/14-email-marketing

name: 14-email-marketing
description: Thiet lap va van hanh email marketing — welcome series, nurture, promotion, re-engage — toi uu cho thi truong Viet Nam
argument-hint: "<audience + objective + sequence type>"
metadata:
  version: 2.1.1
  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.

---

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?

---

Nguyen tac cot loi

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

---

Cau truc 1 email

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

---

Cong thuc Subject Line

5 cong thuc hieu qua

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

Quy tac subject line

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

---

Phan khuc doi tuong (Segmentation)

Theo hanh vi

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

Theo lich su mua hang

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

Theo muc do quan tam

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

---

Sequence Template

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

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

Nurture Sequence (5 email — gui sau Welcome)

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

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

| # | Thoi diem | Subject line | Noi dung chinh | CTA | |---|----------|-------------|----------------|-----| | 1 | Ngay 1 | "Lau roi khong gap [Ten] — minh nho ban" | Nhac lai gia tri + hoi co con quan tam khong | Click de tiep tuc nhan email | | 2 | +3 ngay | "[Ten], day la thu minh danh rieng cho ban" | Offer doc quyen cho nguoi quay lai | Su dung offer | | 3 | +7 ngay | "Email cuoi cung — ban co muon tiep tuc?" | Thong bao se ngung gui neu khong phan hoi | Click de o lai / Tu dong xoa |

Promotional (1 emai