marketing ri y.
Di }y l| nh ngha ca Google v email marketing:
Email marketing l| mt hnh thc marketing trc tip trong s
dng th in t nh mt phng tin giao tip vi kh{ch h|ng.
Email marketing = Marketing qua email, n gin qu{ phi khng.
Trn thc t, email marketing bao gm nhiu dng thc:
Qung c{o ti c{c kh{ch h|ng di dng email gii thiu

thng tin sn phm dch v, bn tin khuyn mi gim gi{
Gi bn tin (newsletter) cp nht thng tin dch v, th

trng, tin tc ti c{c kh{ch h|ng ng k nhn tin
Chm sc c{c kh{ch h|ng hin ti bng c{ch gi c{c hng

dn s dng (manual), thng tin hu ch, ebook, video,<
Gi thip in t (e-card) cho kh{ch h|ng hin ti v|o c{c

dp c bit nh sinh nht tng cng mi quan h v|
tng lng kh{ch h|ng trung th|nh
Gi email mi tham gia v|o c{c s kin trc tuyn trn

website
vv<
12
Hy th tng tng, bn c mt danh s{ch 5.000 kh{ch h|ng vi

y thng tin: h tn, gii tnh, s in thoi, email, a ch lin
h,<
Bn s l|m g chm sc h hay thng b{o vi h v mt sn
phm mi: gi 5.000 cuc in thoi? gi 5.000 bc th tay ti tng
ngi?
2.000 ng cho mi cuc in thoi 2 pht
bn s mt 10 triu ng v 170 gi
800 ng cho mt tem th
bn s mt 4 triu ng v c tun lao ng
Chi ph cng nh thi gian lm nhng vic r rng l
khng kh thi
May mn thay, Internet cung cp cho bn mt phng thc k
diu, bn ch mt v|i gi vi chi ph v|i trm nghn.
l| email marketing. Bn son mt mu email, s dng mt phn
mm email marketing gi i v| ch i nhng phn hi.
Qua , d d|ng thy c nhng u im vt tri ca email
marketing: chi ph thp, thi gian thc hin nhanh chng, cho phn hi
ngay lp tc
Mt tp o|n to|n cu nh HP chng hn, l|m th n|o h ch
ng tip cn v| chm sc c h|ng chc nghn kh{ch h|ng ca
mnh trn khp th gii?
13
Bn mua mt chic laptop HP Pavillion, bn ng k thng

tin email ca mnh trn website ca HP. Mi khi c thng tin
mi lin quan n chic laptop ca bn: c driver phin bn
mi, phn mm tin ch mi, th thut s dng, chng
trnh khuyn mi< HP s gi email thng b{o cho bn. Bn
thch th vi c{c thng tin v| trung th|nh vi thng
hiu HP hn.
V}ng. l| email marketing, l| phng thc marketing trc
tip hiu qu nht bn chm sc mt lng ln khch hng.
Khi bn gi tr|n lan nhng email qung

c{o, tip th c gi n bt c ai, bt c i
tng n|o, tc l| bn ang gi th r{c Spam
(hay cn gi l| junk mail, bulk mail). Nhng
ngi gi th r{c thng c c danh s{ch
email thng qua thu thp trn mng, qut t c{c
website, mua li nn cht lng danh s{ch email rt thp, khng
em li kt qu. Gi i nhng email spam nh vy s hy hoi
danh ting v| thng hiu ca cng ty.
iu kh{c bit duy nht v| ln nht gia Spam v| Email
marketing l| s ng ca ngi nhn email d|nh cho ngi gi. Rt
nhiu ngi vn nhm ln rng email marketing chnh l| spam.
H|ng ng|y, h|ng trm nghn cng ty, t chc trn th gii vn thc
hin hot ng email marketing y hiu qu bi h s hu nhng
danh s{ch email nhn c s ng ca ngi nhn.
14
Cn bn.
Bn mun tr thnh
email marketer hay spammer?
15
Mi chin dch email marketing u bao gm c{c bc c bn sau:
Xy dng
danh sch email
Thit k
email
Gi v nh gi
Kt qu
thc hin chin dch email marketing, bn cn c danh

sch cc a ch email. Bn lu rng danh s{ch n|y khng ch bao
gm c{c a ch email m| c th cn km theo thng tin chi tit v
ngi nhn nh: h tn, gii tnh, cng ty, tui.
V d: Nguyn Nh Anh anhnn@company.com
N | Company JSC | 36 tui
C|ng c nhiu thng tin km theo, danh s{ch a ch ca bn
c|ng gi{ tr bi chng cho php bn ph}n nhm c{c kh{ch h|ng
ca mnh (theo tui, khu vc a l, ngh nghip<) v| c{ nh}n
ha ni dung email.
X}y dng danh s{ch email i hi mt nhiu thi gian v|
cng sc. Danh s{ch email tt gip bn hn ch lng email hng,
thu c t l ngi c email cao v| t c mc tiu ca chin
dch.
16
Mt mu email tt l| yu t quyt nh s th|nh cng cho

chin dch. Thng thng, bn s thit k mu email trn mt trnh
son tho HTML nh DreamWeaver, FrontPage,< hoc cc chng
trnh x l nh nh Photoshop. Bn cng c th s dng b son tho
email sn c trong c{c phn mm email marketing.
iu quan trng khi son tho ni dung email ca bn l| xc
nh r rng mc tiu ca chin dch. Email ca bn phi hng
ngi nhn ti mt h|nh ng (action) c th: click v|o ng link
xem b|i vit chi tit trn website, click v|o mt form ng k,
xem mt video clip,<
Nu bn cn gi i 1 lng ln email, bn khng th s

dng c{c hm th min ph nh Gmail, Yahoo v h ch php bn
gi ti a v|i trm email mi ng|y. Hn na, nu gi i nh vy,
bn khng th bit c nhng ai m email ra c, nhng ai
click v|o ng link ca bn. Tc l| bn khng th {nh gi{ c
hiu qu chin dch ca mnh.
Bn cn s dng c{c phn mm hoc dch v email
marketing chuyn nghip nh Vang Xa Email Marketing. C{c dch
v email marketing n|y cho php bn gi i email vi lng ln,
ng thi phn mm ca h c tnh nng thng k, cho php bn
{nh gi{ kt qu chin dch thng qua c{c s liu: lng ngi m
email, lng email hng, lng ngi click, lng dng nhn
tin,<
17
Email marketing s khng th th|nh cng nu bn khng

x{c nh r ti sao bn tin h|nh chin dch email, thng ip bn
mun a ti ngi c l g, v| bng c{ch n|o ngi c khng
nhng hiu c thng ip ca bn m| cn sn s|ng h|nh ng.
Bn c th thit k ra h|ng nghn email, c h|ng trm nghn
c{ch s{ng to hnh nh v| ni dung cho email ca bn, nhng tt c
hu nh ch gi gn trong 5 loi thng ip email chnh, gm:
Nhn bit
Cn nhc
Hnh ng
S dng sn phm
Trung thnh
Nhng loi email trn i din cho nhng giai on kh{c
nhau ca chin dch email tng th. Mc d c{c giai on n|y
18
thng t{ch bit, nhng chng cng c th c lng ghp v|o

nhau.
Mi loi email ng mt vai tr nht nh trong vic gip
cng ty bn a thng hiu hoc nhng thng ip marketing ti
c{c kh{ch h|ng. 5 loi email, mi loi li kch thch mt h|nh ng
c th. Bn ch c th chn ng loi email bn nn gi ti kh{ch
h|ng khi bn x{c nh c ti sao bn li gi cho kh{ch h|ng
email .
gip bn hiu c iu n|y r hn chng ta s xem xt v d
v 5 kiu email n|y thng qua c{c bn tin ca Apple mt cng ty
thc hin hot ng email marketing rt tt.
19
giai on n|y, mc tiu ca bn cha phi l bn c hng m| ch

cn c gng to ra s nhn bit cho thng hiu, sn phm ca bn
trong t}m tr ca kh{ch h|ng. Bn hy xem email di }y:
Khi Apple chun b ra mt iPhone, h gi i c{c email

to ra s nhn bit sn phm. Lc n|y, iPhone cha c
bn. V th, mc tiu ca email n gin l| l|m kh{ch h|ng
quan t}m ti chic in thoi, h c th thch th v| ch n
nhng email thng tin tip theo v n. C{c email sau c th
s tip tc l|m tng s nhn bit hoc thay i mc ch
chuyn sang c{c giai on tip theo.
20
Email loi n|y khng cn a ra nhiu thng tin. Thit k

email cng n gin cng tt, ch yu tp trung v|o hnh nh, m|u
sc, tnh cht c bn nht, c{c yu t gip nhn bit thng hiu
hoc sn phm ca bn.
Mc ch ca email khng hng ngi nhn ti vic mua
h|ng, m| l| nhng to s ch v thng tin online (mt website,
ch n email tip theo,<) hoc offline (mt bui gii thiu ra mt
sn phm). Vi email nhn bit, bn c th ln k hoch v| thc
hin email marketing ngay t khi sn phm ca bn cha tung ra th
trng, l| mt c{ch i trc c{c i th cnh tranh ca bn.
21
Mt khi bn g}y c s ch vi kh{ch h|ng, bn c th

chuyn sang giai on tip theo, hng ngi nhn ti vic cn
nhc v sn phm, thng hiu ca bn. Bn hy xem email gii
thiu v iMac di }y:
Ngi nhn
c th xem
video gii
thiu chi tit
c{c tnh nng
ca iMac
c}n nhc<
<hoc trc
tip dng th
min ph sn
phm ti c{c
ca h|ng ca
Apple
22
Apple hng kh{ch h|ng n vic nhn bit v| c}n nhc

mua iMac bng c 2 c{ch online (video trnh din sn phm)
v| offline (cho php dng th min ph ti ca h|ng). iu
khng ch gip kh{ch h|ng c y thng tin c}n
nhc, m| cn to cho h s tin tng v| cm gi{c c chm
sc tt nht.
Bn thy y, email c}n nhc bao gm nhiu yu t
hng ngi c ti hnh ng mua hoc dng th sn phm ca bn
nh : nhng li ch c th ca sn phm, l do la chn sn
phm, c{ch thc c thm thng tin, i khi l| c so s{nh sn
phm ca bn vi c{c sn phm cnh tranh...
23
}y l| mu email marketing ph bin nht, vi thng ip

mi gi ngi nhn thc hin mt h|nh ng: Mua ngay,ng
k ngay,<
Bn hy lu nhng email kiu n|y ch em li hiu qu
khi ngi c c kh nng mua v| mong mun mua sn phm ca
bn, tc l| h sn sng cho vic mua h|ng.
Hy xem xt mu email qung c{o cho iPod Touch v|o dp
gi{ng sinh:
24
Apple gi email n|y n nhng kh{ch h|ng tng mua sn

phm ca Apple, h l| nhng ngi c kh nng chi tr cho
sn phm v| tri nghim nhng iu th v t Apple. Li
mi gi a ra l| hy mua iPod lm qu tng Valentine, km
theo thng ip Love at first touch v| thit k n tng,
khin ngay c nhng ngi mua iPod Touch cng mun
mua tip l|m qu| tng.
Nu bn c gng gi i c{c email h|nh ng cho nhng
kh{ch h|ng cha sn s|ng, bn khng thu c kt qu tt, nghim
trng hn, bn cn nguy c khng th giao tip vi h trong tng
lai. Nhng nh| tip th nn nng c khi b qua cc email nhn bit v
cn nhc, h ngay lp tc gi i c{c email h|nh ng ti mt ph}n
nhm kh{ch h|ng rt rng hoc kt hp lun c 3 giai on trong
mt email. Kt qu l| h thu c ROI rt thp, chin dch tht bi.
Bn hy tr{nh sai lm n|y.
25
Marketing khng dng li vic bn c hng. Mt s nh|

tip th bng lng vi doanh s v| ROI cao, khi b{n c h|ng,
h khng thc hin email marketing tip hoc chuyn tr{ch nhim
n|y sang b phn kh{c. }y l| mt sai lm thng gp.
Hy xem xt mu email di }y:
26
Email n|y nhm hng dn nhng ngi mua m{y Mac

s dng phn mm qun l v| chnh sa nh iPhoto, n
cung cp c bi vit v video hng dn chi tit. Apple gi i
email v|o k ngh gi{ng sinh, thi im m| c{c kh{ch h|ng
ca h c nhiu nhu cu chia s nh sau nhng chuyn i,
s kin, bui tic.
Loi email n|y gn lin vi qu{ trnh s dng sn phm ca
khch hng, bn ch c th gi n cho nhng ngi mua h|ng
ca bn. }y l| mt tip cn mt c{ch thng minh v| to nn hiu
qu m| bn kh c th tng tng ni nhng li thng b sao
lng.
Nhng email s dng sn phm gip kh{ch h|ng ca bn
tng thm tri nghim v sn phm, bit thm nhng tnh nng
mi, h thy h|i lng hn v sn phm mnh mua. i khi, n
gip kh{ch h|ng gim bt lo lng khi bit rng vn mnh lo ngi
c th c x l n gin hoc khng {ng lo. V| cui cng, hn
ht l| to ra s trung th|nh i vi sn phm ca bn.
C rt nhiu tng gn vi sn phm m| kh{ch h|ng ca bn
mua:
Hng dn, kinh nghim s dng sn phm
Gi s dng nhng sn phm lin quan hoc b tr cho

sn phm
Nhn xt ca c{c kh{ch h|ng kh{c v sn phm
Khuyn khch kh{ch h|ng chia s suy ngh ca mnh v sn

phm
Survey kho s{t s h|i lng ca kh{ch h|ng
27
Bn hy c}n nhc k 3 yu t: i tng ng, ni dung ng, thi

im ng.
Bn gi email gii thiu mt phn mm hay cho tt c
nhng kh{ch h|ng mua in thoi ca h|ng bn. Nhiu
ngi c|i phn mm, thy thch th vi n v| vi ca h|ng
bn. Mt s kh{c khng c|i c phn mm v n khng h
tr loi in thoi h ang dng, h s khng quan t}m,
thm ch l| thy kh chu vi email ca bn. Nh vy bn
gi sai i tng.
Bn l|m mt showroom t. Bn gi cho kh{ch h|ng
nhng kinh nghim l{i xe v| x l s c khi tri ma. Nu
ng v|o nhng ng|y ma nhiu ng ngp, h tr}n trng
thng tin ca bn, cn chia s vi nhng ngi xung quanh
v n v| v bn. Nu bn gi v|o nhng ng|y thi tit p,
thng ip ca bn s b lng qun.
Hy t mnh vo v tr ca mt ngi ang s dng sn phm, suy
ngh xem kh{ch h|ng cn g, c th gp vn g v|o lc ny, v|o
sau ny; v| a cho h nhng ni dung h thc s mun.
28
Tng t vi vic s email s dng sn phm, nhng email

trung th|nh ch c gi i sau khi bn bn hng hoc thc hin
mt giao dch vi kh{ch h|ng. S kh{c bit nm ch nhng email
s dng sn phm hng kh{ch h|ng ti vic s dng sn phm
hoc dch v m| h va mua, cn email trung th|nh i xa hn,
chng khin kh{ch h|ng lun gi hnh nh sn phm hoc dch v ca
bn trong tm tr ca kh{ch h|ng.
Hy xem mu email sau:
29
Apple mi nhng ngi mua sn phm ca Apple a

con c{i, tr em ti c{c ca h|ng ca Apple tham d hot
ng ngoi kha nhm: hng dn tr to movie, ghi }m,
website v| chia s vi bn b.
Bn thy y, email trung th|nh to ra t{c dng l}u d|i.
Chng gi cho mi ngi hng th vi sn phm hoc dch v ca
bn trong thi gian d|i v| duy tr mi quan h vi kh{ch h|ng, t{c
ng n nhng hnh vi mua sm trong tng lai ca h.
Kiu email trung th|nh thng gp nht l| c{c bn tin
newsletter. Ni dung ca khng hng n vic b{n h|ng m| l|
tp trung v|o vic x}y dng mi quan h vi kh{ch h|ng v| cng
c ngh rng h c mt la chn tt trong vic mua sn phm
hoc dch v.
30
Trc khi chuyn sang cc ch tip theo,

chng ta cng tm lc li 5 loi email
Nhn bit
n gin, t thng tin, a ra nhng yu t c bn

gip nhn bit sn phm, thng hiu. Khng
nhm mc ch b{n h|ng. Bn c th gi i email
loi n|y ngay t khi sn phm cha c b{n ra.
Cn nhc
a ra nhiu thng tin ngi c c}n nhc vic

mua h|ng hoc dng th sn phm. Bn c th
a ra nhiu c{ch thc ngi nhn thu c
thng tin theo c{ch h mun.
Hnh ng
Mi gi mua h|ng. Email loi n|y khng cn a

ra nhiu thng tin nh email c}n nhc. iu quan
trng l| bn cn tr{nh gi ti nhng ngi nhn
cha sn s|ng cho vic mua h|ng.
S dng
Gi cho nhng ngi mua h|ng hng dn

s dng sn phm, tm hiu s h|i lng ca h,
gi v sn phm lin quan,< N gip kh{ch
h|ng ca bn tha mn, cung c mi quan h vi
kh{ch h|ng.
sn phm
Trung thnh
Gi hnh nh ca sn phm, thng hiu trong

t}m tr kh{ch h|ng. X}y dng mi quan h l}u d|i
vi kh{ch h|ng t{c ng n nhng h|nh vi
mua sm trong tng li. Kiu thng gp l|
newsletter.
iu cui cng bn cn ghi nh trong phn n|y l| ng bt

u chin dch email bng vic c gng thit k c{c email bt mt.
Hy bt u bng vic chn mt loi email ph hp v| x{c nh r
bn s hng ngi c vo ci g.
31
Lp k hoch trc khi trin khai l| c{ch tt nht chin

dch email marketing ca bn hot ng tch cc v| em li hiu
qu. S sau }y s gip bn to dng mt k hoch trin khai
email marketing n gin cho mnh.
Phn nhm Khch hng
Xy dng danh sch khch hng

- To form ng k trn website
- Danh sch khch hng hin ti
- Thu thp a ch
- Phn theo tiu ch no

- Kt hp cc tiu ch
2
i tng
Khch hng
- Loi email
- Ni dung email
- Tiu
- Tn ngi gi
- Tn sut gi
nh dng
d liu
Cc danh
sch email
Phn mm
email
marketing
Thit k
- Mu email
- C nhn ha
- T phn hi
- T hnh ng
Gi
La
chn
Phn
mm
- Thi im gi
- Gi n danh sch no
iu chnh
Thng k
- Ni dung c hp dn khng
- Phn nhm ng i tng khng
- Mu email no tt nht
- Tn sut hp l cha
32
- T l m, click
- T l email hng, dng nhn tin
- T l phn hi
- ROI (return on investment)
Danh s{ch c{c a ch email chnh l| t|i sn qu gi{ nht

trong email marketing. Bn phi b cng sc v| thi gian x}y
dng mi c c mt danh s{ch tt.
Mt s ngi cho rng c th d d|ng c c danh s{ch
email nh mua li hoc tm n mt nh| cung cp dch v. Hy
xem thc t nh th n|o.
Bn c th bt gp h|ng nghn tin rao b{n a ch email trn mng

kiu nh th n|y:
Rt nhiu li ch hp dn c a ra m| gi{ li ch v|i trm nghn

ti v|i triu ng:
10 triu, 20 triu a ch email Vit Nam

ch vi 1.500.000
email c ph}n loi chi tit
tt c u l| email cn hot ng
tng km phn mm gi email m bo

99% inbox
33
Nu mua nhng danh s{ch n|y bn s thy chng ho|n to|n gi

di, bn s mt tin v| thi gian m| khng thu c g. V sao vy.
C h|ng lot l do:
1. Cht lng ca chng rt km.
Gi email n nhng danh s{ch email i mua nh vy bn
s khng thu c hiu qu. Nhng con s 10 triu 20
triu c th rt n tng, nhng thc t trong a s l cc
a ch email cht hoc ngi dng email khng cn s dng
na v b spam qu{ nhiu.
Bn hy nh, cht lng quan trng hn s lng. Hu ht
c{c chin dch gi ti c{c danh s{ch n|y bn ch thu c t
l ngi m cha n 2%.
C khi chng cn khin a ch email hoc tn min ca bn
b ri vo blacklist, lc mi vic s rt ti t.
Thm v|o , nhng danh s{ch n|y thng c c do s
dng c{c phn mm t ng qut (scan) t c{c website. Do
, chng khng h c phn loi, khng hng i tng,
Chin dch bn s khng th nhm ng v|o kh{ch h|ng
mc tiu.
2. Gi tr ca danh sch email
Nu qu thc c danh s{ch email nh vy, ti sn s|ng mua
vi gi{ h|ng trm triu. Ti c th thu c h|ng t ng
nh cung cp dch v qung c{o cho c{c cng ty, c{c agency,
34
ch khng bao gi em rao b{n r mt. Hy suy ngh, khng

th c ci gi qu r nh vy.
3. Phn mm cho t l vo Inbox 99% l la o
Bt k mt chuyn gia email marketing n|o cng bit rng,
email phi c gi i t mt m{y ch. C{c phn mm n|y
phi c cu hnh kt ni vi m{y ch th mi gi email
i c. Chng thng s dng c{c m{y ch cng cng
gi th. L|m nh vy, email ca bn s nhanh chng ri vo
th mc Spam, thm ch a ch email ca chnh bn s ri vo
blacklist ca Gmail, Yahoo,<
Vic email ri v|o th mc Inbox hay Spam trong hm th
ca ngi nhn ph thuc v|o nhiu yu t nh:
m{y ch gi email i (tn min, a ch IP,

cu hnh)
a ch gi email
tiu & ni dung email (c cha nhiu t

kha lin quan n spam khng, c cha link
c hi khng, t l nh v| ch,<)
tn sut gi email
mi webmail li c mt b lc th r{c ring
Do , ngay c nhng nh| cung cp dch v email ln nht

th gii cng khng bao gi d{m m bo t l v|o Inbox l|
99% m| ch c th m bo t l gi email th|nh cng (tnh
c v|o Inbox v| Spam).
35
Ng|y nay, vic ng k mt hm th c{ nh}n l| ho|n to|n

min ph. V th nhiu ngi nhm tng gi email i cng l
min ph. Thc t, nu bn mun gi email vi lng ln,
bn s phi dng n mt nh| cung cp dch v trc tuyn
hoc t thu m{y ch thit t. Bn s hiu r hn v vn
n|y trong phn tip theo - Gi v| theo di kt qu.
4. Mua bn danh sch email l phm php
Ti Vit Nam, ngh nh 90 quy nh r vic mua hoc
b{n danh s{ch a ch email khng c php ca ngi
nhn l| phm ph{p, s b x pht h|nh chnh rt nng.
Cn nh cung cp dch v email marketing, h c th cho bn
danh s{ch email khng? CHC CHN L KHNG. Nhng nh|
cung cp phn mm trc tuyn nh Vang Xa Email Marketing
cung cp cho bn phn mm v| m{y ch gi email i, danh s{ch
email phi l| ca bn. Cn c{c nh| cung cp dch v qung c{o, h
cng khng th a danh s{ch email cho bn v nh vy l| vi
phm tha thun vi nhng ngi ng nhn qung c{o.
Bn cng c th bt gp nhiu website chia s c{c a ch
email, bn ch vic download v. Nhng chng cng khng kh{c g
c{c danh s{ch c rao b{n trn mng, khng em li hiu qu.
Hy bt u t x}y dng c s d liu kh{ch h|ng ca bn.
Hy kin tr v vic i hi thi gian v| cng sc.
36
}y l| phng ph{p ph bin v| n gin nht, bn to mt

form ngi truy cp v|o website ca bn ng k nhn tin. a
ch email v| c{c thng tin v h s c lu li, v| h s nhn c
c{c bn tin email ca bn.
Form ng k nhn tin ca www.bmg.edu.vn
Form ng k nn t v tr d quan s{t, ngay ti trang ch
Form n gin nht ch yu cu ngi dng nhp v|o a

ch email hoc nhp thm c h tn.
Yu cu ngi dng nhp nhiu thng tin s l|m h kh
chu, c t ngi ng k hn. Nhng ngc li, danh s{ch
ca email bn s c ph}n loi chi tit hn. Bn cn c}n
nhc gia 2 vn n|y.
37
ng qu{ ch trng v|o qung c{o. Hy gi cho nhng

ngi ng k nhng thng tin tht hu ch: bn tin th
trng, sn phm tnh nng mi, tin khuyn mi, hng dn
s dng,< H s nh ti bn, thm ch s gii thiu li cho
nhng ngi kh{c.
Tham kho thm cc gi chi tit trong phn Nhng mo nh
c mt form ng k hiu qu.
Liu khi ngi nhn ng k nhn tin trn website ca bn,

h c ngay lp tc c thm v|o danh s{ch nhn tin khng.
C}u tr li vi nhiu website {ng tic l| KHNG. Bi c{c
website n|y ch lu li a ch email ca kh{ch h|ng, sau nh
k, nh}n vin ph tr{ch s copy c{c a ch email c lu li
n|y v| a v|o phn mm email marketing. C nhng kh{ch h|ng
trc khi n vi chng ti c ti hn 30.000 ngi ng k nhn
tin, nhng vn dng c{ch th cng . Vy l| c h|ng lot vn :
1. kh{ch h|ng va ng k nhn tin khng th nhn c
ngay email mi nht, h phi ch i mt thi gian.
2. sai st c th xy ra trong qu{ trnh copy, nh}n vin ca
bn b st a ch ca kh{ch h|ng. Kh{ch h|ng s ngh g khi
ng k nhn tin m| vn khng thy email n|o?
3. to ra k h l thng tin kh{ch h|ng ca bn trong qu{
trnh copy .
38
Cui cng, bn ho|n to|n khng cn th cng nh vy, v

c{c phn mm email marketing u cho php bn thc hin iu
n|y theo mt c{ch n gin v| t ng.
Tnh nng n|y hot ng nh sau, phn mm email
marketing s to ra mt on m HTML bn a v|o website
ca bn. Khi c ngi ng k nhn tin trn website ca bn, a
ch email s t ng c thm v|o phn mm email marketing.
DONE! Bn s khng bao gi phi thao t{c copy th cng na.
Phn mm Email
Marketing
To form HTML
Website ca bn
1. chn v|o
Form ng k nhn tin
3. a ch email c t
thm v|o phn mm
2. in v|o form
Ngi
ng k
Bn ho|n to|n c th la chn nhng trng n|o s c

a v|o form cng nh thit k hnh thc ca form cho ph hp
vi website ca bn. Trn c{c phn mm kh{c nhau, tnh nng n|y
c th c gi l|: To Form ng k nhn tin/Mu ng k nhn
tin/Tch hp/Tch hp nhn tin<
39
C{c kh{ch h|ng hin ti ca bn chnh l| ngun d liu qu

nh v|ng.
Nu bn l| mt trng phng kinh doanh, hy yu cu c{c
nh}n vin ca mnh lun lu li a ch email v| thng tin ca tt c
nhng khch hng v c nhng ngi quan tm n sn phm dch v
ca cng ty mnh nhng khng mua h|ng.
ng st mt a ch n|o, hy tm li chng trong:
Hm th ca bn: chc hn bn tng lin h, l|m vic vi

rt nhiu ngi
Contact trong Outlook ca bn
Danh thip ca c{c kh{ch h|ng, i t{c
D liu trn website ca bn: ngo|i nhng ngi dng

(user) trn website, a ch email ca kh{ch h|ng cn c th
nm trong c{c bnh lun, lin h,<
Nu website ca bn c giao dch trc tuyn, hy tng hp

c{c n t h|ng, ha n ly thng tin, bn cn c th
lu li s thch ca tng kh{ch h|ng.
Mng x hi: hy tng hp a ch email ca nhng Friend

hoc nhng ngi Like trang Facebook, Twitter,< ca
bn
C{c vn bn in nh hp ng, th tn, b{o c{o <
40
T chc mt chng trnh khuyn mi trc tuyn l| mt

c{ch rt hay tng lng email trong danh s{ch ca bn. Nhng
ngi tham gia v|o t khuyn mi khi ng k s cung cp a
ch email ca mnh.
Nu bn kinh doanh h|ng in t, cng ngh thng tin bn
c th t chc mt chng trnh khuyn mi tng sn phm cho
nhng ngi may mn trng thng nh USB 8G chng hn. Nu
bn cung cp dch v trc tuyn hoc dch v |o to, bn c th
l|m chng trnh khuyn mi gim 50% gi{ dch v hoc hc ph.
Bn cng c th kt hp khuyn mi vi ng k nhn tin
khuyn khch kh{ch h|ng ng k.
Kt hp kho lo email marketing vi c{c knh marketing
kh{c trong chng trnh khuyn mi s em n cho bn hiu qu
khng ng.
C{c s kin thu ht nhiu ngi tham gia l| c hi bn b sung

thm c{c a ch email v|o danh s{ch ca mnh. Vi c{c s kin
trc tuyn, bn s nhanh chng tng hp c d liu ngi dng.
Cn vi c{c s kin ngoi tuyn nh hi ngh, cuc thi, trin lm<
bn nn c mt nh}n vin chuyn hi v| tng hp thng tin v
nhng ngi tham d.
41
Nh cp trong phn Email Marketing kh{c vi Spam

nh th n|o, s kh{c bit nm ch email marketing cn c s
ng nhn tin ca ngi nhn. iu c ngha l| bn phi a
ra mt phng thc ngi nhn x{c nhn vic ng k nhn tin
t bn.
Xc nhn n (Single Opt-in) ngha l| mt ngi a

a ch email ca h cho bn v| cho bn quyn gi cho h
bn tin, ch|o h|ng,< V d nh khi c mt ngi in tn
v| a ch email ca h v|o form ng k nhn tin ca bn,
ngay lp tc h s c thm v|o danh s{ch ca bn. X{c
nhn n l| c{ch mi ngi l|m email marketing thng
dng cho ti c{ch }y v|i nm.
Xc nhn c thng bo (Notified Opt-in) tin xa hn mt

bc khi c ngi nhp tn v| a ch email ca h v|o
website ca bn, bn gi cho h mt email thng b{o, ni
rng h c thm v|o danh s{ch ca bn v| a cho
h ty chn dng nhn tin nu h khng thc s mun
nhn email t bn.
Xc nhn kp (Double Opt-in, Confirmed Opt-in) li cn

thm mt bc na. Qu{ trnh n|y gm ba bc:
1. Mt ngi kh{ch truy cp v|o website ca bn v|
nhp tn, a ch email ca h ng k v|o danh s{ch
ca bn.
42
2. Bn gi cho ngi kh{ch mt email hi h x{c nhn

ng k nhn tin bng c{ch click v|o mt ng link
trong email, hoc reply li email n|y.
3. Ch khi h click v|o ng link hoc reply li email
, h mi c thm v|o danh s{ch ca bn.
Mt danh s{ch m| to|n b c{c a ch email trong c
x{c nhn bng mt trong 3 c{ch trn gi l| danh sch Opt-in.
Hu ht nhng ngi ch s hu c{c bn tin u a thch
x{c nhn n, v n ti a ha s ngi nhn tin trong mt danh
s{ch, mc d c th c nhiu a ch email km.
Tr{i li, nhng ngi l|m email marketing dng x{c nhn
kp thng thu c t l email hng v| t l dng nhn tin thp,
v| t l open trung bnh gp hai ln, mc d h c danh s{ch nh
hn nhiu.
Nguyn nh}n chnh m| mt s website chuyn t x{c nhn

n sang dng x{c nhn c thng b{o hoc x{c nhn kp l| h
mun gim thiu kh nng c nhng ng k khng hp php.
V d, mt ngi c th mun ng k cho bn b nhn mt
bn tin m| h thy th v. Nhng vic ng k n|y li tr{i vi
mong mun ca ngi bn . iu n|y chc chn s dn n
nhng li buc ti ph{t t{n th r{c chng li website ang gi bn
tin.
43
tr{nh vn n|y, mt s trang web chuyn sang s

dng h thng xc nhn kp, theo ngi nhn s phi click v|o
mt ng link trong email x{c nhn rng h thc s mun
ng k nhn tin, h s khng nhn c bn tin n|o cho ti khi h
x{c nhn chc chn mong mun ca mnh.
Tht khng may, c mt s vn vi c{c h thng .
Trc ht, t l ngi ng k nhn tin ca bn s b gim i t
20% n 40%. iu n|y ch yu l| do mi ngi c th qun nhn
v|o lin kt x{c nhn trong email ca bn hoc qun reply n.
Hy th tng tng: Nu mt ai ng k v|o danh s{ch
ca bn v| nhn c mt email vi ch : "Xin vui lng x{c nhn
ng k ca bn", h c th thc hin mt trong bn iu:
1. c email, hy l|m theo c{c hng dn, v| tham gia
danh s{ch ca bn.
2. c email v| quyt nh h khng mun tham gia danh
s{ch ca bn (khng ng k nhn tin).
3. c email v| khng hiu c{c hng dn v vic l|m th
n|o tham gia v|o danh s{ch ca bn.
4. Thy rng h nhn c mt email t bn v| khng
m n v h cho rng h ng k ri.
Bn c th thy l do ti sao x{c nhn kp li khin t l
ngi ng k b thp hn {ng k. khng phi v mi ngi
khng thng minh l|m theo hng dn ca bn, m| l| v mi
ngi ang bn rn v| khng c thi gian ch n mi iu nh
b trong hm th inbox ca h.
44
Nhng c mt s li ch r r|ng trong kiu x{c nhn kp.

bt u, bn c th tit kim cho mnh rt nhiu thi gian bi khng
phi i ph vi nhng co buc th rc. Vi mt h thng x{c nhn
kp, bn s phi ghi nhn li thi im mi ngi x{c nhn vic
ng k nhn tin t bn. l| bng chng y bn cn
chng minh s trong sch nu bn b buc ti ph{t t{n th r{c.
Bn cng s tr{nh c nhng vic ln xn khi phi i ph
vi c{c "cuc tn cng th r{c" t c{c i th cnh tranh ca bn.
iu n|y khng xy ra thng xuyn, nhng khi c, n c th l|
mt thm ha thc s.
Mt "cuc tn cng th r{c" hot ng nh sau: i th cnh
tranh A thy rng bn ang s dng mt h thng x{c nhn
n, quyt nh ng k h|ng trm - hoc h|ng nghn a
ch email ca nhng ngi khng lin quan v|o danh s{ch
ca bn. Ngay sau khi bn gi bn tin tip theo, bn nhn
c h|ng trm ph|n n|n th r{c v| thy mnh b ISP a
v|o blacklist.
Mt h thng x{c nhn c thng b{o nm gia hai kiu trn.
N c kh nng nht nh trong vic tr{nh c{c cuc tn cng th
r{c t c{c i th cnh tranh, bi v tt c c{c a ch h ng k
s c c hi nhp v|o lin kt dng nhn tin trong email thng b{o
ca bn trc khi h nhn c mt bn tin. Nhng mt s ngi
khng kim tra email ca h h|ng ng|y, v| c th b l email thng
b{o ca bn.
Mt danh s{ch x{c nhn kp c xem l| c gi{ tr nht i
vi c{c nh| qung c{o. Nu bn c k hoch b{n qung c{o trong
45
bn tin ca bn th bn c th tnh ph qung c{o cao hn vi mt

danh s{ch x{c nhn kp. Tuy nhin, nu bn gi c danh s{ch
ca bn sch s, bn c th l|m tt vi x{c nhn n hoc x{c nhn
c thng b{o.
Xc nhn n
u im
Nhc
im
Xc nhn c
thng bo
Kh{ch h|ng d
d|ng ng k
Danh s{ch
email tng
nhanh hn 30%
Kh nng b
ph|n n|n l|
spam mc
cao
C th b i
th chi xu
Xc nhn kp
Kh{ch h|ng
d d|ng ng
k
Kh nng b
ph|n n|n l|
spam t hn
Kh nng
b ph|n n|n
l| spam t
hn
Tng gi{ tr
qung c{o
Danh s{ch
email tng
chm hn
Mt i
nhng
ngi nhn
tin nu h
khng x{c
nhn li:
20-40%
Kh nng b
ph|n n|n l|
spam mc
trung bnh
La chn kiu x{c nhn n|o ty thuc v|o s c}n nhc ca

bn. Xu th hin nay l| chuyn sang dng x{c nhn kp, v| c{c nh|
cung cp dch email marketing cng khuyn khch bn dng
phng thc x{c nhn n|y. Tuy nhin, vn c rt nhiu cng ty s
dng hai phng thc cn li, ngay c nhng cng ty ln nh
Apple, v h mun rng kh{ch h|ng d d|ng ng k nhn tin.
46
Nu bn ang s dng phng ph{p xc nhn n, bn cn

a ra mt c{ch mi ngi d d|ng dng nhn tin t danh s{ch
ca bn trong mi email bn gi i. khng ch l| tn trng
ngi nhn, m| cn l| yu cu ca ph{p lut.
Nu bn ang s dng phng php xc nhn c thng bo
cho danh s{ch ca bn, c mt v|i iu bn cn l|m gim thiu
nguy c b c{o buc l| gi th r{c:
1. To mu email thng b{o tht n gin v| d hiu
ngi nhn bit chnh x{c nhng g h ng k
2. Hy chc chn rng trong tt c c{c email bn gi i u
cung cp mt c{ch ngi nhn d d|ng dng nhn
tin.
Di }y l| mt v d v mt email thng b{o tt:
Subject: Long, Ch|o mng bn n vi Bn tin ca WebSite.com'
Cho Long,
Cm n bn ng k nhn bn tin hng tun ca
WebSite.com. Mi tun, bn s nhn c mt email t ti,
trong ti s tho lun v mt s ch nng nht trong
lnh vc ca chng ti v a ra mt s li khuyn tuyt vi
v cch s dng sn phm ca chng ti.
xem li cc bn tin trc y ca chng ti, hy truy cp
www.mysite.com/backissues
Nu bn mun ngng dng nhn bn tin ny, xin vui lng
bm vo y: http://www.website.com/remove, a ch
47
email ca bn s c loi b khi danh sch ca chng ti

ngay lp tc.
Cm n ng k, chc bn c nhng tri nghim th v
cng bn tin ca chng ti!
P.S. Khi l mt ngi ng k mi, bn c hng gim
gi 15% khi mua bt k mt sn phm no. n gin ch cn
truy cp vo http://www.website.com tm hiu thm!
Bn c th thy thng b{o tht n gin, n c cung cp
mt c{ch ngi nhn d d|ng dng nhn tin. Bn cng s nhn
thy rng n a ra mt khuyn mi d|nh ring cho nhng ngi
mua h|ng ln u.
Nu bn ang nh s dng kiu xc nhn kp, th{ch thc
ln nht vi bn l| khin cho ngi nhn hiu rng h cn phi thc
hin mt hnh ng ho|n tt vic ng k nhn tin t danh s{ch
ca bn. Nghin cu cho thy rng 20% n 40% ngi nhn
khng x{c nhn ng k ca h, n gin ch v h khng th tm
ra c{ch l|m iu .
Di }y l| mt v d v mt email x{c nhn tt:
Subject: Long, xin vui lng x{c nhn ng k nhn tin ca bn
Long thn mn,
XIN VUI LNG CLICK NG LINK BN DI
XC NHN NG K CA BN
http://www.website.com/subscribe
48
xc nhn ng k nhn bn tin hng tun ca

WebSite.com, v m bo rng bn nhn c cc bn tin tip
theo, hy nhp vo lin kt trn.
Mt khi ng k ca bn c xc nhn, bn s nhn
c mt email cho n bn n vi bn tin ca chng ti
cng vi mt khuyn mi c bit dnh ring cho nhng
ngi ng k mi!
Bng c{ch t li mi gi h|nh ng trong Subject v| bng
c{ch n dng u tin ca email, bn s c th nhn c 90%
s ng k ca bn c x{c nhn, thay v 60% n 80% nh thng
thng. Bn cng c th cung cp mt khuyn mi, m s phiu
gim gi{, sn phm min ph khuyn khch ngi nhn x{c
nhn ng k nhn tin. Mt khi ngi nhn x{c nhn ng k
ca h, bn c th gi thng ip ch|o n h nh bn thy trong
v d u tin.
Nu bn quyt nh s dng xc nhn kp, c mt c{ch
phc hi ln n 30% nhng ngi khng thc hin vic x{c nhn
ng k. Mt s kh{ch h|ng ca chng ti c s dng chin
lc n|y trong mt v|i nm, v| h cho bit c{ch n|y gip phc
hi c n 30% nhng ng k nhn tin b mt.
Bn thit lp mt t phn hi (autoresponder) lin h vi
nhng ngi khng xc nhn ng k ca mnh sau ba ngy.
(T phn hi n gin l| l| mt email c h thng gi i
t ng. Bn c th xem thm v n trong phn T phn
hi).
49
Mc ch ca email n|y ch nhc nh mi ngi rng h

cn phi thc hin mt h|nh ng c ng k v|o danh s{ch
ca bn. Tt nhin, khin h tham gia, n lun lun km theo
mt s khuyn khch. Di }y l| v d:
Long thn mn,
Mt vi ngy trc, bn ng k nhn bn tin min ph
ca chng ti. H thng ca chng ti yu cu bn xc nhn
ng k ca bn trc khi bn c th c thm vo danh sch
gi th ca chng ti.
Bn c th xc nhn ng k ca bn ngay by gi bng cch
tr li email ny. Ch cn nhp vo nt Reply trong chng
trnh email ca bn, v sau nhp vo Send'.
Chng ti s lm phn cn li!
V chng ti ang rt quan tm ti vic gip bn lm quen vi
email marketing, chng ti mun cung cp cho bn mt ti v
min ph eBook Tt tn tt v Email Marketing.
eBook ny c cha cc kin thc t c bn n nng cao v cc
th thut rt ra t kinh nghim ca cc khch hng ca Vang
Xa. N hon ton MIN PH, bn ch cn xc nhn vic ng
k nhn tin bn yu cu. Chng ti nhc li mt ln na,
ch cn nhp vo 'Tr li' v sau 'Gi.' Chng ti s ngay
lp tc email li cho bn ng link ti v ebook min ph.
50
K thut n gin ny gip nhiu

khch hng ca chng ti phc hi c
30% cc ng k b mt. Bn s th ngay?
51
Thng th danh s{ch c{c a ch email ca bn c lu bng 1

trong 3 dng:
file Excel gm nhiu ct
file TXT ch cha c{c a ch email
c{c Contact trong Outlook
Bn nn chuyn sang nh dng d liu ph bin nht c tt c

c{c phn mm email marketing h tr l| CSV, n cng tng t
nh TXT:
52
Trong file CSV, mi dng s cha mt a ch email cng c{c thng

tin km theo. C{c trng trong mt dng c ph}n t{ch bi:
K t ph}n c{ch (du phy)
K t bao quanh mi trng (du nh{y kp)
Outlook v| Excel u h tr xut d liu ra dng CSV.

Trong Excel, nu file ca bn c dng ting Vit c du, bn s gp
mt cht rc ri do vn font ch nhng vn c th x l n
gin c, hy tham kho trong Ph lc.
Ngo|i a ch email, c{c thng tin nh h tn, gii tnh, cng
ty< ca ngi nhn cng ht sc quan trng, bn hy gi li
chng trong file CSV.
53
C th d nhn thy rng, nhng chin dch email hng

n nhng nhm kh{ch h|ng c th, vi nhng thng tin c th,
lin quan n th hiu ca ngi nhn s mang li nhng hiu qu
cao nht.
Bng c{ch chia nh c s d liu v kh{ch h|ng theo nhng
tiu ch nht nh nh s thch hay gii tnh, bn s d d|ng hn
trong vic thu ht kh{ch h|ng v| n}ng cao kt qu kinh doanh ca
mnh.
Mt s tiu ch ph}n nhm ph bin:
vi ngi tiu dng
vi doanh nghip
theo khu vc a l
theo khu vc a l
theo ngh nghip
theo lnh vc hot ng
theo thu nhp
theo quy m vn
theo gii tnh
theo loi hnh doanh nghip
theo tui
theo nm th|nh lp
theo mc tin a thch (ngi nhn la chn khi ng k

nhn tin)
ph}n loi danh s{ch kh{ch h|ng mt c{ch hiu qu, bn
cn phi ly c{c thng tin tng ng trong form ng k d|nh cho
kh{ch h|ng. Hy chc chn rng bn thu thp y c{c thng
tin cn thit v kh{ch h|ng thng qua form ng k.
54
Thit k email khng n gin nh son tho vn bn trn

Word, n ging vi vic thit k mu cho website hn v email s
dng nh dng HTML. Tuy nhin n cng khng h phc tp nh
thit k website.
V vy, nu cng ty ca bn khng c nh}n vin chuyn thit
k, bn nn thu bn ngo|i. Mt phng {n n gin hn l| bn s
dng nhng mu thit k c sn trong c{c phn mm email
marketing trc tuyn nh Email Marketing Vang Xa. Nhng mu
n|y cho php thit k email ha m| khng cn c{c kin thc v
HTML, thao t{c rt n gin, tng t nh Word.
thit k bn cn s dng mt hoc kt hp c{c phn
mm:
Phn mm son tho HTML: DreamWeaver, FrontPage
Phn mm bin tp nh: Photoshop
B son tho email c sn trong phn mm email marketing
Chnh sa li mt mu email (template) c sn

Nu bn thng xuyn phi gi i c{c bn tin v| cu trc
ca c{c bn tin n|y v c bn l| tng t nhau, bn nn thit k mt

mu email (template) duy nht. Trong tng chin dch, bn ch s
dng li mu thit k , thay th c{c phn ch (text) v| hnh nh
(image) tng ng.
Trng hp bn c sn mt mu c son tho trn Word,
bn khng nn copy trc tip t Word v| paste v|o chng trnh
55
thit k email. D email ca bn trng c v vn hin th tt, nhng

code email s rt nng n do s dng c{c code ca Word. Khi cn
l|m vy, bn hy m file Word, chn Save As<, chn Save as
type l| Web Page.
Thao t{c n|y gip bn lu li file Word th|nh dng HTML.

Tip , bn c th bin tp li file HTML n|y hoc copy phn code
ca file v|o chng trnh thit k email.
Phn ct li to ra gi{ tr cho email ca bn l| s hp dn

ca ni dung. Mt email vi ni dung thu ht ngi c s em li
th|nh cng cho chin dch email marketing.
Bn nn ni dung chnh v hp dn nht xut hin ngay phn

u ca email, nhm thu ht s ch ca ngi c ngay lc
u. iu n|y cn gip cho ngi nhn khng b mt thi
gian tm hiu xem h nhn c thng tin g t email ca
bn. Nu email ca bn bao gm nhiu b|i vit, hy a
56
phn mc lc cc bi vit ln u. Nu email ca bn gii thiu

v sn phm, hy a nhng li ch thit thc hoc khuyn
mi g}y sc ln u.
Ni dung phi ph hp vi nhng g ngi nhn ng k.

Nu khng, ngi c s xa email ngay tc khc. V| nu
iu xy ra thng xuyn, h c th thy l| phin
nhiu v| tm c{ch ngn chn email ca bn, thm ch h
thng b{o rng bn l| mt spammer.
Hy to ra nhng email duy tr mi quan h vi kh{ch

h|ng ca bn:
-
Cm n kh{ch h|ng mua h|ng
Hi kh{ch h|ng c h|i lng vi sn phm dch v

dng khng
Thip chc mng sinh nht kh{ch h|ng (xem thm

phn T h|nh ng)
Mi tham d hi ngh kh{ch h|ng
Nu bn qung c{o mt sn phm hay dch v, thng ip

ca bn s hp dn hn nhiu nu bn a ra mt khuyn
mi, gim gi.
Vi nhng kh{ch h|ng mua h|ng, bn nn cung cp thm

c{c thng tin hu ch v sn phm h mua:
-
Hng dn s dng (b|i vit, ebook, video)
Nhng c}u hi thng gp khi s dng sn phm
57
Gii thiu bn cp nht (phn mm) hoc mt loi

ph kin mi
Bn cng c th dng email marketing thc hin nhng

survey kho s{t th{i , nhu cu ca c{c kh{ch h|ng. Mt s
phn mm email marketing c cung cp sn tnh nng
bn to, qun l v| thng k c{c survey.
Cui cng, ni dung email cn phi c c nhn ha. Ngi

nhn u thch s th}n thin v| cm gi{c c tn trng.
Gi i mt thng ip chung ti tt c nhng ngi nhn
vi nhng li ch|o chung Ch|o bn, Cm n bn s
khng bao gi hiu qu bng nhng thng ip mang thng
tin ca chnh ngi nhn (xem thm phn C{ nh}n ha ni
dung email).
Ngi nhn khng c nhiu thi gian c email ca bn. V vy,

hy to email ngn gn nht c th. Vic a v|i b|i vit d|i my
trang v|o trong mt bn tin email l| khng hiu qu, khng ai
kin nhn c ht email ca bn.
Vi mi b|i vit, bn ch cn a ra tiu , mt on gii thiu
ngn v| mt nh minh ha nh. Trng s ging nh mt chuyn
mc trn b{o in t vy. Ngi nhn thy b|i vit n|o hp dn s
click v|o nt c thm hoc v|o tiu b|i vit c xem b|i
58
vit chi tit trn website ca bn. L|m nh vy, bn khng nhng
l|m email hp dn, xc tch hn m| cn tng c t l click v|
lng truy cp v|o website ca bn.
Bn tin ca trung tm Anh ng ACET
Bn nn thit k email c rng t 500-600 pixel. Nu email ca

bn qu{ rng ngi nhn s khng th xem ht ni dung email
trong 1 ca s m| phi lin tc cun ngang m|n hnh. thc s l|
mt thm ha.
59
Pha-trn-np-gp l| khong trng c chiu cao t 400-450

pixel m| ngi nhn s nhn thy ngay sau khi h m email (m|
cha phi cun chut). Nguyn tc n|y c bt ngun t vic
trnh b|y thng tin trn b{o giy, v c{c t b{o thng c gp i
li nn ch c phn pha trn np gp trang ba l| ngay lp tc
p v|o mt ngi c. Khi internet ph{t trin, ngi ta vn gi
nguyn tn gi pha-trn-np-gp (above-the-fold).
Bn nn tp trung nhng thng tin quan trng nht trong
phn pha trn np gp, tc l| khong 400-450 pixel u tin theo
chiu cao. cng l| kch thc in hnh cho mt preview
trong hu ht c{c trnh duyt email ph bin.
Kch thc n|y c th thay i ty thuc v|o ph}n gii
m|n hnh ca ngi nhn. C{c thng k ch ra rng 1024 768 vn
l| ph}n gii ph bin nht hin nay cho thit k website, v th,
mc 400-450 pixel vn l| tt nht. Bn cng c th thc hin thng
k ca ring mnh, r| so{t xem ph}n gii m|n hnh n|o l| ph
bin nht trong s nhng ngi nhn tin t bn. C th l|m iu
n|y bng c{c c{ch l|m survey kho s{t hoc thng qua bt k h
thng thng k website n|o.
C{c logo, icon, m|u nn, m|u ch, m|u ng k dng

trong email phi ph hp vi c{c th|nh phn kh{c ca b nhn
din thng hiu.
60
Ngo|i mc ch cung cp thng tin hoc qung c{o, email

ca bn nn hng ngi c ti mt h|nh ng c th nh:
-
Click xem b|i vit chi tit trn website hoc xem mt
video
Click download mt t|i liu
Click chuyn ti form ng k, bn survey
Reply li email nhn c mt ebook, phiu gim gi{,<
Khi bn gi email vi lng ln m| c file nh km, email

ca bn s rt d b ri v|o th mc Spam hoc b chn li. V l
m| c{c nh| cung cp phn mm email marketing trc tuyn u
mc ch khng cho php nh km file v|o email.
Hy hn ch ti a vic nh km file. Bn c th upload file
ln hosting ca bn hoc c{c trang chia s file min ph hoc
website ca chnh bn, v| chn ng link n file v|o email.
Ngi nhn s click v|o nt Download ti file v.
Ngo|i ra, email c kch thc ln s khin ngi nhn kh
chu v thi gian ti v l}u, c khi cn l|m h b qua khng xem
tip. Kch thc ca email khng nn vt qu 100KB. Nu bn s
dng nhiu hnh nh trong email, hy nn hnh nh xung kch
thc nh hn.
61
Phn mm Email Marketing thng c mt cng c rt hu

hiu n}ng cao t l email c m v| tr li. Cng c c
gi l| C{ nh}n ha ni dung email. N tng t nh tnh nng
trn th Mail-Merge trong Word.
Nhng email c c{ nh}n ha bng c{ch thm vo nhng
trng ni dung v c nhn ngi nhn. Ly v d, khi bn mun thm
tn ca ngi nhn v|o phn tiu hay ni dung ca email, thay v
phi ngi g tn ca tng ngi nhn v|o tng email, bn c th s
dng cng c C{ nh}n ha ni dung email tng thm tnh
th}n thin cho email mt c{ch t ng.
Hy xem hai v d di }y thy s kh{c bit gia hai
phng ph{p th cng v| c{ nh}n ha t ng.
Email 1: Email hng lot khng c c nhn ha
Cho bn,
Cm n bn v tng ng k mua sn phm ca chng ti. Hm nay,
chng ti xin c gii thiu n bn danh sch nhng sn phm mi ca
cng ty chng ti, c th bn s tm c nhng sn phm cn thit. Bn c
th xem danh sch ny ti http://www.topcare.vn.
Chng ti lun sn sng gii p mi thc mc ca bn v sn phm mi.

Xin chn thnh cm n.
Siu th in my TopCare
62
Email 2: Email hng lot s dng cng c c nhn ha
Cho %%H tn%%

Cm n %%H tn%% ng k mua sn phm %%Tn sn phm%%
vo ngy %%Ngy thng mua%%. Hm nay, chng ti xin c gii thiu
n %%H tn%% danh sch nhng sn phm mi, c th %%H tn%%
s tm c nhng sn phm cn thit. %%H tn%% c th xem danh
sch ny ti http://www.topcare.vn/catalog/.
Chng ti lun sn sng gii p mi thc mc ca %%H tn%% v sn
phm %%Tn sn phm%% ang c s dng.
Xin chn thnh cm n.
Siu th in my TopCare
Nh bn thy, email th hai c chn thm nhiu thng

tin v c{ nh}n kh{ch h|ng bng c{ch s dng cng c C{ nh}n
ha ni dung email. Bng c{ch n|y, chc chn email ca bn s c
hiu qu cao hn nh c n}ng cao tnh th}n thin v| c kh
nng c m v| phn hi cao hn.
L d nhin, c{ nh}n ha email bn phi c nhng d liu
tng ng v tng ngi nhn. Rt kh hi h ln th 2 v c{c
thng tin n|y, v th, ngay t khi x}y dng danh s{ch kh{ch h|ng,
to form ng k, bn cn xc nh trc cn nhng thng tin g c{
nh}n ha email.
63
Trong thit k khi email, bn thng c xu hng s dng

c{c hnh nh mu email bt mt hn. C khi ton b email l mt
hnh nh, banner kh ln.
Di }y l| mt mu email c thit k dng to|n b email l|
mt hnh nh:
Mc nh c{c webmail nh Gmail, Yahoo u chn hnh nh c trong

email. Webmail s hi ngi nhn c ng hin hnh nh khng:
Ch khi ngi nhn ng , c{c hnh nh c trong email mi hin

th. Nu to|n b email l| mt hnh nh, trc khi click v|o nt n|y,
ngi nhn s khng thy mt thng tin no c.
64
Nh vy, bn khng nn thit k to|n b hoc gn nh to|n b

email bng nh. Hy b tr xen k hp l gia nh v| ch.
Bn c th dng c{c phn mm bin tp nh nh Photoshop
thit k to|n b email (bao gm c phn ch) nhng khi xut email
ra dng HTML, ng c email l| mt hnh nh, hy tch ring
phn ch v phn nh.
Rt nhiu ngi s dng email u khng bit rng email

bao gm hai phin bn: HTML v| TEXT.
Phin bn HTML: cho php trnh b|y email dng ha,

bn c th chn nh v|o email, nh dng m|u nn m|u ch,
chn ng link,<
Phin bn TEXT: ch cho php email gm to|n c{c k t

(ging nh tin nhn SMS), bn khng th nh dng m|u
nn, m|u ch,...
Khi bn s dng c{c hm th c{ nh}n, mc nh c{c email
u gi i bng phin bn HTML, tc l| bn c th trnh b|y email,

chn nh, chn link,< Nu ngi nhn m email bng mt chng
trnh c h tr HTML, h s xem c email ng nh bn son
tho. Nhng nu ngi m email bng mt chng trnh khng
h tr HTML, tc l| ch h tr Text, email ca bn s hin th kh{c.
65
Quan s{t v d di }y bn hiu r, cng mt email do bn gi

i:
-
nu ngi nhn m bng Outlook, h s xem c email

HTML vi y hnh nh
nu m email trn Mobile khng h tr HTML, h ch xem

c dng TEXT
phin bn HTML
(xem trn Outlook: hin th tt)
phin bn Text
(xem trn Mobile khng h tr HTML:
ch c c dng text)
Hy cng tm hiu v 2 phin bn n|y.

V|o cui nhng nm 90, khi Internet mi xut hin, tt c
nhng email c gi i thi im u l| dng Text. Thi
gian sau , khi AOL 5.0 xut hin, tch hp kh nng gi email
dng Rich Text, cho php ngi gi in m, in nghing ch c{i,
chn nh v| thm link lin kt v|o email. Tuy vy, hu ht phn
mm c email thi im (Outlook, Eudora, Thunderbird,
66
Hotmail<) vn cha kh nng c ho|n to|n email dng

HTML.
Ng|y nay, hu ht c{c phn mm c email u c kh nng
hin th email dng HTML. Tuy vy vn c khong 5% phn mm
c email khng c c HTML hoc tt chc nng n|y.
gii quyt vn n|y, nhng nh| email marketing hin nay gi
email i di nh dng Multi-Part MIME. Multi-part MIME l|
phng ph{p gi i email gm c 2 dng TEXT v HTML. Khi s
dng Multi-Part MIME, bn ch cn son tho email ca mnh di
dng HTML v| to ra phin bn dng TEXT. Khi bn gi email,
nhng ngi nhn dng phn mm c email c kh nng c
HTML s nhn thy phin bn HTML, s 5% cn li s c c
email di dng TEXT. Ng|y nay c{c phn mm c email u c
th nhn dng t ng Multi-Part MIME v| th hin nh dng
ph hp n ngi c.
Chnh bi nhng l do trn, khi thit k email, bn cn son
tho c dng TEXT ln HTML. Nu nh email ca bn khng c
phin bn dng TEXT, ngi nhn xem email bng mobile v d
trn s ch hin th mt trang trng hay mt email HTML khng
trn vn.
Trong c{c phn mm email marketing, thng th b son
tho email s bao gm 2 phn: 1 phn son tho phin bn HTML, 1
phn son tho phin bn Text.
iu khng c ngha l| bn cn phi thit k nhng 2
email. Rt n gin, bn ch cn thit k email dng HTML nh
bnh thng. Cn vi phin bn Text, bn ch cn copy li nhng
67
phn ch ni dung t phin bn HTML sang. Ch mt thm 1,2 pht

nh vy, bn c th yn t}m ngi nhn lun xem c email
ca bn.
Nhng phn mm nh Email Marketing Vang Xa thm ch
cn h tr bn chc nng t ng to phin bn Text t phin bn
HTML.
Trong nhng ngi nhn email ca bn, c ngi dng

Gmail, ngi dng Yahoo, Hotmail, ngi li dng Outlook,< Bn
cn lu mi chng trnh c email (Gmail, Yahoo, Outlook,<)
s c v| hin th email ca bn theo nhng c{ch kh{c nhau.
C ngha l| cng mt mu email hin th tt Yahoo cha
chc hin th tt trn Gmail, mt email hin th tt trn Gmail
cng c th gp li khi xem bng Outlook.
Quan s{t email pha di, email n|y hin th chun trong
Gmail (bn tr{i) nhng khi xem bng Outlook li b li (bn phi):
Gmail (hin tt)
Microsoft Outlook (gp li)
68
Do , trc khi gi chin dch email i, bn cn chc rng

mu email tng thch vi c{c chng trnh c email ph bin
nht m| ngi nhn ca bn s dng, thng bao gm:
Yahoo
Gmail
Hotmail
Microsoft Outlook (MS Outlook)
Thunderbird
Bn cn ph}n bit Outlook Express v MS Outlook: Outlook

Express l| mt chng trnh c email kh{ ph bin Vit Nam
trc }y nh c cung cp mc nh theo Windows XP v| rt d
s dng, nhng n b thay th bng Windows Mail t phin bn
Windows Vista v| Windows Mail cng b t{ch ring ra t phin
bn Windows 7. Cn MS Outlook c cung cp km theo b
Microsoft Office (bao gm Word, Excel, PowerPoint, Outlook,...
3 cch test li mu email HTML ca bn

1. gi n cho chnh bn v| xem trn c{c m{y tnh kh{c nhau
vi nhng chng trnh c kh{c nhau (Gmail, Yahoo,
Outlook,<)
69
2. s dng dch v chuyn test email nh www.litmus.com,

www.emailonacid.com hoc tnh nng test c sn trong
phn mm email marketing. C{c phn mm email marketing
thng cung cp cho bn tnh nng xem th email vi cc
chng trnh khc nhau, nh bn c th kim tra xem email
ca mnh c gp li khng.
3. dng mo Send page by Email (ch c trong trnh duyt IE
ca Window).
C{ch th nht em li kt qu chnh x{c nht nhng c tr
ngi l| kh thc hin v| rt tn thi gian.
Nu bn ang s dng Windows v| c c|i Outlook trong
trong m{y, c{ch test nhanh nht d hi cu th l| m mu email
HTML ca bn trong IE, v| chn File > Send > Page by email. Mt
ca s email Outlook s m ra, bn chn code chnh x{c v|o .
ng tin v|o nhng g hin th khi bn ang son email, hy gi
n cho chnh bn, sau bn c th xem email trng nh th n|o.
Nu bn l| mt ngi dng m{y Mac, mo trn khng l|m
c. Bn nn dng mt dch v test email HTML nh Litmus
(http://litmus.com). N cho php bn test email HTML vi h|ng t{
webmai v| chng trnh c email chc rng email HTML ca
bn hin th ng. N cng cho php bn test email HTML trong
ch bt hoc tt nh. C{c chng trnh c email HTML c
nhiu vn v tng thch hn c c{c bn sao m phng chng
trn trnh duyt, c th bn s cn test nhiu hn.
70
ng tic thi gian kim tra li email ca bn. Nu ngi

nhn thy email b li, h s {nh gi{ khng tt v thng hiu,
cng ty ca bn.
Trong khi Microsoft c nhng ci tin ln v c{c tiu

chun web IE, th dng nh h ang i ngc li trong vic h
tr email HTML Outlook. Trong phin bn Outlook 2007, h
chuyn ch d|n trang HTML t bng nh}n IE sang bng nh}n
Word (c l l| v l do bo mt), iu l|m t lit ho|n to|n c{c
email HTML so vi trc. i vi bt k ai l|m mail marketing v|
cn thit k, lp trnh c{c email HTML hp dn, quyt nh n|y
chng kh{c n|o buc h phi gi nm m v| nguyn ra
Microsoft.
V| tt c u hy vng rng, trong phin bn Outlook 2010,
Microsoft s quay tr li vi nh}n IE, nhng rt cuc, h vn gn
b vi nh}n Word. Dng nh chng ta vn phi chung sng vi
nh}n Word trong nhiu nm na. Thm ch nu sp ti Microsoft
chuyn sang dng nh}n IE cho phin bn Outlook 2012, chng ta s
vn cn nhng kh{ch h|ng ang dng Outlook 2007, 2010. Vy l|
nu bn cha tng hc c{ch thit k email HTML cho Outlook, b}y
gi l| lc hc.
Vang Xa thit k rt nhiu email HTML cho c{c kh{ch
h|ng quan trng, v| chng ti thc hin h|ng nghn chin dch
71
trong nhiu nm, v th chng ti c nhiu kinh nghim trong vic

test email HTML vi c{c chng trnh c kh{c nhau v| thu c
nhiu k thut cn thit. Vi Outlook 2007, chng ta ang i mt
vi chng trnh c email kh tnh nht, v| ni chung, nu email
HTML ca bn hin th tt trn Outlook th gn nh chc chn n
hin tt tt c c{c chng trnh kh{c.
iu u tin bn cn phi hiu khi thit k v| code cho

Outlook l| c{c quy tc thng thng thng th {p dng c
}y. Hy qun i tt c nhng thi quen dng CSS tng tng
bn ang quay tr li nm 2001 vi nhng tag HTML lc . Lu
rng mt s th trong CSS c th vn chy c trong Outlook,
nhng ti khuyn bn tr{nh dng chng v theo kinh nghim ca
ti, chng thng khng hin th nht qu{n, v| tht xu h khi
nhn c mt email phn hi t kh{ch h|ng ca bn hi rng ti
sao email HTML li b v khi h gi i.
Bn hy ghi nh nhng quy tc sau:
Qun i vic t{ch ni dung bng CSS. Ch to email HTML

vi c{c table v| nh GIF trng. Khng th <div>. Hy xem v
d di }y<
Khng dng background, ch dng m|u nn.Nu bn mun

t text ln trn nh trong email HTML, bn s phi to mt
vng pha sau phn text vi mt m|u nn duy nht, ri ct
nh nh theo b cc.
Bn c th dng c{c style c bn, nhng hy dng chng

thng trong tng tag, ng trong phn header. ng c
72
tng tng, rt nhiu th chy tt trn trnh duyt nhng

khng chy c trn Outlook.
ng dng padding, ch dng margin. Padding s khng

hin th chun.
Dng code c|ng n gin c|ng tt.
Ti u ha email HTML ca bn cho ch tt nh,

thng l| ch mc nh khi ngi nhn m email. Nu
bn khng khai b{o chiu cao ca nh, email HTML s b co
li theo chiu dc, y phn ni dung text ln pha trn,d
cho bn x{c nh chiu rng nh.
Hy xem qua v d di }y:
Hy xem on text u tin hiu c{ch email HTML nn

c code cho ph hp vi Outlook.
73
<tr>
<td width=20>
<img
src=http://client.muralconsulting.com/neustar/7w
ays/spacer.gif width=20 height=1 border=0
alt=" />
</td>
<td bgcolor=#ffffff width=530>

Budgets are tight, yet your customers
demands for high performance from your online
service are growing. The good news is
that you dont need to spend a lot of money to
make your web applications faster… if you
know where to look!
</td>
<td width=20>
<img
src=http://client.muralconsulting.com/neustar/7w
ays/spacer.gif width=20 height=1 border=0
alt=" />
</td>
</tr>
74
Lu rng chng ta ang dng table ph}n chia b cc,

khng dng CSS, v| chng ta ang dn c{c bng c{c nh GIF
trng. Tt c c{c style c a thng v|o tng tag tng ng,
khng a v|o tag chung to|n cc. Cng lu rng chng ta
ang b tr khong trng dc bng margin, khng dng padding.
Nhiu ngi thit k website ch ci nhng cng c nh
Dreamweaver v n khng cung cp ch design chnh x{c cho
CSS n}ng cao. Nhng Dreamweaver thc s l| mt cng c tt cho
email, v| n c th hin th email kh{ chnh x{c. Ban u n c
thit k to website trc c khi c{c web nhiu m|u sc c
ph bin, tc l| rt ph hp vi mc ch ca chng ta. N chc
chn s gip bn to c{c table, nn ng ngi dng n.
75
Vic tip theo bn phi thc hin trong chin dch ca mnh
l| gi email i. Tng chng nh rt d d|ng, bn ch vic gi,
n Send mt c{i l| xong?
Khng h n gin nh vy. Nu bn ch gi i v|i chc
email, Gmail, Yahoo, bt c hm th min ph n|o cng cho bn
gi i. Qu{ tuyt. Khng mt chi ph g c.
Khi bn gi i 10 nghn, 100 nghn email th sao?
Lc n|y bn cn mt phn mm v| my ch gi email chuyn
nghip. Gmail hay Yahoo khng cho php bn gi vi lng ln
nh vy, nu bn vn c tnh gi, hm th ca bn s b kha vnh
vin hoc b ri v|o blacklist.
Hy ghi nh mt ln na, gi email i bn cn c phn

mm gi email & m{y ch gi email.
C nhiu phng {n cho bn chn:
76
S dng phn mm c|i ngay trn m{y tnh ca bn

v| thu m{y ch (SMTP) gi email i
T x}y dng h thng gi email cho cng ty (gm

c phn mm v| m{y ch)
S dng phn mm email marketing trc tuyn trn

gi
Phn sau }y s gip bn la chn phng {n ph hp vi mnh.
c{c cng ty ln, b phn IT s chu tr{ch nhim thit t

h thng gi email cho to|n b cng ty. H s dng phn mm
cng nh m{y ch ca chnh mnh, hoc thu m{y ch t cng ty
kh{c. Khi bn khng th t x}y dng h thng nh vy, vn cn
c{c phng {n kh{c.
Trn internet, c rt nhiu ngi rao b{n nhng phn mm
gi email, c|i t trn m{y tnh ca bn, ch tn v|i trm nghn, h
cn m bo 100%, 99% v|o inbox.
l| la o.
Nh bn thy trn, mt phn mm mun gi email i
c, phi c kt ni vi mt m{y ch gi email (email server).
C{c phn mm c rao b{n trn internet u s dng c{c m{y
ch cng cng hoc min ph. Gi theo c{ch n|y bn s khng th
77
gi c nhiu email, v| ch sau mt thi gian, to|n b email ca

bn b ri v|o th mc Spam.
Bn nn s dng phn mm email marketing trc tuyn ca
mt nh| cung cp c uy tn.
So s{nh gia phn mm trc tuyn v| phn mm c|i trn m{y
tnh ca bn, phn mm trc tuyn u vit hn hn:
Bn khng cn ci t g v|o m{y tnh ca mnh, phn mm

trc tuyn hot ng nh mt website
Ch nhng phn mm trc tuyn mi cung cp cho bn

c nhng thng k chnh xc v tng ngi m email
ca bn ra c, click v|o email, email n|o hng<
Phn mm trc tuyn cung cp nhiu tnh nng marketing

chuyn dng cho bn hn
Bn khng cn phi bt m{y tnh ch i.

Vi nhng chin dch ln, bn phi mt v|i gi gi xong
email. Nu bn dng phn mm c|i trn m{y tnh ca mnh,
bn phi bt m{y v| ch i. Ch cn ng truyn internet
gi{n on hoc m{y tnh ca bn trc trc, cng vic b
ngng tr theo. Vi phn mm trc tuyn th kh{c, mi thao
u thc hin trn m{y ch, bn ra lnh gi xong l c th tt
my v lm vic khc.
Bn c th truy cp bt c }u, t bt c ni n|o

Thit t h thng gi email l| mt cng vic phc tp, bn
phi cu hnh m{y ch ng c{ch, m bo m{y ch ca mnh c
78
t l gi email th|nh cng v| t l v|o inbox cao, khng b blacklist,

ng k c{c whitelist<
V vy, vi c{c c{ nh}n hoc doanh nghip va v| nh
khng chuyn v IT, s dng dch v ca mt nh cung cp phn
mm email marketing trc tuyn l gii php ti u.
Mc d c h|ng t{ ng dng v| nh| cung cp dch v email

marketing, nhng lun c nhng c{i ph hp vi mc ch ca bn
hn. x{c nh }u l| tnh nng bn cn, bn cn {nh gi{ loi
email v| mc ch ca n cng nh mi lin h vi chin lc
marketing. Loi email c dng thng ph thuc v|o loi cng
vic kinh doanh. V d, mt t b{o v| nhng nh| xut bn kh{c
thng ch mun l|m email marketing dng bn tin newsletter. Vi
h, vic duy tr mi quan h vi ngi c l| .
Mt loi kh{c l| email qung c{o gii thiu sn phm v|
dch v, thng c dng nhiu nht trong lnh vc b{n l. Cn
ng}n h|ng v| c{c cng ty cung cp dch v tin ch thng tp
trung nhiu hn v|o c{c email lin quan n giao dch v| thng tin
dch v. Mi loi email n|y li cn c{c cng c kh{c nhau, hoc t
nht l| c{c tin ch nh c{ nh}n ha.
Bn cn x{c nh r phn mm email marketing cn nhng
tnh nng g cho hot ng ca mnh.
79
Bng cc tnh nng ca phn mm email marketing (PMEM)

Tnh nng
M t
Cn
thit
Qun l Lin h (a ch email)

Cho php bn nhp a ch email
Nhp a ch email t
file CSV
t mt file trong m{y tnh ca

bn. nh dng ph bin c tt Phi c
c PMEM h tr l| CSV (l| 1 file
text)
a s PMEM u khng cho bn
nhp email trc tip t file Excel,
bn phi lu file Excel th|nh CSV
Nhp a ch email t ri nhp. Mt s t PMEM ni Khng

file Excel
rng cho php bn nhp file Excel
cn
trc tip, nhng n khng th

hot ng tt nn tnh nng n|y
khng cn thit.
Nhm c{c a ch email th|nh
nhiu danh s{ch kh{c nhau. Khi
Nhm a ch email
gi email i bn c th chn Phi c

gi n mt s danh s{ch nht
nh.
T ng nhn a ch
email trng
Khi bn nhp email, phn mm

s t ng nhn bit a ch n|y Phi c
tn ti hay cha.
T ng loi a ch PMEM s t ng xa c{c email Phi c
80
sai nh dng
kh{c vi c ph{p a@b.c (vd: a

ch annguyen@congty s b xa
b). Lu : tnh nng n|y gip
bn gim bt c{c a ch sai ch
khng phi l| t ng loi b
email hng.
Km theo mi a ch email,
PMEM thng cho php bn km
theo c{c trng: H, tn, Cng
Thm
Trng
chnh
ty ty,< gi l| c{c trng ty chnh.

Bn nn chn PMEM cho php
Nn c
bn to thm c{c trng bt k

ngo|i c{c trng mc nh c sn
trong PMEM.
Mt s rt t PMEM yu cu x{c
nhn li c{c a ch email bn up
ln. Ngha l| mi khi bn thm
Yu cu Opt-In
a ch mi, h s t ng gi
mt email ti a ch n|y, hi
xem ngi c ng nhn

email t bn khng. Yu cu n|y
c th g}y bt tin cho bn.
PMEM s t chn 1 ng link
dng nhn tin v|o cui mi email
T ng dng nhn ca bn. Ngi nhn c th click
Phi c
tin
v|o ng link n|y t chi
nhn c{c email tip theo ca bn.
Tnh nng n|y l| bt buc nu
81
bn mun tn trng ngi nhn

v| tu}n th quy nh ph{p l.
Bn c th lc ra c{c email da
Lc a ch email theo
trng
trn c{c trng km theo mi

email. V d: trng tui Nn c
nm trong khong 18-25, trng
Gii tnh l| N,<
Bn c th lc ra c{c email da
trn h|nh ng m| h thc
Lc a ch email theo
h|nh ng
hin: ch chn nhng ngi

tng m email ra c, tng click Nn c
1 ng link n|o < iu
gip bn tm ra nhng ngi
thc s quan t}m.
Xut a ch email ra
file CSV
Cho php bn xut c{c danh s{ch

email lu tr hoc s dng li Nn c
d liu vi phn mm kh{c.
Bn c th thit t khng cho
php thm v|o c{c a ch email
t mt tn min hoc c cha
Chn email & tn min mt t kha n|o . N cng

hu dng trong vic gim bt t
Ty
chn
l email hng. (Xem thm Gim

t l email hng)
Cho php bn to mt form ng
Web form
k nhn tin bng HTML Nn c

nhng v|o website ca bn. Khi
82
c ngi ng k nhn tin trn

website, d liu v h c nhp
thng v|o PMEM.
To email
C{c nh| cung cp PMEM trong
H tr Unicode ting
Vit
nc u h tr email dng font

unicode ting Vit. Nhng mt s Phi c
nh| cung cp nc ngo|i li
khng cho php iu n|y.
Cho php bn son email vi c{c
B son tho c bn
thao t{c c bn: thay i font ch, Nn c

chn nh, chn link,<
Cho php son email vi nhiu
thao t{c phc tp hn b son
son
tho tho c bn: bng biu, nhng
WYSIWYG
multimedia, copy ni dung t file
Nn c
Word< C{ch dng WYSIWYG

kh{ ging vi Word.
Tt c c{c email u c vit
Xem HTML khi ang bng m HTML. Nhiu khi bn
son tho
cn tnh nng n|y sa trc
Nn c
tip m HTML.
PMEM thng c sn nhiu mu
email. Nu yu cu ca bn
Template email c sn
khng phc tp, bn c th dng

lun c{c mu email n|y, thay ni
dung ca bn v|o trong.
83
Ty
chn
Trnh son tho c sn trong

PMEM khng th mnh nh c{c
Upload mu email t
m{y tnh
trnh l|m web chuyn dng

(DreamWaver, FrontPage,<) nn Phi c
nhiu ngi thch thit k mu
email t bn ngo|i ri a v|o
PMEM.
Bn ch cn nhp v|o ng link
n 1 trang web. PMEM s c
To
template
website
v| t ng to 1 mu email da
trn trang web . Mu email
thng khng c nh bn,
Khng
cn
tr khi bn mun copy li 100%

trang web .
Cho php bn son tho phin
Email dng Text
bn Text song song vi HTML.

(Xem
thm
phn
Text
hay
Nn c
HTML)
a s PMEM cho php bn lu
tr c{c file nh trn hosting ca
h thay v lu tr c{c website
Hosting lu tr nh
kh{c. iu n|y gip kh nng gi

email i th|nh cng l| tt nht.
Nn c
Nh| cung cp c th gii hn

dung lng hosting (1MB,
10MB,<) hoc khng gii hn.
Th vin hnh nh
PMEM c th vin h|ng nghn
84
Ty
hnh nh p, bn s dng
chn
a v|o mu email ca mnh.

T
phn
hi Xem phn T phn hi
Ty
(AutoResponse)
T
h|nh
chn
ng Xem phn T h|nh ng
Ty
(AutoTrigger)
chn
PMEM gip bn to survey theo
nhiu
dng
c}u
hi :
single
choice, multi choice, drop down

To survey
list, textbox,< Kt qu tr li
survey c lu tr lun trong
Ty
chn
PMEM bn c th xem, thng

k, hoc ti v.
PMEM cung cp cho bn cng c
quay video t webcam, ti video
ln hosting ca PMEM, v| nhanh
chng chn v|o email. D PMEM
Video Email
khng c tnh nng n|y th bn

vn d d|ng to c video
email bng
Ty
chn
c{ch upload video
ln hosting ca bn v| dng
HTML.
Mt s nh| cung cp dch v t
Footer ca nh| cung
cp dch v
ng chn footer v|o cui email

ca bn, h khng cho php bn
g b chng. Ni dung footer
thng l| thng tin v bn km
85
theo logo ca nh| cung cp hoc

ca bn.
Cho php bn chn trng ty
chnh v|o email c{ nh}n ha.
C{ nh}n ha email Trn th gii, tnh nng n|y rt
bng trng
quan trng nhng Vit Nam
(Insert Custom Filed)
cha c nhiu ngi quan
Ty
chn
t}m. Cn dng n hay khng ty

thuc nhu cu ca bn.
Bn c th c{ nh}n ha c mt
on vn hoc cm t trong
Ni dung ng
(Dynamic Content)
email da trn c{c trng thng

tin v ngi nhn. VD: nu ngi
nhn l| Nam hoc N, cm t
Ty
chn
s thay i tng ng thch

hp trong xng h.
Gi email
Cho php bn t nhp From
Tn v| a ch gi i Name,
ca bn
From
ReplyEmail
Email
Address
Address,
khi
gi
Phi c
email i.
Hn gi gi email
Bn c th hn gi gi email i
Ty
sau thay v gi ngay lp tc.
chn
PMEM s chm im xem email

Kim tra SPAM
ca bn c kh nng ri v|o
Ty
spam hay khng. N ch n gin
chn
l| so s{nh c{c t trong email vi
86
c{c t kha hay b lit l| spam.

Khng phi l| s m bo email
ca bn s khng ri v|o spam.
Nu bn dng ting Vit, n s
v dng v c{c t kha blacklist
thng l| ting Anh.
Nhm m bo ngi nhn xem
c email, PMEM s t chn 1
ng link v|o u email. Ngi
T to phin bn web nhn khi click v|o s thy mt
ca email
trang web vi ni dung chnh l|
Nn c
email . ng link thng

c di dng Xem phin
bn website ca email ti y.
Sau khi son hoc up xong mu
email, bn c th dng tnh nng
n|y gi th email v hm th
Gi email test nhanh
ca bn m| khng cn tho{t khi Nn c

phn son tho email. N gip
bn tit kim thi gian cho vic
thit k.
m bo email hin th tt vi
c Gmail, Yahoo, Outlook,< bn
Xem th email
cn gi test th n tng loi Khng

email. Tnh nng n|y gip bn cn
xem th lun email trong c{c
hm th kh{c nhau m| khng
87
cn gi test.
Test tng phn chin Nhm gip bn chn ra tiu ,
Ty
dch
mu email< ti u. Xem phn
chn
(Split Test)
Th tng phn
Thng k
Email hng
Email m
Cho bit c{c email hng (hng

mm hay hng cng)
Thng k c{c a ch email m
chin dch.
Phi c
Phi c
Thng k c{c a ch email

Email click
click v|o tng ng link c Phi c

trong email.
Email dng nhn tin
Thng k c{c a ch email

chn dng tin nhn tin
Phi c
Chn thm 1 form v|o email cho

php ngi nhn chuyn tip
Email chuyn tip
email cho ngi kh{c v| thng k

li s lng n|y. Chc nng n|y
Khng
cn
t khi c dng.
Thng k dng th
Hin th thng k bng c s liu

v| th trc quan
Nn c
Cho php xut s liu th|nh file

Xut s liu chin dch
CSV bn ti v lu tr hoc x Nn c
l li d liu.
Tch hp vi Google
Kt hp vi thng k Google
Analytic trn website ca bn.
88
Ty
Analytic
Rt hu ch cho ngi qun tr
chn
website.
Xem c{c s liu thng k v mt
Thng k danh s{ch
email
danh s{ch (c{c thng k kh{c l|

theo chin dch). Gip bn theo
di s thay i cht lng danh
Ty
chn
s{ch email qua thi gian.

Tch hp
Gip bn t ng post ng
link n phin bn web ca email
Social Network
ln Facebook, Twitter ca bn;
Ty
thng k lng ngi xem, lng
chn
click tng ng ; chn form ng

k nhn tin v|o Facebook Page.
Gip bn nhanh chng chn form
Open source CMS &
WordPress
ng k nhn tin v|o Joomla,

Drupal,< & WordPress bng c{c
module c sn thay v dng m
Ty
chn
HTML th cng.
H tr K thut
Bt c mt nh| cung cp tt n|o
cng cho php bn dng th
Dng th min ph
min ph phn mm ca h. Nu Phi c

mt NCC khng cho hoc yu
cu bn a email list & mu
89
email ca bn h gi th ; bn
hy tr{nh xa.
Bn gi email hoc ticket qua h
Email/Ticket
thng h tr. Nh| cung cp s tr

li c}u hi ca bn sau 1 thi
Phi c
gian.
Online Chat
Bn chat trc tip vi nh}n vin

h tr trong gi h|nh chnh.
Nn c
Bn c trao i vi nh}n vin

in thoi
h tr qua in thoi. C{ch h tr
Ty
n|y rt nhanh nhng cha chc
chn
hiu qu bng Online Chat.

Nh| cung cp a c{c c}u hi
FAQ (C}u hi thng
gp)
thng gp ln website. Dng

th
phn mm & c FAQ l|
c{ch nhanh nht bn hiu r
Nn
c
v h.
Nhng nh| cung cp uy tn lun
cung cp nhiu t|i liu hng
T|i liu & B|i vit
dn bn dng phn mm & ph{t
Nn
trin hot ng email marketing.
iu cho thy s u t & kh

nng h tr bn ca h.
Video hng dn
Nhng clip ngn gip bn nhanh

chng bit dng PM.
90
Nn
c
Ghi ch
o Phi c: nhng tnh nng thit yu i vi bt c
chin dch email n|o
o Nn c: nhng tnh nng cn thit bn thng phi
dng n
o Ty chn: ty theo nhu cu ca bn, c th cn hoc
khng bao gi cn n n
o Khng cn: tnh nng khng ho|n thin, bn khng
cn v n khng chy tt
Mt li khuyn nh nu bn cn la chn nh| cung cp dch
v l| hy a cho h danh s{ch c{c tnh nng n|y, v| hi
xem h p ng c nhng ci no.
Hy ch n nhng tnh nng Phi c v| Nn c, cn
c{c tnh nng Ty chn th ty thuc v|o loi chin dch
email bn thc hin. Bn nn chn nh cung cp ng tin cy
nht thay v chn nh| cung cp a cho bn rt nhiu tnh
nng m| bn khng bao gi cn n.
91
Vi nhiu ngi, hu ht email h nhn c u l| th r{c.

Do vy, nh mt kt qu tt yu, ngi nhn s ch n Tn
ngi gi trc tin xem ngi gi l| ai. Sau khi nhn r Tn
ngi gi, ngi nhn ch n tiu ca email xem tiu
c thu ht s quan t}m ca h hay khng.
Tn ngi gi v Tiu trong Gmail
Do vy, hy t tn ngi gi l| tn cng ty hoc tn ca

mt th|nh vin c uy tn trong cng ty to c nim tin ban
u vi ngi nhn.
Bn cnh , t nhng chin dch email khng my th|nh
cng, chng ti tm ra mt v|i tng nhm to ra mt dng
tiu thch hp. Bng c{ch n|y, ngi nhn s d d|ng nhn ra
tiu ca bn v| d d|ng thch th vi ni dung email.
Hy th xem qua mt v|i v d sau }y v nhng tiu khng
tt:
1. Hng khuyn mi hng thng dnh cho thng 7 nm 2010 t cng
ty c phn XYZ.
92
Tiu n|y qu{ d|i. Chng ti lu rng c}u tiu ch nn c

vit t 5 n 9 t. Mt c}u tiu qu{ d|i thng khng c thin
cm vi ngi c v| rt d b chn li bi b lc th r{c.
2. NHNG PHN MM HU CH NHT CHO CNG TY
CA BN
}y l| mt c}u tiu c vit ho|n to|n bng ch vit hoa, iu
n|y l|m tng kh nng email b lit v|o th r{c.
3. Gii thiu Sn phm mi
C}u tiu n|y khng h cp n nhng thng tin c th c
trong email. Hy thm v|o mt gii thiu ngn gn v| hp dn.
4. Siu khuyn mi laptop gim gi ti 100$ v nhiu qu tng
khc, hy mua ngay!!!
Vic thm v|o k t du chm than v| k hiu $ s l|m cho
email b lit v|o spam. Hn na, c}u n|y qu{ d|i cho mt c}u tiu
n tng.
Di }y l| mt v|i gi v nhng c}u tiu thch hp cho
email, da v|o chnh nhng c}u tiu trn:
1. Cng ty XYZ-H|ng khuyn mi th{ng 7
2. Nhng phn mm hu ch nht cho doanh nghip
3. Sn phm mi-M{y lc nc siu sch
4. Khuyn mi laptop-gim n 100
93
Trong marketing, thi gian l| mt yu t quan trong quyt nh

n s th|nh cng hay tht bi ca c chin dch. Mi ngi
thng s dng mt khong thi gian nht nh c v| tr li
email, do vy mt chuyn gia email marketing gii cn phi nm
c khi n|o l thi im tt nht gi email cho khch hng.
i vi nhm ngi nhn l| doanh nghip, i tc kinh doanh:

thi im tt nht gi email i l| t th Ba n th Nm
h|ng tun v| t 9h30 s{ng n 3h chiu. Nhiu cuc nghin cu
ch ra rng, ng|y th Hai l| thi im d|nh cho nhng cuc
hp, nhng cuc tng kt ca cng vic t tun trc . Bn
cnh , nhng email c gi i t tra ng|y th S{u thng
s t c m v| nm nhng v tr cui cng trong hm th
email ca ngi nhn.
i vi nhm ngi nhn l| ngi tiu dng, hy bt u gi t

17h n 20h. Ng|y gi hiu qu nht l| t th S{u n Ch
nht. Nhng ngi nhn l| ngi tiu dng thng c thi
gian online v|o cui tun v| c nhiu thi gian xem xt, tm
hiu v sn phm v| dch v bn cung cp.
Nu bn gi email cho c{c kh{ch h|ng nc ngo|i, bn cn ch

mi gi ca h sp xp thi im gi email kh{c nhau. Bn cng
khng cn phi ch n ng thi im mi ra lnh gi. C{c phn
mm email marketing thng c chc nng Hn gi gi email sau.
94
Trong nghip v marketing, duy tr u n tn s gi email cho

kh{ch h|ng l| mt vic thc s quan trng. Nu bn khng gi
s lng email cn thit, s l| rt kh khn duy tr v| n}ng cao
v tr ca bn trong th t u tin la chn ca kh{ch h|ng. Ngc
li, nu bn gi qu{ nhiu email, rt c th bn ang l|m phin
kh{ch h|ng v| bn ang y kh{ch h|ng xa dn cng ty ca bn.
T kinh nghim nhiu nm trong lnh vc email marketing, chng
ti rt ra c nhng kinh nghim qu b{u trong vic x{c nh
tn sut gi email cho kh{ch h|ng. Mi k hoch gi email theo
tun hay theo th{ng s c hiu qu nht nh kh{c nhau. Mi chin
dch email nn c la chn cho kh{ch h|ng ng k, ng nhp
v| la chn tn sut nhn email ring ca h. Sau , bn c th
lp mt lch trnh gi email ring cho tng kh{ch h|ng.
Bn cnh , bn cng cn phi chc chn rng, mi email gi i
cn phi c mt gi{ tr nht nh n|o i vi ngi nhn cui
cng. Mt email h|ng th{ng vi nhiu thng tin hu ch s mang
li nhiu gi{ tr hn mt email h|ng tun vi t thng tin cn thit
cho ngi nhn.
95
Chc nng thng k c bn ca phn mm email marketing

bao gm: thng k open, click, email hng, chuyn tip email, dng nhn
tin. Mt phn mm email marketing tt khng ch a ra cho bn
mt s tng cng, v d tng s ngi m email, m| cn cho bn
bit chi tit tng s kin, v d ngi m email l| ai, m v|o thi
im n|o, m bao nhiu ln.
Chng ta s tm hiu c{ch tnh c{c ch s thng k v| chng
cho bn bit iu g khi {nh gi{ hiu qu chin dch.
Tng lng Open (Total Open): tng s ln email c ngi

nhn m ra. Nu mt ngi n|o m email ra 3 ln, th
tng lng Open s tng ln 3.
Lng ngi open (Unique Open): tng s ngi m email ra.
Nu mt ngi n|o m email ra 3 ln, lng ngi Open
vn ch tng ln 1.
Trong mt chin dch, Total Open lun ln hn Unique Open, v
lun c nhng ngi m li email nhiu ln. Bn hy xem thng k
sau:
96
Trong v d n|y, c 261 ngi nhn m email ca bn, tng

s ln h m l| 299.
Con s bn thc s cn quan t}m l| Unique Open.
Th no l open email? C}u hi tng nh rt ng ngn,
nhng thc ra, vn nm c{ch thng k ca phn mm
email marketing.
Tt c c{c phn mm ch c th ghi nhn vic mt ngi m
email ra khi h cho php c{c hnh nh trong email hin th
(hoc hnh nh mc nh t hin th). Tc l| nu bn m
email ra, nhng khng chn Hin th hnh nh trong email ny,
th s khng c tnh l| mt open trong thng k ca
phn mm.
Nhng bn hon ton khng cn lo ngi hn ch n|y s nh
hng n tnh chnh x{c ca thng k. V r r|ng, nu mt
ngi mun nhn email t bn v| quan t}m ti c{c thng tin
trong , chc chn s chn hin th hnh nh trong email.
97
T l open: t l s ngi m email ra c, c tnh bng s

ngi m email (Unique Open) chia cho tng lng email
gi i (1) hoc tng lng email gi th|nh cng (2):
( )
( )
C{ch tnh th (2) ph bin hn v| th hin chnh x{c hn. Nu s

email hng l| rt t, hai c{ch tnh n|y cho kt qu xp x nhau.
T l open cao cho thy cht lng danh s{ch email ca bn v| s
hp dn ca tiu , thi gian gi email hp l, ph}n nhm ng
i tng. N khng phi l| mt s m bo chc chn cho s
th|nh cng ca chin dch.
98
Chin dch trn c t l open tnh theo c{ch (1) l| 5,2% ; theo c{ch
(2) l| 5,5%.
Tng t nh Thng k Open, Thng k Click cng gm 3

con s c bn.
Tng lng Click (Total Click): tng s ln ngi nhn click
v|o c{c ng link c trong email. Nu mt ngi n|o
click v|o ng link 3 ln, th tng lng Click s tng ln 3.
Lng ngi Click (Unique Click): tng s ngi nhn tng
click v|o c{c ng link trong email. Nu mt ngi n|o
click v|o ng link 3 ln, lng ngi Click ch tng ln 1.
Nu trong email c cha nhiu ng link, phn mm email
marketing c th thng k cho bn s liu ca ring tng ng
link v| tng cng tt c.
T l Click (Clickthrough-rate): tnh bng lng ngi click

(Unique Click) chia cho tng s email c gi i (1) hoc
tng s email gi th|nh cng (2).
( )
99
( )
T l Click cho bit ni dung bn a ra c hp dn ngi

c khng, thng ip mi gi h|nh ng (call-to-action) c thuyt
phc c ngi nhn khng.
Ngo|i ra, bn c th tnh:
Mt tnh hung bn c th gp phi l| T l Open v| T l

Click ca bn rt thp, nhng T l Click khi open li cao, n
cho thy cht lng danh s{ch email ca bn khng tt hoc kh
nng gi email km.
Email hng l| email gi i khng th|nh cng do nhiu nguyn

nh}n kh{c nhau. C{c nguyn nh}n hng thng thng bao gm:
1. a ch email ca ngi nhn khng tn ti.
2. Hm th ca ngi nhn b y
3. M{y ch email chn c{c thng ip bng b lc theo ni
dung hoc blacklist.
4. M{y ch email pha ngi nhn tm thi ngng tr hoc
khng th kt ni c.
100
Nguyn nh}n th (1) a ch ca ngi nhn khng tn ti c

gi l| hng cng (hard bounce). C{c nguyn nh}n kh{c c gi l|
hng mm (soft bounce).
a ch hng cng l| hng tht s, bn cn loi chng khi danh
s{ch gi. a ch hng mm th c th vn gi th|nh cng c
trong tng lai. V d: inbox ca mt ngi b y, khng th tip
tc nhn thm email. Khi bn gi email cho ngi s nhn c
b{o c{o hng mm. Sau khi ngi xa bt inbox, bn li c th
gi email th|nh cng.
Bn ch x{c nh c mt a ch email hng hay khng sau khi
gi email n a ch . Khng mt phn mm n|o c kh nng t
ng loi a ch email hng m| khng cn gi email i.
Sau khi bn gi email i, phn mm email marketing s t ng lc
ra c{c a ch hng cng khng tip tc gi n chng trong c{c ln
sau. Cn vi a ch hng mm, sau vi ln hng mm lin tip
(thng t 3-5, ty theo phn mm), phn mm email marketing
mi loi a ch hng khi danh s{ch gi.
Phn mm email marketing s cho bn bit lng email hng v| t l
hng. T l hng cao cho thy danh s{ch email ca bn khng tt.
Bn c th xem thm v t l hng trong phn Gim t l email
hng.
101
Thng k dng nhn tin: cho bit s lng v| t l nhng ngi

chn dng nhn tin (unsubcribe) t danh s{ch ca bn. l|
nhng ngi click v|o ng link dng nhn tin cui email.
Nu hot ng email marketing tt, t l dng nhn tin s mc
rt thp. Nu ngc li, bn cn ngng mi hot ng email ngay lp
tc, xem xt nguyn nh}n. C gi i email trong khi t l dng
nhn tin cao l|m mt i uy tn ca bn v| mt c hi g}y s ch
vi ngi nhn trong tng lai.
Thng k chuyn tip: cho bit s ngi chuyn tip email ca
bn cho ngi quen ca h. Thng k n|y ch xut hin khi bn to
mt form chuyn tip email cho bn b cui email.
Nu ngi nhn s dng nt Forward trong chng trnh email
ca h th bn khng th thng k c. V thng k ch o lng
thng qua form chuyn tip.
T l nhng ngi phn hi li thng ip trong email ca bn,

c th l| tr li li email ca bn, gi in cho bn,< ty theo
c{ch bn nh ngha th n|o l| phn hi.
102
T l nhng ngi thc hin mt h|nh ng m| bn mong

mun: mua h|ng, ng k tham d,< tnh trn tng s ngi m
email (1) hoc s ngi phn hi (2).
(1) Nu email ca bn khng i hi ngi nhn phi phn hi
li m| ngi nhn vn c th thc hin h|nh ng m| bn
ang hng h ti, t l chuyn i tnh bng:
Open
Action
(2) Nu email ca bn bt buc ngi nhn phi lin h trc

khi thc hin mt h|nh ng:
Open
Response
Action
(3) Hoc bn cng c th tnh t l chuyn i trn tng s email

gi i thnh cng.
La chn cng thc n|o l| ty thuc bn. N khng l|m thay i
bn cht {nh gi{.
V d : Bn gi i 25.000 email gii thiu sn phm; c 5.000
ngi m; 100 ngi lin h li vi bn v| trong c 10
ngi mua h|ng.
103
T l open = 5.000 / 25.000 =20%

T l phn hi = 500 / 25.000 = 2%
T l chuyn i = 10 / 100 = 10%
T l n|y ch c th tnh c khi bn khng thc hin hoc t{ch
bit c gia c{c n lc marketing kh{c v| email marketing. Mt
s ngi thc hin nhiu knh marketing, ri sau o lng hiu
qu tng knh bng c{ch to survey hi kh{ch h|ng h bit n
mnh t knh n|o. C{ch l|m n|y ch dng so s{nh c{c knh
marketing, khng th dng tnh t l chuyn i.
T sut li nhun trn vn u t (Return On Investment) tnh

bng:
ROI > 0 cho bit knh marketing c mang li li nhun. Bn c th

dng ROI so s{nh c{c knh marketing v| ph}n b ng}n s{ch
marketing hp l.
V d sau }y s gip bn hiu c{ch tnh ROI trong email
marketing. Mt chin dch email xc tin b{n kha hc trc tuyn
c thng k kt qu nh sau:
S email gi i
Chi ph gi email
S ngi phn hi (qua in thoi,
mail)
104
10.000
500.000
600
S ngi mua h|ng

Li nhun t mt ngi mua
15
100.000
Bn s tnh c:
T l phn hi = 600 : 10.000 = 6%
T l chuyn i = 15 : 600 = 2,5%
Khi mc tiu chin dch ca bn khng phi l| b{n h|ng, v nh

email hng dn s dng hoc newsletter, bn khng th o lng
hiu qu thng qua ROI. Bn cn phi s dng mt chng trnh
thng k lng truy cp website nh Google Analytics.
C{c phn mm email marketing thng cho php bn tch hp
thng k qua Google Analytics khi bn gi email i.
105
Email marketing khng ch n gin l| gi i 1 email cho

nhiu ngi. Bn s phi thc hin hot ng n|y thng xuyn,
lp i lp li. V th hy khng ngng ti u chin dch ca bn.
Phn n|y s b sung cho bn c{c kin thc, gi ti u chin
dch email marketing v| tr{nh c nhng sai st thng gp.
T phn hi cng l| email do bn gi i, bn cng s phi

thit k n nh mt emai bnh thng.
iu kh{c bit nm ch t phn hi c thit t t
ng gi i v|o mt khong thi gian sau khi c ngi ng k vo
danh sch ca bn.
T phn hi hay gp nht chnh l| email cm n khi c
ngi ng k v|o danh s{ch ca bn.
Bn c th s dng tnh nng n|y theo nhiu c{ch:
Bn c th thit t mt t phn hi gi i ngay lp tc (0

gi) sau khi c ngi ng k cho h bit v mt chng
trnh khuyn mi d|nh cho ngi dng mi.
Bn cng c th t mt t phn hi gi i sau 3 ng|y sau

xem h ngh th n|o v ch|o h|ng ca bn.
Nu bn s dng phng ph{p x{c nhn kp, bn nn thit

t mt t phn hi gi cho nhng ngi cha x{c nhn sau
106
3 ng|y k t khi h ng k nhn tin, nhc nh h x{c

nhn.
Bn c th gi i mt chin dch email, ni dung l| s d|nh

tng mt ebook cho nhng ngi ng k. Tip , bn thit
t mt t phn hi. Khi c ngi ng k v|o danh s{ch
nhn, t phn hi s t ng gi ebook cho ngi .
Bn mun gi email thip chc mng sinh nht ti c{c

kh{ch h|ng ca mnh. Nhng bn c ti 500 kh{ch h|ng. Ng|y n|o
bn cng phi xem lch gi.
Chc nng t h|nh ng gip bn gii quyt vn n|y.
Kh{c vi t phn hi, t h|nh ng c thit t t
ng gi mt email ti ngi nhn khi xy ra mt s kin:
Mt ng|y nht nh (V d: to t h|nh ng t ng gi

email chc mng sinh nht n c{c kh{ch h|ng ca bn v|o
ng ng|y sinh ca tng ngi)
Mt ng link c click
Mt email c m
Bn gi email gii thiu sn phm mi n c{c kh{ch h|ng,
trong c mt ng link dn n phn thng tin chi tit v sn

phm trn website ca bn. Nhng ngi thc s quan t}m n
sn phm ca bn s click v|o ng link n|y. Bn c th thit t
thm mt t h|nh ng khi c ngi click v|o ng link, mt
email gii thiu thm v sn phm c t ng gi ti ngi .
107
Bn thit k 2 mu email cho cng mt chin dch, nhng

khng bit liu mu email no hiu qu hn? Bn khng th gi i c
2 mu cng lc v s l|m ngi nhn kh chu.
Th tng phn s gip bn la chn c mu tt hn.
Tnh nng n|y hot ng bng c{ch gi i tng mu email
ti mt phn danh s{ch ca bn (10% chng hn). Sau mt thi
gian, da trn t l click v| open, mu email tt hn s c chn
gi i ti to|n b phn cn li ca danh s{ch. Nh , bn c
th ti u chin dch email ca mnh.
V d: bn c 10.000 ngi nhn v| cn quyt nh xem mu
email A hay B tt hn.
Bn hy to Th tng phn gi email A ti 500 ngi
ngu nhin trong 10.000 ngi, gi email B ti 500 ngi
ngu nhin kh{c. Sau 12h, email n|o em li hiu qu cao
hn (da trn t l open v| click) s c chn gi ti
9.000 ngi nhn cn li.
S dng video marketing t l}u tr th|nh mt xu th

trn c{c website. C{c cng ty a c{c gii thiu v sn phm & dch
v, nhng ni dung hp dn nht, c ng v|o mt video thay v
a ra c{c t|i liu d|i h|ng chc trang.
108
Ng|y c|ng c nhiu doanh nghip nhn thy li ch ca vic

kt hp video v|o thng ip email, gi l| video email
marketing. Theo thng k ca Implix, nm 2010 c ti 81,5% doanh
nghip thc hin hoc ang c k hoch trin khai video email
marketing.
Video Email Marketing em li iu g
Tng t l click, t l kt qu (v d nh doanh s b{n h|ng,

lng ngi ng k, lng ngi download,<)
To s kh{c bit vi c{c i th cnh tranh & G}y s ch

vi c{c kh{ch h|ng
Tng lng kh{ch h|ng trung th|nh
Gim chi ph hng dn & h tr kh{ch h|ng: s dng

video l| c{ch tt nht nht hng dn kh{ch h|ng ca
bn nm c kin thc, c{ch thao t{c.
Kh khn vi doanh nghip nh khi to video

109
Hin ti Vit Nam, c rt t doanh nghip trin khai Video

Email Marketing d nhng li ch ca n l| rt r r|ng. Do nng
lc ca b phn IT trong doanh nghip cn hn ch nn vic to ra
mt Video gii thiu v doanh nghip mnh rt kh, cn nu
thu mt cng ty truyn thng thc hin li gp phi vn chi
ph. Ch mt s c{c cng ty cng ngh thng tin hoc c{c cng ty
ln mi thc hin c.
Trn thc t, c nhiu c{ch doanh nghip bn vt qua
iu . Bn hy bt u vi nhng video clip n gin gm cc
nh tnh km theo phn thu m li ni. Internet cung cp nhiu cng
c bn thc hin c{c video nh vy. C th, bn s khng c
c nhng kt qu nh mong mun, hiu qu c{c chin dch
marketing cha cao. Nhng khi bn nm bt c xu th v| i
trc c{c i th cnh tranh nh vy, bn s tch ly cho mnh
nhiu kinh nghim hn, l| mt li th.
Bn c th tham kho cng c to video d s dng di }y:
Camtasia studio
http://www.techsmith.com/camtasia/
Phn mm quay video ghi li c{c thao t{c
ca bn trn m|n hnh m{y tnh. c bit
ph hp vi marketing, hng dn s dng
c{c sn phm s.
Trong v|i nm gn }y, s bng n ca c{c trang social

media nh blog, c{c mng x hi (Facebook, Twitter,<) vi cng
ng h|ng trm triu ngi dng to nn mt knh marketing
110
trc tuyn tuyt vi cho c{c cng ty. Kt hp Social Media

Marketing v| Email Marketing tr th|nh mt xu th tt yu.
Vic n|y c thc hin bng c{ch thm nh v| lin kt v|o

tt c c{c mu email ca bn kt ni vi c{c trang Social Media
ca chnh cng ty bn:
C{c cng c ph bin tch hp Social Media v|o email bao gm:
t ng link "Follow Us" v|o mi thng ip email
t ng link ti trang Social Media v|o mi thng

ip email
Thm mu "ng k" trn Facebook
a ty chn Share (chia s) v|o mi thng ip email
Hin nay, cng c tch hp social media c dng ph bin

nht l| thm ng link "Follow Us" v|o thng ip email. Rt t
cng ty t ng link ti c{c chin dch email v| c{c bn tin ln
c{c trang social media, hoc a ty chn Share v|o c{c phng
tin truyn thng trc tuyn ca h.
111
Cng vi s gia tng nhanh chng ca email spam, nhng

nh| cung cp dch v Internet (gi tt l| ISP) bt buc phi t ra
nhng bin ph{p bo v mng v| kh{ch h|ng ca h. Theo c
tnh, c khong t 70% n 80% email c gi i l| email spam.
C{c ISP thng b{o rng b lc th r{c ca h phi ngn chn 2,7 t
email spam mi ng|y.
C|ng ng|y c{c email marketer c|ng nhn thc c tm
quan trng ca vic email ca mnh ri v|o hm th Inbox hay
Spam. Spam ng ngha vi c hi ngi nhn c email rt thp,
bn s chm gia h|ng nghn th r{c kh{c. Ngi nhn cng s
{nh gi{ thp uy tn ca bn.
Vi mt s doanh nghip, c{nh ca email marketing dng
nh khp li vi h khi tn min, tn cng ty b ri v|o blacklist
khin tt c email h gi i lun nm trong th mc Spam. Chc
hn l| bn khng mun b nh vy.
Bt k bn ang gi email bng c{c phn mm email
marketing nh Email Marketing Vang Xa, hay t gi bng h
thng ca mnh, bn cn phi nm c nhng quy tc nht nh
n}ng cao c hi email bn gi i n c hm th ca ngi
nhn. Di }y l| nhng thng tin hu ch gip bn bo m c
kh nng gi email th|nh cng.
112
Chng ti vn thng khuyn khch kh{ch h|ng s dng

dch v Email Marketing Vang Xa rng, hy lun ngh ngi
nhn email thm a ch email ca h v|o Address Books. iu n|y
l| thc s quan trng, bi c{c ISP bt u ngn chn nhng email
c gi i khng c c s ng nhn ca ngi nhn. Hy
lun nh thm v|o c}u: chc chn nhn c email ca chng
ti, hy thm a ch email ca chng ti (info@company.com) v|o
Address Book ca bn ti v tr trn cng trong email ca bn.
Khi bn gi i mt lng ln email v| nhn li h|ng lot s

ph|n n|n v th r{c, bn s dn b lit v|o Blacklist. Mt Blacklist
l| danh s{ch nhng a ch IP c b{o c{o l| gi i nhng
email khng c yu cu. Khi a ch IP ca bn nm trong
Blacklist, chng ti khuyn bn nn lin h vi nh| qun tr
Blacklist v| ngh nhng bin ph{p th{o g. Trong hu ht c{c
trng hp, bn s phi chng minh bn ch gi email n nhng
a ch ng nhn email t bn. Bn c th kim tra a ch IP
ca mnh c thuc Blacklist n|o khng ti:
http://www.openrbl.org hoc http://www.dnsstuff.com.
113
Qun l v| gim lng email hng l| mt trong phn then

cht trong email marketing. iu gip bn gi c nhiu
email hn, chi ph gi email i thp hn, t l hiu qu v| t sut
li nhun cao hn.
T l email hng
Sn phm & Dch v Doanh

nghip
15.60%
14.80%
Sn phm Tiu dng
15.60%
13.40%
15.80%
17.00%
Dch v Tiu dng
13.30%
13.10%
Dch v Ti chnh
Du lch
6.50%
14.30%
Q3 2003
Q3 2004
9.40%
7.90%
Bn l
7.10%
6.20%
Xut bn Doanh nghip
10.10%
9.80%
Xut bn Tiu dng
Trung bnh Q3 2004: 10,7% -0,9%

Trung bnh Q3 2003: 11,8%
Ngun: DoubleClick Internal Benchmark Statistics
Theo thng k ca DoubleClick, trung bnh, t l hng l|

khong 10%. Trong v|i ln gi u tin, t l n|y c th cao hn v
c{c email hng s dn b x l v| loi b khi danh s{ch ca bn.
114
C{c phn mm email marketing trc tuyn thng bao gm tnh

nng qun l email hng t ng. Phn mm s t ng loi b cc
a ch email hng khi danh s{ch ca bn sau khi gi i mi chin
dch. Bn vn c th xem c c{c a ch email hng n|y nhng
khi bn gi email i, email s khng gi ti c{c a ch hng na.
Ngo|i vic s dng mt dch v email marketing c kh
nng t ng loi b c{c email hng cng sau mi chin dch bn
gi i, bn c th s dng c{c c{ch sau:
1. S dng tnh nng Chn email

Xa b bt c a ch dng abuse@ hoc postmaster@ n|o c
trong danh s{ch ca bn. (}y l| c{c a ch dng nhn
dng th r{c)
2. Cho php ngi dng cp nht li thng tin
Bao gm ng link qun l vic nhn tin v|o email ca bn
v| khuyn khch ngi nhn tin cp nht thng tin ca h
nu c thay i. Trong Email Marketing Vang Xa, bn c th
to form Cp nht thng tin v| chn ng link v|o cui
mi email.
Nhng nh| cung cp dch v email ln nh Gmail, MSN

hay Yahoo ngn chn h|ng triu th r{c mi ng|y. B lc th r{c
ca h vn h|nh da trn c ch kim tra nhng t ng c s dng
ti tiu v phn chnh ni dung email. Danh mc nhng t n|y a
s l ting Anh ngn ng thng dng nht trn th gii.
115
Di }y l| danh s{ch mt v|i t v| cm t ph bin hay

c s dng nhng rt d l|m cho email b lit v|o spam email:
Free
Act Now
All New
50% Of
Call Now
Subscribe Now
Earn
Discount
Double Your Income
Youre A Winner
Million Dollars
Opportunity
Compare
Removes
Collect
Amazing
Cash Bonus
Promise You Credit
Loans
As Seen On
Buy Direct
Get Paid
Order Now
Please Read
Dont Delete
Time Limited
While Supplies Last
Why pay more
Special Promotion
Information You Requested
Stop
No Cost
No Fees
Satisfaction Guaranteed
Serious Cash
Search Engine Listings
Join Millions
Save Up To
All Natural
Youve Been Selected
Excessive $ or !
Tt nhin nu ch s dng mt trong c{c t trn s khng

phi l| vn qu{ ln, nhng nu c th hy tm nhng t thay th
hoc trnh s dng nhng t trn n ln th hai trong cng mt
email. Hn na, vic s dng ch vit hoa hay nhng k t c bit
nh du chm than, k hiu $ ti tiu ca email cng khin
cho email ca bn b xem xt k lng bi nhng chng trnh lc
email spam.
116
Hy th tng tng mt kh{ch h|ng rt h|o hng ng k

c{c bn tin email ca bn cp nht thng tin khuyn mi, sn
phm mi. Mt ng|y, chnh ngi click thng b{o rng email
ca bn l| Spam. Ti sao vy?
Ba sai lm cht ngi sau khin bn khng nhng {nh mt
kh{ch h|ng nhn tin m| cn khin h kh chu coi bn l| Spammer:
1. Gi qu{ nhiu email ti kh{ch h|ng
Khi kh{ch h|ng ng k nhn tin, thng th c{c website
khng c thng b{o hay tha thun r r|ng s gi vi tn
sut bao nhiu email mi tun/mi th{ng. Ngi nhn c
th vn quan t}m ti website ca bn, nhng h khng
h|i lng khi bn c 2 ng|y hay h|ng ng|y u gi email
ch h. V th hy cn trng khi la chn tn sut gi vi
tng loi email. Hy theo di thng xuyn t l dng
nhn tin, nu t l n|y tng ln, lp tc xem xt li tn
sut ca bn ph hp cha.
2. Ni dung email lp i lp li
Mt mu template n nh s gip bn nhanh chng
son c{c mu email gi cho kh{ch h|ng. Nhng nu
kh{ch h|ng c u n nhn c 1 mu nh vy. Hy
t l|m mi mnh, thay i mt, thm c{c hnh nh, icon
theo ch Gi{ng sinh, Tt, Valentine,< s khin email
ca bn hp dn hn nhiu. i vi kh{ch h|ng ca bn,
email cng nh mt mn n vy.
117
3. Kh{ch h|ng khng th ng k dng nhn tin t bn

Ngay c khi kh{ch h|ng mun dng nhn tin, bn cng
cn quan t}m, ng kh{ch h|ng dng nhn tin bng
c{ch a email ca bn v|o th mc Spam. Hy chc
rng tt c c{c email bn gi i u c ng link dng
nhn tin. Mt s website khng c tnh nng dng nhn
tin t ng m| li yu cu kh{ch h|ng gi email cho h
yu cu dng nhn tin. Nu l| bn, bn s ch i
c dng nhn tin hay cho lun email v|o th
mc Spam?
Lun nh rng: c|ng nhiu ngi thng b{o email ca bn l| Spam,
kh nng gi th ti Inbox ca bn c|ng gim.
Ti Vit Nam, Chnh ph ban h|nh Ngh nh 90/2008 v

chng th r{c. Tip , B Thng tin v| Truyn thng ban h|nh
Thng t 12/2008 hng dn thi h|nh ngh nh 90.
Bn lu : Ngh nh 90 nhm qun l th qung c{o v| chng th
r{c. Do , khng phi mi hot ng email marketing ca bn u chu
s iu chnh ca lut ny, bi th qung c{o ch l| mt phn trong
email marketing.
Tu}n th c{c quy nh cng nh tn trng ngi nhn email
l| c{ch tt nht bn ph{t trin hot ng email marketing bn
vng.
Nu bn gi th qung c{o, bn cn lu c{c quy nh sau:
118
Tr{ch nhim ca ngi qung c{o quy nh ti iu 1

chng III ca Thng t 12:
1.1. Khi t gi th in t, ngi qung co:
a) Ch c php gi th in t sau khi ngi nhn ng v:
- Loi thng tin, sn phm, dch v qung co;
- S lng th in t qung co ti a c th gi trong mt khong
thi gian nht nh v thi gian c th gi qung co.
b) C trch nhim lu gi thng tin v s ng ca ngi nhn v cung
cp cho c quan nh nc c thm quyn khi c yu cu.
1.2 Khi s dng dch v qung co bng th in t, ngi qung co
ch c php s dng dch v ca cc nh cung cp dch v qung co
c Trung tm VNCERT cp m s qun l v cng b trn trang
thng tin in t http://www.vncert.gov.vn.
Email phi g{n nhn theo iu 10 chng II Ngh nh 90:
o Mi th in t qung c{o u phi gn nhn.

o Nhn c t v tr u tin trong phn ch .
o Nhn c dng nh sau: *QC+ hoc [ADV]
Trong email c thng tin v ngi qung c{o (theo iu 11

chng II N 90)
Trong email c chc nng t chi nhn tin (theo iu 12

chng II N 90)
119
Do hu ht c{c nh| cung cp dch v th in t ln u t tr

s ti M, bn cn quan t}m ti o lut Can-Spam ca M.
Theo Can-Spam, Spam c hiu l| nhng th in t c gi
i n nhng a ch email ngi nhn khng mong mun nhn. S rc
ri ny sinh l| thut ng khng mong mun kh{ l| m h. Mt v|i
ngi nhn cm thy b l|m phin, nhng s kh{c li cm thy s hu
ch t nhng email c cng ni dung. Bn phi hiu r r|ng v lut chng
spam, danh s{ch en, b lc email v| nhng yu t kh{c chng li vic
gi th r{c. Trc khi tin h|nh bt c chin dch email marketing n|o,
hy chc chn bn nm c v| tu}n th ng CAN-SPAM Act of
2003, bn c th c ti:
http://www.ftc.gov/bcp/conline/pubs/buspubs/canspam.htm
V c bn, c 6 iu bn cn phi tu}n theo email ca bn

khng b lit v|o email spam:
1. Email khng c c thng tin sai lch.
2. Email khng c c tiu sai lch ni dung hay tiu
gi mo nhm {nh la ngi nhn.
3. Email phi c gi i t mt a ch email cn hot ng.
4. Ngi gi cn loi b tt c nhng yu cu ng k trong
email trong vng 10 ng|y.
5. Email thng mi cn phi c a ch bu chnh c th ca
ngi gi.
6. Bt c email n|o cha c s ng ca ngi nhn cn
phi ni r l| email qung c{o v| d|nh cho ngi nhn la
chn t chi tip tc nhn email.
120
Vi tt c c{c ISP, th r{c l| mt mi lo ngi thc s, nht l|

vi c{c ISP ln. H c nhiu b lc v| hng dn gip chng li
vic gi mo tn min email cng nh c{c loi th r{c.
Ng|y nay, nhiu ISP to ra c{c "whitelist". Whitelist l| danh
s{ch c{c a ch IP x}y dng c mi quan h tt v| c danh
ting tt trong vic tu}n ch c{c tiu chun v email. Nu bn nm
trong mt whitelist, tn min ca bn c nhiu c hi gi c
email th|nh cng, v th, hy ngh c v|o whitelist. Nh
ni trn, Email Marketing Vang Xa duy tr trng th{i whitelist
vi tt c ISP ln c cung cp whitelist. Di }y l| mt s thng
tin b sung v c{ch chng th r{c ca c{c ISP ln.
Microsoft (MSN / Hotmail)
Microsoft l|m vic vi c{c kh{ch h|ng ca h cng nh
nhng i t{c kh{c trong cng lnh vc bo v email tt hn
bng mt cng c truyn thng cn thit. Cng ty n|y s hu c{c
cng ngh x{c nhn email nh Sender ID Framework (SIDF) v|
ang tip tc u t v|o c{c s{ng kin chng spam, chng spoofing
v| chng phishing. Microsoft dng mt cng ngh lc ni dung
mi gi l| SmartScreen, l| mt h thng lc rt tinh vi. Microsoft
cng dng mt nh| cp blacklist thng mi l| Brightmail lc
email r{c. Bn c th v|o http://postmaster.msn.com tm hiu
thm.
121
Yahoo
Yahoo dng mt b lc ni dung gi l| SpamGuard.
SpamGuard t ng hng thng ip email m| n coi l| th r{c
v|o mt th mc ring - th mc "Bulk Mail" trong t|i khon ca
mi ngi dng. Yaho cng cung cp mt nt "spam" t pha
trn mi email ngi dng c th t thng b{o }y l| th r{c.
Ngi dng Yahoo cng c th thit t mt b chn c{c a ch
email hoc tn min ca tng ngi gi ring. Bn c th v|o
http://antispam.yahoo.com c thm thng tin.
Sender ID
Sender ID l| phng thc m| Microsoft bt u s dng
gn }y kim tra xem mt a ch email c thc s c gi ti
t cng ty m| c{c header trong thng ip cho bit. Sender ID c
k vng s l|m gim th cng nh nhng email gi mo v| la
o vi mc ch {nh cp thng tin t|i chnh ca ngi nhn.
Nu bn gi email ti c{c a ch @hotmail.com v|
@msn.com bn cn tu}n th chng trnh x{c minh email Sender
ID ca Microsoft trc th{ng 10 nm 2009. Sau th{ng 10 nm 2009,
tt c c{c email khng tu}n th Sender ID s khng gi ti c
c{c t|i khon Hotmail hoc MSN.
c Sender ID hy v|o http://anti-spamtools.org, l|m theo
nhng ch dn to bn ghi SPF v| thm a ch email ca m{y
ch email ca bn v|o danh s{ch "Outbound Mail Server Address"
vi c{c tn min ca bn. Bn c th cn ti tr gip t b phn IT
ca cng ty bn hoc cng ty cung cp host cho bn ho|n th|nh
qu{ trnh n|y.
122
Phn n|y s tng kt li cho bn nhng vn ct li, xc tch

bn ph{t trin hot ng email marketing ca mnh. l| nhng
nguyn tc quan trng nht
1. Ch gi email cho nhng ngi ng k hoc ngh nhn
email t bn. Ni dung ca email phi lin quan n nhng vn

ngi nhn quan t}m.
2. Tuyt i khng chia s hoc b{n danh s{ch email ca bn cho
nhng ngi kh{c,iu l| khng tn trng ngi nhn v|

l|m gim cht lng danh s{ch email ca chnh bn.
3. Nu bn khng c kh nng thit t mt h thng gi email,
tt nht l| hy s dng mt dch v email marketing trc tuyn.

4. Email ca bn nn bao gm c 2 phin bn: HTML v| Text.
Chng trnh c email ca ngi nhn s t ng nhn bit v|

chn nh dng email ngi nhn c th c.
5. Hy test k lng mu email ca bn vi nhiu chng trnh
c email kh{c nhau trc khi gi i, c bit l| vi Outlook

2007 & 2010. Gi i nhng mu email li s hy hoi danh ting
ca bn.
123
6. n}ng cht lng gi email, hy nh thm v|o c}u: chc
chn nhn c email ca chng ti, hy thm a ch email ca

chng ti info@company.com v|o Address Book ca bn.
7. ng s dng nguyn ch vit hoa hay qu{ nhiu du chm
than trong c}u tiu hay ni dung email, iu n|y s kch hot
b lc th r{c ca chng trnh c email.
8. t tn ngi gi l| tn cng ty hoc tn ca mt th|nh vin c
uy tn trong cng ty, hy gi nguyn tn ngi gi n|y trong

nhng ln k tip. iu quan trng nht ngi nhn m
email l| tn ngi gi c quen thuc vi h hay khng.
9. Nu bn gi email cho c{c doanh nghip, hy gi v|o c{c ng|y
t th Ba n th Nm h|ng tun. Thi gian gi tt nht l| sau

9:30 s{ng hoc 1:30 chiu, tr{nh gi email sau 4:00 chiu hoc
v|o cui tun. Nu bn gi email cho ngi tiu dng, hy gi
t 5:00 ti n 8:00 ti, v| gi v|o t th Ba n th Nm hoc
t ti th S{u n tra ng|y Ch nht.
124
M file Excel cha cc lin h. Thng thng, file Excel ca bn

c dng nh sau:
Chn File >> Save As
- Phn Save as type bn chn th|nh CSV (MS-DOS)

- t tn cho file v| chn ni lu file, nhn Save lu li.
Nhn OK hoc Yes lin tc nu xut hin c{c hp thoi kh{c.
Sau khi thc hin c{c bc trn, bn c c mt file CSV.
125
M file Excel cha cc lin h. Thng thng, file Excel ca bn

c dng nh sau:
Do Excel khng h tr CSV dng Unicode nn bn khng th lu

th|nh file CSV ngay m| cn l|m theo c{c bc di }y.
Bn cn thm 1 ct pha trc ct u tin
in du v|o dng u tin ca ct va to v| ko th xung

ht to|n b danh s{ch:
Ct mi to s c nh hnh sau:
126
L|m tng t vi 1 ct ngay sau ct cui cng (trong hng dn

n|y l| ct G sau ct F), s c bng danh s{ch sau:
Chn File >> Save As
- Phn Save as type bn chn th|nh Unicode Text

- t tn cho file v| chn ni lu file.
Nhn OK hoc Yes lin tc nu xut hin c{c hp thoi kh{c.
127
M file bn va lu di dng Unicode Text (mc nh s m

bng NotePad)
Tip theo, bn s thc hin 3 lnh Replace thay th c{c khong

trng gia c{c ct bng c{c k t thch hp.
Bi en khong trng bt k gia du v| ct u tin (ct
STT), n chut phi, chn Copy:
Chn Edit >> Replace (hoc n phm Ctrl + H), mt ca s nh

hin ra:
128
- Nhp v|o Find what, n phi chut, chn Paste

- G du v|o Replace with:
- Nhn Replace All

C{c khong trng ct u mt, bn c file nh sau:
Thc hin lnh thay th tng t, ko chn khong trng gia

ct cui cng v| k t , dng lnh Replace thay bng
Ta c kt qu nh sau:
129
Thc hin lnh thay th tng t, ko chn khong trng gia 2

ct bt k, dng lnh Replace thay bng ,
Ta c kt qu nh sau:
Lu li File: Chn File >> Save As, phn Encoding chn UTF-8
130
C rt nhiu yu t {nh gi{ mt biu mu ng k hiu qu.

Bn c th tham kho nhng gi nh di }y.
1. V tr
Rt r r|ng c th nhn thy rng, khi ngi c email nhn bit
c nhiu ln v biu mu ca bn, h s d b thu ht hn
tham gia. Tuy vy, ngi c s d cm thy nh|m ch{n nu h
tip xc qu{ thng xuyn vi nhng biu mu n|y. Do vy, cn
phi bit c nhng v tr thu ht nht c th t nhng biu
mu ng k n|y.
Nhng v tr tt nht nn c s dng l|: gc trn bn phi, trn
thanh menu bn tr{i hoc v tr di cng ca trang sau mc lc.
2. S n tng
Mt biu mu ng k hiu qu cn mt s n tng ring. To
c s n tng i vi ngi c l| cha kha quyt nh thu
ht v| thuyt phc ngi c tin tng v| li thng tin c{ nh}n
cho bn.
3. u i cho ngi ng k
u i cho ngi ng k c hiu l| u i d|nh ring cho
nhng i tng ng li thng tin c{ nh}n v| nhn email t
bn. Nhng u i n|y c th l| u i gim gi{, sn phm khuyn
mi. Ngay trong ni dung email ca bn, hy cung cp cho ngi
nhn nhng m khuyn mi hay lin kt n ch u i h s
c nhn.
131
4. Thit k
Mt form ng k c thit k cn thn c th ci thin {ng k
s tng t{c gia ngi gi v| ngi nhn. Ngi nhn s tr nn
ho|i nghi khi h nhn c mt biu mu ng k phc tp v|
khng r r|ng. S l| khn ngoan hn rt nhiu nu bn c th n
gin ha ti a biu mu ng k km theo. Hy tp trung v|o
thng tin lin h ch yu trc, sau ty v|o mi quan h gia
ngi gi v| ngi nhn hy thm v|o chi tit hn. C{ch n gin
nht, hy hi v tn h v| a ch email ca ngi nhn. Bn cnh
, hy tm tt chnh s{ch bo mt thng tin c{ nh}n kh{ch h|ng
ca bn v| nhng g ngi nhn s c hng sau khi ng k.
132
Danh mc thut ng c cung cp nh mt t in gip bn

nhanh chng hiu c ngha ca c{c thut ng trong email
marketing. Ngo|i ra, }y cn l| phn c ng li c{c kin thc
c trnh b|y trong c{c phn ca s{ch.
Mt s thut ng s c gi nguyn tn trong ting Anh, mt s
kh{c c dch ra ting Vit hoc dng song ng ty theo mc
ph bin v| nhm mc ch gip bn d d|ng nm bt v| ghi
nh n.
Above-the-fold (Trn-np-gp): nguyn tc thit k theo bn
nn a nhng ni dung quan trng, sc tch nht v|o trong
khong 400-450 pixel u tin ca email theo chiu dc. Khi ngi
nhn m email, h s thy phn n|y ngay, khng cn phi cun
chut xung.
ASP: ASP l| vit tt ca Application Service Provider - Nh| cung
cp Dch v ng dng. V c bn, l| mt t chc cung cp cp
cng c phn mm da trn nn tng web. Vang Xa Email
Marketing l| mt v d v ASP.
Autoresponder: T phn hi. Mt email c thit t t ng
gi ngay lp tc hoc sau mt thi gian ti mt ngi n|o sau
khi ho<
133
Blacklist: Danh s{ch c{c tn min v| a ch IP b thng b{o

hoc b kt ti l| gi th r{c. Bn c th kim tra c{c blacklist ti
www.openrbl.org v| www.dnsstuff.com
Bonded Sender (Ngi gi c m bo): mt loi bo him gi
email, nhn ca cng ty c ph chun d|nh cho c{c cng ty
email marketing. V d: Nu bn mua IronPort Bonded Sender
Certificate, h s m bo rng email ca bn c chuyn ti
nhng IPS ln m| h c mi quan h.
Bounce (Email hng): C{c email c gi tr li cho ngi gi v
a ch ca ngi nhn khng tn ti hoc hin ti khng hot
ng.
Call-to-Action (Mi gi hnh ng): phn thng ip bn a ra
trong email hng ngi c n mt h|nh ng c th nh
nhn v|o nt Mua h|ng, ng k, click v|o mt ng link,<
C nhn ha email: kh nng gi i c{c email mang c{c thng tin
ring ca tng ngi nhn . V d, email thng c m u
bng Ch|o Bn, bn c th c{ nh}n ha email bng c{ch thay li
ch|o chung chung bng Ch|o %%name%%. Khi email c gi
i, h thng s t ng thay %%name%% bng tn ca tng ngi
nhn. Anh Tng khi nhn c email s thy l| 'Ch|o Tng!'. }y
l| mt cng c rt mnh bn gi i c{c thng ip th}n thin ti
nhng ngi nhn tin. Mt v d ca mu email c c{ nh}n ha
nh sau:
Ch|o %%firtsname%% %%lastname%%,
Mong rng qu kh{ch s h|i lng vi c{c sn phm v| dch v m| chng ti
cung cp.
134
Rt cm n qu kh{ch mua %%product%% v|o ng|y %%date%% ti siu

th ca chng ti.
C s d liu (Database): lu tr c{c bn ghi. C s d liu

c t chc th|nh c{c bng. C{c bng chia th|nh c{c ct v| c{c
dng. D liu c lu trc trong mt trng (mt ). C{c loi c
s d liu web ph bin bao gm SQL v| MySQL.
CSV (Comma separated value): Mt nh dng c trng bng
vic mi trng c ngn c{ch bi mt du phy. VD: Nguyn
Vn,Minh,minhnv@company.com,Nam,35.
Custom field (Trng ty chnh): C{c trng dng c{ nhn ha
ni dung email (dng nh chc nng trn th trong Word v|
Outlook). C{c trng ty chnh n|y cho php c{c kh{ch h|ng ca
chng ti nhp v| lu tr thng tin b sung ca mi lin h nh
a ch, ng|y sinh, thi quen mua sm, ghi ch...
Delivery speed (Tc gi email): Cho bit phn mm email c
th gi email nhanh ti mc n|o
Da trn nn tng web (Web-based): phn mm c th ng nhp
v| s dng trc tuyn.
Email client (Chng trnh c email): Ngi nhn dng phn
mm c email xem email ca h. C{c phn mm c email ph
bin bao gm Microsoft Outlook, Thunderbird v| c{c phn mm
c email trn nn tng web nh Gmail, Yahoo, Hotmail.
Mt iu {ng lu l| c{c chng trnh c email s hin th c{c
email HTML kh{c nhau. iu c ngha l| mt email hin th tt
135
trn Yahoo th cha chc n s hin th tt trn Gmail hay MS

Outlook.
Email cho mng (Welcome email): email c gi ti nhng
ngi nhn sau khi h ng k nhn mt bn tin.
ESP (Email Service Provider): Nh| cung cp dch v Email
Marketing. C{c ASP (xem ASP - Nh| cung cp dch v ng dng)
l| mt v d v ESP.
Feedback loop: Thit t vi ISP. Mt khi feedback loop c thit
t, ISP s lin h vi bn b|n v nhng ph|n n|n. Nu
feedback loop khng c thit t, ISP c th blacklist bn m|
khng cho bn c hi thanh minh. AQL, Juno, Netzero c cung cp
feedback loop.
Header email (Message headers): phn text/coder n pha trn mi
thng ip email. Mi email gi i u c mt header.
HTML (Hyper text markup language): Ngn ng {nh du siu
vn bn. Mt ngn ng lp trnh c bn trn Internet.
ISP (Internet Service Provider): Nh| cung cp dch v Internet.
Nh| cung cp c{c dch v Internet bng thng rng hoc quay s.
Vit Nam, c{c ISP ln nht l| VNPT, FPT, Viettel. Trn th gii l|
AOL, Juno, Netzero, Earthlink, Time Warner...
Lp lch gi email (Scheduling): Tnh nng cho php thit t thi
gian bt u gi email i ti mt thi im trong tng lai.
136
Link dng nhn tin (Unsubscribe link): ng link thng t

cui cng trong email cho php ngi nhn dng nhn tiin hoc
sa i thng tin ca h.
Mu email HTML: Mt mu ha c thit k sn bng HTML
bn ch cn chn thm c{c ni dung l| to th|nh mt bn tin
email.
Multi-part MIME (MIME a phn): Tt c c{c thng ip email
u c mt header gi l| Content-Type. Mt thng ip c th gi
di dng text, text/html, hoc multipart/alternative. Nu n c
gi i dng multipart/alternavite, thng ip gi i s c nh
dng th|nh MIME a phn. T{c dng ca gi MIME a phn l|
email s t ng hin th dng HTML nu chng trnh c email
ca ngi nhn c th c HTML, v| tr v dng text nu chng
trnh c email khng th c HTML, hoc tnh nng c HTML b
tt. Vi email MIME a phn, c thng ip HTML v| thng ip
Text u ng gi i. Gia thng ip HTML v| thng ip Text
c mt ranh gii. Danh gii n|y c nh ngha trong header
Content-Type.
OpenRBL.org: Mt website cho php xem tn min hoc IP c b
blacklist khng
Opt-in: Mt kh{i nim dng ch nhng nhn nhn ng
nhn bn tin email. Nu h ng k thng qua website ca bn,
h l| opt-in. Nu bn s dng mt phn mm thu thp a ch
email trn Internet v| sau thm h v|o danh s{ch nhn tin ca
h, khng phi l| opt-in. Chin thut n|y ng c dng bi
nhng ngi ph{n t{n th r{c.
137
Permission-based (c php ca ngi nhn): Xem Opt-in. V

c bn, danh s{ch c php ca ngi nhn l| danh s{ch ch cha
nhng ngi nhn opt-in v| khng cha bt c danh s{ch n|o c
c do mua b{n hoc danh s{ch nhng ngi hi nhn mt loi
bn tin nhng li nhn c nhng bn tin kh{c m| h khng yu
cu (v d c{c thng tin qung c{o hoc c{c ch kh{c).
Phn mm email marketing: cho php bn gi i c{c bn tin ti
c{c danh s{ch ca bn v| theo di kt qu. C{c tnh nng tiu
chun bao gm: c{ nh}n ha ni dung email, lp lch gi email, v|
x l email hng.
Phn mm qun l danh sch email: phn mm cho php bn thu
thp, nhp, v| qun l nhng ngi nhn tin.
ROI (Return on investment): T sut ho|n vn. Tnh bng lng
tin thu c t mt khon u t chia cho u t ban u.
Signup form (Form ng k): Mt form dng t trong mt
website, cho php kh{ch ng k nhn bn tin ca cng ty.
SpamCop.net: l| mt blacklist. Mt dch v theo di Th r{c v|
chuyn tip c{c ph|n n|n th r{c ti c{c ISP v| c{c cng ty hosting.
Nu bn khng c mi quan h hoc feedback loop vi c{c ISP, ch
sau mt s ln ph|n n|n gi ti c{c ISP hoc cng ty hosting, truy
cp internet hoc hosting ca bn c th b ng. Nu bn b
blacklist by Spamcop, bn cn lin h vi h.
Thng k: Tnh nng dng theo di lng m, lng click,
lng email hng, lng ngi dng nhn tin,...
138
Th rc (Spam): c{c email gi i m| ngi nhn mong mun v|

khng c php ca ngi nhn. Kh{i nim n|y cn c dng
bng mt s thut ng kh{c: junk email, bulk email, unsolicited
commercial email (email thng mi khng t nguyn).
Thu thp email: dng mt phn mm qut (scan) ly c{c a ch
email t c{c trang web. Phn mm n|y hot ng bng c{ch tm
trong tt c c{c trang lin kt t mt a ch website hoc da trn
c{c iu kin tm kin trong c{c trang tm kim.
T l click: s lng click v|o tng ng link trong email chia
cho tng s email
UCE (Unsolicited commercial email): Mt tn kh{c ca th r{c.
Whitelist: ngc li vi blacklist. Mt s ISP lit k c{c trang c
mi quan h tt v| {ng tin cy i vi h. Nu bn {p ng c
c{c tiu chun ca h, bn s c th c thm v|o whitelist. Nu
bn nm trong mt whitelist, email ca bn c nhiu c hi gi
th|nh cng hn.
WYSIWYG: vit tt ca "What You See IS What You Get" (iu bn
thy l| iu bn thu c). Ch mt loi trnh son tho HTML cho
php ngi dng s dng mt chng trnh tng t nh
Microsofr Word d d|ng thit k mt mu email hoc mt trang
web m| khng cn phi vit code.
Xc nhn n (Single opt-in): Mt ngi nhn tin ng k thng
qua website v| h khng cn phi x{c nhn li a ch email ca
mnh (bng c{ch click v|o ng link trong email x{c nhn hoc
phn hi li email ). Hu ht nhng ngi ch s hu c{c bn
139
tin u a thch x{c nhn n, v n ti a ha s ngi nhn tin

trong mt danh s{ch, mc d c th c nhiu a ch email km.
Xc nhn kp (Double opt-in hay confirmed opt-in): X{c nhn kp
l| khi mt ngi ng k nhn mt bn tin thng qua website v|
sau , c mt email x{c nhn c gi cho ngi , ngi ch
c thm v|o danh s{ch nhn tin nu anh ta x{c nhn a ch
email ca anh ta v| mong mun nh}n bn tin. Thng thng,
ngi phi a) click v|o mt ng link trong email b) phn hi
li email. Qu{ trnh gi l| x{c nhn kp. Dng x{c nhn kp s
em li cho ngi s hu danh s{ch mt danh s{ch sch (khng c
a ch hng) v| t b ph|n n|n th r{c, mc d s b mt nhiu
ngi nhn tin, nhng ngi v l do n|y hay l do kh{c quen
x{c nhn li ng k nhn tin ca h.
Xem email vi cc chng trnh khc nhau: Tnh nng cho php
xem th email trong c{c phn mm c email nh Gmail, Yahoo,
MS Outlook... trc khi email c gi i.
140
Nhng t|i liu v| cng c sau }y s rt hu ch cho bn khi tm

hiu v email marketing:
Email Marketing For Dummies

T{c gi: John Arnold
Nm: 2007
Ngn ng: ting Anh
Email Marketing An Hour A Day

T{c gi: Jeanniey Mullen & David Daniels
Nm: 2009
Ngn ng: ting Anh
The Insider Secret To Email Marketing
T{c gi: Derek Gehl
Nm: 2007
Ngn ng: ting Anh
Best Practices for Email Marketing
T{c gi: Ryan P. M. Allis
Nm: 2009
Ngn ng: ting Anh
141
http://www.emailreach.com
Cng c o lng kh nng ph}n phi email.
Ngn ng: ting Anh
http://www.litmus.com
Cng c xem trc email vi c{c chng
trnh c email kh{c nhau. H tr ti hn 30
chng trnh.
Ngn ng: ting Anh
142
Dng Minh Thng

Anh l| ngi ng s{ng lp ca Email Marketing
Vang Xa dch v email marketing trc tuyn
trn gi u tin ca Vit Nam.
T nm 2008, anh v| c{c ng nghip
trc tip t vn trin khai email marketing
cho hn 800 cng ty v| nhiu i t{c agency
qung c{o.
Nguyn Hng Phc
Vi vai tr Ph tr{ch Kinh doanh ca Email

Marketing Vang Xa, kinh nghim, kin thc
v| nhng tng s{ng to ca ch gip
c{c doanh nghip thu c gi{ tr thc s
trong tng chin dch.
Ch hin cng l| ngi ph tr{ch chnh ph{t
trin cng ng chia s kin thc Tt Tn Tt
http://tattantat.edu.vn.
143
Bi Nht Hong
Ho|ng l| designer ch cht ti Vang Xa v|
ph tr{ch B phn R&D. Anh thit k trn
mt nghn mu email HTML. Phong c{ch ca
anh em li s n gin, n tng cho tng
email. Phn mm thit k a thch ca anh l|
Dreamweaver v| Photoshop.
Nguyn Khnh Ly
Ly ph tr{ch H tr kh{ch h|ng ca Email
Marketing Vang Xa. Hn ai ht ch l| ngi
thu hiu r c{c vn doanh nghip gp
phi khi trin khai email marketing. Ch lun
sn s|ng chia s v| t vn ti u hiu qu
cho tng chin dch email.

Trn c Hiu
L| ngi s{ng lp v| trng b phn k
thut ca Email Marketing Vang Xa, Hiu l|
chuyn gia h|ng u trong lnh vc n|y.
iu anh quan t}m nht khi ph{t trin ng
dng l| s th}n thin vi ngi dng, kh
nng ph}n nhm kh{ch h|ng v| o lng
chnh x{c hiu qu ca mi n lc
marketing.
144
Cng ng chia s kin thc Tt Tn Tt

http://tattantat.edu.vn
145

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E Mail Marketing

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Tt tn tt v Email Marketing

Phin bn 2.0 2013

Email dng nh l| mt cng c marketing tuyt vi cho n khi

Bn c th ngay lp tc {p dng nhng th thut c miu t

Cui cng, d bn c to|n b quyn s{ch hay i thng v|o phn

T|i liu n|y nhm mc ch cung cp cho cng ng c{c doanh

Nu bn c ht c{c phin bn trc ca cun s{ch n|y, bn s

Ph}n bit 5 loi thng ip email qua kinh nghim t Apple

C{c tiu ch gip bn chn la phn mm email marketing

Hng dn thit k email hin th tt vi Outlook 2007 &

o lng ROI trong email marketing

Bn s thy g trong t|i liu n|y

Chng 1. n tng u tin

Ti sao ti phi s dng Email Marketing?

Email Marketing kh{c vi Spam nh th n|o

3 bc c bn nht khi trin khai Email Marketing

X}y dng danh s{ch email

5 loi thng ip email B|i hc t Apple

Lp k hoch email marketing

Chng 2. X}y dng danh s{ch email

Phng ph{p x}y dng danh s{ch email

Kt ni Form ng k nhn tin trn website ca bn vi

Tng hp thng tin v kh{ch h|ng hin ti

X{c nhn ng k nhn tin

C{c phng thc x{c nhn

Bn nn chn loi x{c nhn n|o

Chin lc cho c ba m hnh

Ph}n nhm danh s{ch ngi nhn

Chng 3. Thit k Email

C{c nguyn tc v|ng trong thit k email

Khng qu{ rng

Ph hp vi nhn din thng hiu

Hn ch File nh km & Gi email c kch thc nh 61

C{ nh}n ha ni dung email

Phin bn TEXT v| HTML

Tng thch vi chng trnh c email

Thit k email hin th tt vi Outlook 2007 & Outlook 2010 71

Nhng kinh nghim thit k vi Outlook 2007

Chng 4. Gi chin dch email

Liu ti c cn phn mm email marketing trc tuyn

Phn mm Email Marketing cn c chc nng g

Tn ngi gi v| Tiu ca email

Thi im thch hp gi email

Chng 5. {nh gi{ kt qu

Thng k t phn mm email marketing

Thng k Email hng (Bounce email)

Thng k t kt qu kinh doanh

T l phn hi (Response Rate)

T l chuyn i (Conversion rate)

ROI (Return on Investment)

Chng 6. Ti u chin dch email

Video Email Marketing

Tch hp Social Media

Chng 7. Inbox hay l| Cht

a ch ca bn nm trong danh b email ca ngi nhn

Gim t l email hng

Nhng t cn tr{nh trong email

Khi chnh kh{ch h|ng ca bn coi bn l| spammer

Nhng ISP ln & c{ch h qun l th r{c

Ph lc A. Th thut Email Marketing

9 li khuyn quan trng cho ngi l|m Email Marketing

Hng dn chuyn t nh dng Excel sang CSV

Trng hp File excel khng s dng ting Vit