/14-email-marketing

name: 14-email-marketing
description: "Dung khi can xay chuoi email hoac Zalo OA gui theo kich ban — welcome series, nurture, promotion, win-back: phan tep, luong automation, subject line, tan suat gui, A/B test va KPI open/click. Kich hoat khi user nhac 'email marketing', 'chuoi email tu dong', 'welcome email', 'email nurture', 'broadcast Zalo OA', 'co list ma khong biet gui gi', 'email khong ai mo', 'cham soc khach qua Zalo'. Khong dung cho — code file HTML email chay duoc tren moi client thi dung skill 49-html-email-template; xay he thong giu chan khach da mua thi dung skill 69-giu-chan-khach-hang; thiet ke qua tang doi thong tin lien he thi dung skill 70-lead-magnet."
argument-hint: "<audience + objective + sequence type>"
metadata:
  version: 2.1.2
  category: operations
triggers:
  - "email marketing"
  - "chuoi email"
  - "email tu dong"
  - "welcome email"
  - "email nurture"
  - "email sequence"
  - "Brevo"
  - "thiet lap email"
  - "Zalo OA broadcast"
  - "broadcast Zalo"
  - "tin Zalo cham soc khach"
output: File .md chua chien luoc email marketing day du — sequence template, automation flow, subject line, segmentation, A/B test, va KPI tracking
related:
  - 01-lich-noi-dung
  - 05-copy-quang-cao
  - 09-insight-khach-hang
  - 12-brief-landing-page
  - 15-social-listening
  - 49-html-email-template
  - 13-phan-tich-du-lieu

Email Marketing

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

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Thu thap thong tin

Hoi user toi da 4 cau:

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

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Nguyen tac cot loi

| Nguyen tac | Giai thich | |------------|-----------| | Gia tri truoc ban hang | 80% email cung cap gia tri, 20% email ban hang | | Phan khuc truoc gui | Khong bao gio gui cung 1 email cho toan bo list | | 1 email = 1 muc dich | Moi email chi co 1 CTA chinh | | Mobile-first | 70%+ doc email tren dien thoai — thiet ke cho man hinh nho truoc | | Test lien tuc | A/B test subject line va thoi gian gui moi tuan | | Ton trong nguoi nhan | Co link unsubscribe ro rang, khong spam |

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Cau truc 1 email

| Thanh phan | Gioi han | Vai tro | |------------|---------|--------| | Subject line | 50 ky tu (30 ky tu hien thi tren mobile) | Quyet dinh open rate | | Preview text | 90 ky tu | Bo sung cho subject line, tang open rate | | Header | Logo + ten thuong hieu | Nhan dien nhanh | | Body | 150–300 tu (nurture), 100–200 tu (promotion) | Noi dung chinh | | CTA | 1 CTA chinh, toi da 1 CTA phu | Chuyen doi | | Footer | Unsubscribe + dia chi + lien he | Tuan thu phap luat |

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Cong thuc Subject Line

5 cong thuc hieu qua

| Cong thuc | Vi du | Khi dung | |-----------|------|---------| | **Curiosity** (To mo) | "Dieu 90% nguoi lam sai khi [chủ de]" | TOFU, nurture | | **Benefit** (Loi ich) | "[Ket qua] trong [thoi gian] — day la cach" | MOFU, nurture | | **Urgency** (Khan cap) | "Con 24h — [uu dai] het han ngay mai" | BOFU, promotion | | **Personalization** (Ca nhan) | "[Ten], minh co thu nay cho ban" | Re-engage, VIP | | **Number** (So lieu) | "5 buoc de [dat ket qua] — buoc 3 quan trong nhat" | Giao duc, nurture |

Quy tac subject line

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

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Phan khuc doi tuong (Segmentation)

Theo hanh vi

| Nhom | Tieu chi | Email phu hop | |------|---------|--------------| | Active | Mo email trong 30 ngay gan nhat | Tat ca loai email | | Warm | Mo email 31–60 ngay truoc | Nurture + offer nhe | | Cold | Khong mo email 60+ ngay | Re-engage sequence | | Engaged | Click link trong 14 ngay | Offer cu the, BOFU | | New | Dang ky trong 7 ngay | Welcome sequence |

Theo lich su mua hang

| Nhom | Tieu chi | Email phu hop | |------|---------|--------------| | Chua mua | Dang ky nhung chua mua | Nurture → Trial offer | | Da mua 1 lan | Mua 1 lan, chua quay lai | Re-purchase offer + cross-sell | | Khach trung thanh | Mua 3+ lan | VIP offer, loyalty, referral | | Khach cu (Churned) | Mua truoc, khong hoat dong 90+ ngay | Win-back offer |

Theo muc do quan tam

| Nhom | Tieu chi | Email phu hop | |------|---------|--------------| | Quan tam [A] | Click vao noi dung ve [chu de A] | Noi dung sau ve [A] | | Quan tam [B] | Click vao noi dung ve [chu de B] | Noi dung sau ve [B] | | Chua xac dinh | Chua click du de phan loai | Survey email hoac noi dung da dang |

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Sequence Template

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

| # | Thoi diem | Subject line | Noi dung chinh | CTA | |---|----------|-------------|----------------|-----| | 1 | Ngay lap tuc | "Chao mung [Ten] — day la mon qua cho ban" | Gioi thieu thuong hieu + giao gia tri ngay (ebook, checklist, voucher) | Download/Su dung ngay | | 2 | +2 ngay | "[Ten], 3 dieu ban nen biet ve [thuong hieu]" | Cau chuyen thuong hieu + gia tri khac biet + social proof | Doc them tren blog/website | | 3 | +4 ngay | "Cach [thuong hieu] giup [X nguoi] dat duoc [ket qua]" | Case study/Testimonial + CTA den buoc tiep theo | Dat lich / Xem san pham |

Nurture Sequence (5 email — gui sau Welcome)

| # | Thoi diem | Chu de | Loai noi dung | |---|----------|--------|--------------| | 1 | +7 ngay | Giai quyet pain point #1 | Giao duc — chia se kien thuc | | 2 | +10 ngay | Giai quyet pain point #2 | Giao duc — huong dan cu the | | 3 | +14 ngay | Social proof manh | Case study + so lieu ket qua | | 4 | +17 ngay | Soft offer | Gioi thieu san pham/dich vu nhu giai phap | | 5 | +21 ngay | Hard offer + khan cap | Uu dai co thoi han + CTA manh |

Re-engage Sequence (3 email — gui cho nhom Col