Giáo Trình Tất Tần Tật Về Email Marketing

TҤt tҥn tҨt vҲ
Email Marketing
ǀϭ͘ϬΞBlinkContact - 2010


MҗC LҗC
ts
GiӀi thiҵu

1

LӁi mӂ Ĝҥu

1

BҢn sҰ thҤLJŐŞƚƌŽŶŐƚăŝůŝҵƵŶăLJ

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<ŚĄŝŶŝҵŵĐҿďңn

3

EŵĂŝůDĂƌŬĞƚŝŶŐůăŐŞ͍

3

TҢŝƐĂŽƚƀŝƉŚңi sӊ dӅng Email Marketing?

3

ŵĂŝůDĂƌŬĞƚŝŶŐŬŚĄĐǀӀŝ^ƉĂŵŶŚӇƚŚұ ŶăŽ

4

ϯďӇӀĐĐҿďңn triҳn khai Email Marketing

4

ĄĐďӇӀc thӌc hiҵn chiұn dҷch email marketing

6

LҨp kұ hoҢch email marketing

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yąLJĚӌŶŐĚĂŶŚƐĄĐŚĞŵĂŝů

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dƀŝĐſƚŚҳ mua lҢŝĚĂŶŚƐĄĐŚĞŵĂŝůŬŚƀŶŐ͍

7

WŚӇҿŶŐƉŚĄƉdžąLJĚӌŶŐĚĂŶŚƐĄĐŚĞŵĂŝů

9

ҷnh dҢng dӋ liҵu

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WŚąŶŶŚſŵ ĚĂŶŚƐĄĐŚŶŐӇӁi nhҨn

12

Thiұt kұ email

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NҾi dung email

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EŐƵLJġŶƚҩĐǀăŶŐƚƌŽŶŐƚŚŝұt kұ

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ѵnh hay chӋ

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TEXT hay HTML

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dӇҿŶŐƚŚşĐŚǀӀŝĐŚӇҿŶŐƚƌŞŶŚĜҸc email

18

GӊŝǀăƚŚĞŽĚƁŝŬұt quң

20

LiҵƵĐſƚƀŝĐҥn phҥn mҲm email marketing trӌc tuyұŶĐŚƵLJġŶŶŐŚŝҵp

20

ThӁŝĜŝҳŵƚŚşĐŚŚӄƉĜҳ gӊi email

21

ƀŶŐĐӅ ĜĄŶŚŐŝĄŬұt quң

22

10 lӁŝŬŚƵLJġŶƋƵĂŶƚƌҸŶŐĐŚŽŶŐӇӁŝůăŵŵĂŝůDĂƌŬĞƚŝŶŐ

TҺŝӇƵĐŚŝұn dҷch email
dġŶŶŐӇӁi gӊŝǀădŝġƵĜҲ cӆa email

25

26
26


Tҥn suҤt gӊi email

27

ĄŶŚąŶŚſa nҾi dung email

28

yąLJĚӌŶŐĚĂŶŚƐĄĐŚŬŚĄĐŚŚăŶŐ

29

NhӋng mҮo nhҹ Ĝҳ ĐſŵҾt form ĜĉŶŐŬljŚŝҵu quң

31

Tӌ phңn hһi

32

Tӌ ŚăŶŚĜҾng

33

Thӊ tӉng phҥn

33

CuҾc chiұn Inbox

34

ҷa chҶ cӆa bҢn nҪm trong danh bҢ email cӆĂŶŐӇӁi nhҨn (Address books)

34

Nghҷ ĜҷŶŚϵϬǀăĂŶ-Spam

34

ůĂĐŬůŝƐƚ;ĂŶŚƐĄĐŚĜĞŶͿ

36

NhӋng tӉ cҥŶƚƌĄŶŚƚƌŽŶŐĞŵĂŝů

36

Giңm tӏ lҵ email hҹng

37

ƶŶŐŚĂLJŬŚƀŶŐĚƶŶŐyĄĐŶŚҨŶŬĠƉ;ŽƵďůĞKƉƚ-In)

38

NhӋng ISP lӀn nhҤƚΘĄĐŚŚҸ quңŶůljƚŚӇƌĄĐ

39

yƵŚӇӀŶŐƉŚĄƚƚƌŝҳn cӆa Email Marketing

41

Video Email Marketing

41

dşĐŚŚӄƉ^ŽĐŝĂůDĞĚŝĂǀăŽŵĂŝůDĂƌŬĞƚŝŶŐ

42

PhӅ lӅc A. Danh mӅc thuҨt ngӋ

44

PhӅ lӅĐ͘dăŝŶŐƵLJġŶŚӋƵşĐŚ

49

VҲ ĐĄĐƚĄĐŐŝң

50


GiӀi thiҵu
LӁi mӂ Ĝҥu
(PDLOGѭӡQJQKѭOjPӝWF{QJFө marketing tuyӋt vӟi ± FKRÿӃn khi bҥQQJKƭYӅ tҩt cҧ nhӳng
WKѭUiFÿDQJOjPWҳc nghӁn inbox cӫa bҥn. NhӳQJGƭQKLrQWK{QJÿLӋp cӫa bҥQNK{QJSKҧi
OjVSDP9ұy OjPWKӃ QjRÿӇ GQJHPDLOPjNK{QJWUӣ WKjQKPӝt spammer?
/jPÿ~QJFiFKHPDLOPDUNHWLQJVӁ ÿHPOҥi hiӋu quҧ cao. Tҩt tҫn tұt vӅ (PDLO0DUNHWLQJFy
thӇ JL~SEҥn gӱLWK{QJÿLӋp cӫa bҥn tӟLKzPWKѭLQER[Fӫa thӃ giӟi theo nhӳQJWLrXFKXҭn
FKX\rQQJKLӋSWăQJ khҧ QăQJJӱLHPDLOWKjQKF{QJWKӵc hiӋn chiӃQOѭӧc email marketing

cӫa bҥQSKKӧp vӟLFiFTX\ÿӏQKSKiSOXұt. Bҥn sӁ NKiPSKiUDQKӳQJEtPұWÿӇ tҥRFiF
WK{QJÿLӋp email hҩp dүQYjFKX\rQQJKLӋSWKHRG}LNӃt quҧ, kiӇPWUDFKѭѫQJWUuQKFӫa bҥn
FyKRҥWÿӝQJKD\NK{QJ%ҥn sӁ FyWKӇ:
‡ 3KiWWULӇn mӝt chiӃQOѭӧFWKjQKF{QJ[k\GӵQJGDQKViFKHPDLOFKҩWOѭӧQJYj
WuPÿѭӧFWKjQKF{QJ
‡ ĈһWUDFiFPөFWLrXNKҧ thi
‡ 7ăQJWӹ lӋ RSHQYj[HP[HPDLÿmPӣ email cӫa bҥn
‡ QuyӃWÿӏQKFyGQJPӝWQKjFXQJFҩp dӏch vө email KD\NK{QJ
‡ ;k\Gӵng quan hӋ vӟLFiFNKiFKKjQJFӫa bҥn
‡ 7XkQWKӫ FiFTX\ÿӏnh vӅ chӕQJWKѭUiF
‡ KӃt hӧp email vӟLFiFSKѭѫQJWLӋQPDUNHWLQJNKiF
6iFKÿѭӧc viӃt cho nhӳQJQJѭӡi kinh doanh mong muӕQWKXÿѭӧc lӧi nhuұn tӯ thӡi gian
FNJQJ QKѭ Qӛ lӵc marketing cӫa PuQK ' EҥQ ÿӑF WRjQ Eӝ quyӇQ ViFK KD\ ÿL WKҷQJ YjR
phҫn bҥn cҫn nhҩt, Tҩt tҫn tұt vӅ (PDLO0DUNHWLQJFNJQJEDRJӗm tҩt cҧ nhӳng kiӃn thӭFÿӇ
JL~S bҥn sӱ dөQJHPDLOPDUNHWLQJWKjQKF{QJWURQJNLQKGRDQK
BlinkContact Support Team

‹%OLQN&RQWDFWKWWSEOLQNFRQWDFWFRP

1


BҢn sҰ thҤLJŐŞƚƌŽŶŐƚăŝliҵƵŶăLJ
7K{QJTXDWjLOLӋXQj\FK~QJW{LPRQJPXӕn cung cҩp cho cӝQJÿӗQJFiFGRDQKQJKLӋSYj
nhӳQJQJѭӡLOjPPDUNHWLQJQKӳng kiӃn thӭc quan trӑQJÿӇ QKDQKFKyQJWLӃp cұQYjWKjQK
F{QJFQJHPDLOPDUNHWLQJ
x

PhҫQÿҫu cӫDWjLOLӋu sӁ cung cҩp cho bҥn NKiLniӋm Yj3 EѭӟFFѫEҧn ÿӇ thӵc hiӋn
email marketing

x

TiӃSWKHROjphҫQQkQJFDRÿѭDUDQKӳng kinh nghiӋPÿӇ bҥn tӕLѭXKyDFKLӃn dӏch
email marketing cӫDPuQK

x

Phҫn cuӕLÿӅ cұSÿӃn nhӳng [XKѭӟQJSKiWWULӇn cӫDHPDLOPDUNHWLQJWUrQWKӃ giӟi
trong thӡi gian tӟi

x

Phҫn phө lөFOjGDQKPөFFiFWKXұt ngӳ WKѭӡng gһp trong email marketing

‹%OLQN&RQWDFWKWWSEOLQNFRQWDFWFRP

2


<ŚĄŝŶŝҵŵĐҿďңn
EŵĂŝůDĂƌŬĞƚŝŶŐůăŐŞ͍
BҥQÿmEDRJLӡ nhұQÿѭӧc mӝt bҧn tin, mӝt tin khuyӃQPmLÿһc biӋt, hay mӝt lӡi mӡi tham
dӵ sӵ kiӋQTXD HPDLO FKѭD" 1Ӄu bҥn ÿm WKҩy WKu EҥQ ÿm Fy WUҧi nghiӋP Fѫ Eҧn vӅ email
marketing rӗLÿҩy.
'ѭӟLÿk\OjÿӏQKQJKƭDFӫa Google vӅ email marketing:
(PDLO PDUNHWLQJ Oj PӝW KuQK WKӭc marketing trӵc tiӃS WURQJ ÿy Vӱ dөQJ WKѭ ÿLӋn tӱ QKѭ
mӝWSKѭѫQJWLӋn giao tiӃp vӟi NKiFKKjQJ.
Email markHWLQJ  0DUNHWLQJ TXD HPDLO ÿѫQ JLҧn TXi phҧL NK{QJ 7UrQ WKӵc tӃ, email
marketing bao gӗm nhiӅu dҥng thӭc:

x

QuҧQJ FiR WӟL FiFNKiFKKjQJWLӅP QăQJ Gѭӟi dҥng email giӟi thiӋXWK{QJWLQVҧn
phҭm dӏch vө, bҧn tin khuyӃQPmLJLҧPJLi

x

Gӱi bҧn tin (newsletter) cұp nhұWWK{QJWLQGӏch vө, thӏ WUѭӡng, tin tӭc tӟLFiFNKiFK
KjQJÿmÿăQJNêQKұn tin

x

&KăPVyFFiFNKiFKKjQJKLӋn tҥi bҵQJFiFKJӱLFiFKѭӟng dүn sӱ dөng (manual),
WK{QJWLQKӳXtFKFiFebook, video

x

Gӱi thiӋSÿLӋn tӱ (e-FDUG
FKRNKiFKKjQJKLӋn tҥLYjR FiFGӏSÿһc biӋWQKѭVLQKQKұt
ÿӇ WăQJFѭӡng mӕi quan hӋ YjWăQJOѭӧQJNKiFKKjQJWUXQJWKjQK

x

Gӱi email mӡLWKDPJLDYjRFiFVӵ kiӋn trӵc tuyӃn WUrQZHEVLWH

x

vv«

TҢi sao ƚƀŝphңi sӊ dӅng Email Marketing?

+m\WKӱ WѭӣQJWѭӣng, bҥQFyPӝWGDQKViFKNKiFKKjQJYӟLÿҫ\ÿӫ WK{QJWLQKӑ WrQ
giӟLWtQKsӕ ÿLӋn thoҥi, HPDLOÿӏa chӍ OLrQKӋ«
Bҥn sӁ OjPJuÿӇ FKăPVyFKӑ KD\WK{QJEiRvӟi hӑ vӅ mӝt sҧn phҭm mӟi: gͥi 5.000 cuͱc
ÿL͟n tho̹i? g΅i 5.000 b΁FWḰWD\Wͳi t΃QJQJ́͵i?
ÿӗng cho mӛi cuӝFÿLӋn thoҥLSK~W%ҥn sӁ mҩt 10 triӋXÿӗQJYjJLӡ.
ÿӗng cho mӝWWHPWKѭ%ҥn sӁ mҩt 4 triӋXÿӗQJYj cҧ tuҫQOjPODRÿӝng.
&KLSKtFNJQJQKѭWKӡLJLDQÿӇ OjPYLӋFÿyU}UjQJOjNK{QJNKҧ thi.
May mҳn thay, Internet cung cҩp cho bҥn mӝWSKѭѫQJWKӭc kǤ diӋu, bҥn chӍ mҩWYjLJLӡ vӟi
FKLSKtYjLWUăPQJKuQĈyOjHPDLOPDUNHWLQJ Bҥn soҥn mӝt mүu email, sӱ dөng mӝt phҫn
mӅPHPDLOPDUNHWLQJÿӇ gӱLÿLYjFKӡ ÿӧi nhӳng phҧn hӗi.

‹%OLQN&RQWDFWKWWSEOLQNFRQWDFWFRP

3


4XDÿyGӉ GjQJWKҩ\ÿѭӧc nhӳQJѭXÿLӇm cӫa email markeWLQJQKѭFKLSKtWK̽p, th͵i gian
thΉc hi͟QQKDQKFKyQJFKRSK̻n hͫi ngay lͅp t΁c«
Mӝt tұSÿRjQWRjQFҫXQKѭ+3FKҷng hҥQOjPWKӃ QjRÿӇ hӑ chӫ ÿӝng tiӃp cұQYjFKăP
VyFÿѭӧFKjQJFKөFQJKuQNKiFKKjQJFӫDPuQKWUrQNKҳp thӃ giӟi?
Bҥn mua mӝt chiӃc HP Pavillion, bҥQÿăQJNêWK{QJWLQYӅ PuQKYӟi HP. MӛLNKLFyWK{QJWLQ
mӟLOLrQTXDQÿӃn chiӃc laptop cӫa bҥnFyGULYHUSKLrQEҧn mӟi, phҫn mӅm tiӋQtFKPӟi,
thӫ thuұt sӱ dөQJ FKѭѫQJ WUuQK NKX\ӃQ PmL« +3 VӁ gӱL HPDLO WK{QJ EiR FKR Eҥn. Bҥn
WKtFK WK~ YӟL FiF WK{QJ WLQ ÿy Yj WUXQJ WKjQK YӟL WKѭѫQJ KLӋX +3 KѫQ 9kQJ Ĉy Oj HPDLO
PDUNHWLQJOjSKѭѫQJWKӭc marketing trӵc tiӃp hiӋu quҧ nhҩt ÿӇ bҥQFKăPVyFPӝWOѭӧng
lӟQNKiFKKjQJ.

ŵĂŝůDĂƌŬĞƚŝŶŐŬŚĄĐǀӀŝ^ƉĂŵŶŚӇƚŚұ ŶăŽ
Khi bҥn gӱLWUjQODn nhӳng email quҧQJFiRWLӃp thӏ ÿѭӧc gӱLÿӃn bҩt cӭ
ai, bҩt cӭ ÿӕLWѭӧQJQjRtӭFOjEҥQÿDQJ gӱLWKѭUiF± Spam (hay FzQJӑi

Oj Munk mail, bulk mail). NhӳQJ QJѭӡi gӱL WKѭ UiF WKѭӡQJ Fy ÿѭӧc danh
ViFKHPDLOWK{QJTXDWKXWKұSWUrQPҥQJTXpWWӯ FiFZHEVLte, mua lҥLQrQ
chҩWOѭӧQJGDQKViFKHPDLOUҩt thҩSNK{QJÿHPOҥi kӃt quҧ. GӱLÿLQKӳng
email spam QKѭYұy sӁ hӫy hoҥi danh tiӃQJYjWKѭѫQJKLӋu cӫa F{QJW\.
ĈLӅX NKiF ELӋt duy nhҩW Yj Oӟn nhҩt giӳD 6SDP Yj (PDLO PDUNHWLQJ Oj Oj sӵ ÿӗQJ ê Fӫa
QJѭӡi nhұn email GjQKFKRQJѭӡi gӱi. Rҩt nhiӅXQJѭӡi vүn nhҫm lүn rҵng email marketing
FKtQKOjVSDP+jQJQJj\KjQJWUăPQJKuQF{QJW\Wә chӭFWUrQWKӃ giӟi vүn thӵc hiӋn hoҥt
ÿӝng email marketing ÿҫy hiӋu quҧ bӣi hӑ sӣ hӳu nhӳQJGDQKViFK HPDLOÿmQKұQÿѭӧc sӵ
ÿӗQJêFӫDQJѭӡi nhұn.

ϯďӇӀĐĐҿďңn triҳn khai Email Marketing
Mӑi chiӃn dӏch email marketing ÿӅu bao gӗm FiF EѭӟFFѫEҧn sau:

;k\GӵQJ
GDQKViFKHPDLO

7KLӃWNӃ
email

*ӱLYjÿiQK
JLiNӃWTXҧ

;k\GӵQJGDQKViFKHPDLO
ĈӇ thӵc hiӋn chiӃn dӏch email marketing, bҥn cҫQFyGDQKViFK FiFÿӏa chӍ email. BҥQOѭXê
rҵQJGDQKViFKQj\NK{QJFKӍ bao gӗP³FiFÿӏa chӍ HPDLO´PjFyWKӇ FzQNqPWKHRWK{QJWLQ
chi tiӃt vӅ QJѭӡi nhұQQKѭKӑ WrQJLӟLWtQKF{QJW\ÿӝ tuәi.

‹%OLQN&RQWDFWKWWSEOLQNFRQWDFWFRP

4

9tGө: NguyӉQ1Kѭ$QK, Nӳ, Company JSC, 36.
&jQJ Fy QKLӅX WK{QJ WLQ NqP WKHR GDQK ViFK ÿӏa chӍ cӫa bҥQ FjQJ JLi WUӏ bӣi FK~QJ FKR
SKpS EҥQ SKkQ QKyP FiF NKiFK KjQJ FӫD PuQK WKHR ÿӝ tuәi, khu vӵF ÿӏD Oê QJKӅ
nghiӋS«
YjFiQKkQKyDQӝi dung email.
;k\ GӵQJ GDQK ViFK HPDLO ÿzL Kӓi mҩt nhiӅu thӡL JLDQ Yj F{QJ Vӭc. 'DQK ViFK HPDLO Wӕt
JL~SEҥn hҥn chӃ Oѭӧng email hӓng, WKXÿѭӧc tӹ lӋ QJѭӡLÿӑFHPDLOFDRYj ÿҥWÿѭӧc mөc
WLrXFӫa chiӃn dӏch.
ThiӃt kӃ email
Mӝt mүu email tӕWOj\Ӄu tӕ quyӃWÿӏnh sӵ WKjQKF{QJFKRFKLӃn dӏch. 7K{QJWKѭӡng, bҥn sӁ
thiӃt kӃ mүX HPDLO WUrQPӝt WUuQK VRҥn thҧo HTML QKѭ 'UHDP:HDYHU)URQW3DJH« KRһc
FiFFKѭѫQJWUuQK[ӱ Oêҧnh QKѭ3KRWRVKRS%ҥQFNJQJFyWKӇ sӱ dөng bӝ soҥn thҧo sҹn Fy
WURQJFiFSKҫn mӅm email marketing.
ĈLӅu quan trӑng khi soҥn thҧo nӝi dung email cӫa bҥQ Oj [iF ÿӏQK U} UjQJ PөF WLrX cӫa
chiӃn dӏch. Email cӫa bҥn phҧLKѭӟQJQJѭӡi nhұn tӟi mӝWKjQKÿӝng (action) cө thӇ: click
YjRÿѭӡQJOLQNÿӇ [HP EjL YLӃt chi tiӃt trrQZHEVLWHFOLFNYjRPӝt form ÿăQJNê[HPPӝt
YLGHRFOLS«
GӱLYjÿiQKJLiNӃt quҧ
NӃu bҥn cҫn gӱLÿLOѭӧng lӟn email, bҥQNK{QJWKӇ sӱ dөQJFiFKzPWKѭPLӉn pKtQKѭ
*PDLOQKѭ Yұy, bҥQ NK{QJ WKӇ biӃW ÿѭӧc nhӳQJ DL ÿm Pӣ HPDLO UD ÿӑc, nhӳQJ DL ÿm FOLFN YjR
ÿѭӡng link cӫa bҥn. TӭFOjEҥQNK{QJWKӇ ÿiQKJLiÿѭӧc hiӋu quҧ chiӃn dӏch cӫDPuQK
Bҥn cҫn sӱ dөQJ FiF SKҫn mӅm hoһc dӏch vө HPDLO PDUNHWLQJ FKX\rQ QJKLӋp QKѭ
BlinkContact. &iF Gӏch vө Qj\ FKR SKpS Eҥn gӱL ÿL HPDLO YӟL Oѭӧng lӟQ ÿӗng thӡi phҫn
mӅm cӫa hӑ FyWtQK QăQJWKӕQJNr FKR SKpSEҥQ ÿiQKJLiNӃt quҧ chiӃn dӏFKWK{QJTXD
FiFVӕ liӋXOѭӧQJQJѭӡi mӣ HPDLOOѭӧng email hӓQJOѭӧQJQJѭӡLFOLFNOѭӧng dӯng nhұn
WLQ«

‹%OLQN&RQWDFWKWWSEOLQNFRQWDFWFRP

5


ĄĐďӇӀc thӌc hiҵn chiұn dҷch email marketing

LҨp kұ hoҢch email marketing
Lұp kӃ hoҥFK WUѭӟc khi triӇQ NKDL Oj FiFK Wӕt nhҩW ÿӇ chiӃn dӏch email marketing cӫa bҥn
hoҥt ÿӝQJWtFKFӵFYjÿHPOҥi hiӋu quҧ6ѫÿӗ VDXÿk\VӁ JL~SEҥn tҥo dӵng mӝt kӃ hoҥch
triӇQNKDLHPDLOPDUNHWLQJFKRPuQK
;k\GӵQJGDQKViFKNKiFKKjQJ
- TҥRIRUPÿăQJNêWUrQZHEVLWH
- 'DQKViFKNKiFKKjQJKLӋn tҥi
- Thu thұSÿӏa chӍ

2

1

3KkQQKyP.KiFKKjQJ

ĈӕLWѭӧng
.KiFKKjQJ

Ĉӏnh dҥng
dӳ liӋu

- 3KkQWKHRWLrXFKtQjR
- KӃt hӧSFiFWLrXFKt

&iFGDQK
ViFKHPDLO

3
- Loҥi email
- Nӝi dung email
- 7LrXÿӅ
- 7rQQJѭӡi gӱi
- Tҫn suҩt gӱi

ThiӃt kӃ
- Mүu email
- &iQKkQKyD
- Tӵ phҧn hӗi
- Tӵ KjQKÿӝng

2
Phҫn mӅm
email marketing

Lӵa chӑn
Phҫn mӅm

G΅i
- ThӡLÿLӇm gӱi
- GӱLÿӃQGDQKViFKQjR
- Gӱi ngay hoһc Hҽn giӡ gӱi

4

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ĈLӅu chӍnh
- NӝLGXQJFyKҩp dүQNK{QJ
- 3KkQQKyPÿ~QJÿӕLWѭӧQJNK{QJ
- MүXHPDLOQjRWӕt nhҩt
- Tҫn suҩt hӧSOêFKѭD

ThӕQJNr
- Tӹ lӋ mӣ, click
- Tӹ lӋ email hӓng, dӯng nhұn tin
- Tӹ lӋ phҧn hӗi

‹%OLQN&RQWDFWKWWSEOLQNFRQWDFWFRP

6


yąLJĚӌng ĚĂŶŚƐĄĐŚĞŵĂŝů
'DQKViFKFiFÿӏa chӍ email FKtQKOjWjLVҧQTXêJLiQKҩt trong email marketing. Bҥn phҧi bӓ
F{QJVӭFYjWKӡLJLDQÿӇ [k\Gӵng mӟLFyÿѭӧc mӝWGDQKViFKWӕt.
Mӝt sӕ QJѭӡi cho rҵng FyWKӇ dӉ GjQJFyÿѭӧFGDQKViFKHPDLOQKӡ mua lҥi hoһFWuPÿӃn
mӝWQKjFXQJFҩp dӏch vө. +m\[HPWKӵc tӃ QKѭWKӃ QjR
7{LFyWKӇ mua lҥi GDQKViFKHPDLONK{QJ"
BҥQFyWKӇ bҳt gһSKjQJQJKuQWLQUDREiQÿӏa chӍ HPDLOWUrQPҥng kiӇu QKѭWKӃ Qj\

Rҩt nhiӅu lӧLtFKKҩp dүQÿѭӧFÿѭDUDPjJLiOҥi chӍ YjLWUăPQJKuQWӟLYjLWULӋXÿӗng:
10 tri͟u, 20 tri͟Xÿͣa ch͡ email Vi͟t Nam ch͡ vͳi 1.500.000
HPDLOÿ́ͻFSKkQOR̹i chi ti͗t
t̽t c̻ ÿ͙XOjHPDLOFzQKR̹Wÿͱng

t͏QJNqPSK̿n m͙m g΅LHPDLOÿ̻m b̻o 99% inbox
NӃu mua nhӳQJ GDQK ViFK Qj\ Eҥn sӁ thҩ\ FK~QJ KRjQ WRjQJLҧ dӕi, bҥn sӁ mҩt tiӅQ Yj
thӡLJLDQPjNK{QJWKXÿѭӧFJu 9uVDRYұy.
&yKjQJORҥWOêGR
1. ChҩWOѭӧng cӫDFK~QJUҩWNpP
GӱLHPDLOÿӃn nhӳQJGDQKViFKHPDLOÿLPXDQKѭYұy bҥn sӁ NK{QJWKXÿѭӧc hiӋu
quҧ. NhӳQJFRQV{¶WULӋX¶¶WULӋX¶FyWKӇ rҩt ҩQWѭӧQJQKѭQJWKӵc tӃ trong ÿyÿD
sӕ OjFiFÿӏa chӍ email chӃt hoһFQJѭӡLGQJHPDLOÿyNK{QJFzQVӱ dөng nӳa Yuÿm
bӏ VSDPTXiQKLӅu.
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FiFGDQKViFKQj\Eҥn chӍ WKXÿѭӧc tӹ lӋ QJѭӡi mӣ FKѭDÿӃn 1%.
&yNKLFK~QJFzQNKLӃQÿӏa chӍ email hoһFWrQPLӅn cӫa bҥn bӏ UѫLYjREODFNOLVWO~F
ÿyPӑi viӋc sӁ rҩt tӗi tӋ.
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ÿӝQJ TXpW VFDQ
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WLrX

‹%OLQN&RQWDFWKWWSEOLQNFRQWDFWFRP

7


2. *LiWUӏ cӫDGDQKViFKHPDLO
NӃu quҧ thӵFFyGDQKViFKemail QKѭYұ\W{LVҹQVjQJPXDYӟLJLiKjQJWUăPWULӋu.
7{LFyWKӇ WKXÿѭӧFKjQJWӹ ÿӗng nhӡ cung cҩp dӏch vө quҧQJFiRFKRFiFF{QJW\
FiFDJHQF\ chӭ NK{QJEDRJLӡ ÿHPUDREiQUҿ mҥW+m\VX\QJKƭNK{QJWKӇ FyFiL
JLiTXiUҿ QKѭYұy.
3. Phҫn mӅm cho tӹ lӋ YjR,QER[OjOӯDÿҧo

Bҩt kǤ mӝt FKX\rQJLDHPDLOPDUNHWLQJQjRFNJQJELӃt rҵng, email phҧLÿѭӧc gӱLÿLWӯ
mӝWPi\FKӫ. &iFSKҫn mӅm Qj\SKҧLÿѭӧc cҩXKuQKÿӇ kӃt nӕi vӟLPi\FKӫ WKuPӟi
gӱLHPDLOÿLÿѭӧF&K~QJWKѭӡng sӱ dөQJFiFPi\chӫ F{QJFӝQJÿӇ gӱLWKѭ/jP
QKѭ Yұy, email cӫa bҥn sӁ QKDQK FKyQJ UѫL YjR WKѭ Pөc Spam, thұm chӍ ÿӏa chӍ
email cӫDFKtQKEҥn sӁ UѫLYjRblacklist cӫD*PDLOViӋF HPDLO UѫL YjR WKѭ PөF ,QER[ KD\ 6SDP WURQJ KzP WKѭ FӫD QJѭӡi nhұn phө
thuӝFYjRnhiӅu yӃu tӕ QKѭ:
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Pi\FKӫ gӱLHPDLOÿL WrQPLӅQÿӏa chӍ IP, cҩXKuQK


x

ÿӏa chӍ gӱi email

x

WLrX ÿӅ & nӝL GXQJ HPDLO Fy FKӭa nhiӅu tӯ NKyD OLrQ TXDQ ÿӃn
VSDPNK{QJFyFKӭDOLQNÿӝc hҥLNK{QJ tӹ lӋ ҧQKYjFKӳ«


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tҫn suҩt gӱi email

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mӛi webmail lҥLFyPӝt bӝ lӑFWKѭUiFULrQJ

'RÿyQJD\Fҧ nhӳQJQKjFXQJFҩp dӏch vө email lӟn nhҩt thӃ giӟLFNJQJNK{QJEDR
giӡ GiPÿҧm bҧo tӹ lӋ YjR,QER[OjPjFKӍ FyWKӇ ÿҧm bҧo tӹ lӋ gӱLHPDLOWKjQK
F{QJWtQKFҧ YjR,QER[Yj6SDP

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QJѭӡi nhҫPWѭӣng gӱLHPDLOÿLFNJQJOjPLӉQSKt. Thӵc tӃ nӃu bҥn muӕn gӱi email
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HPDLONK{QJÿѭӧFSKpSFӫDQJѭӡi nhұQOjSKҥPSKiS, sӁ bӏ xӱ phҥWKjQKFKtQKUҩt
nһng.
&zQ QKj FXQJ Fҩp dӏch vө email marketing, hӑ Fy WKӇ cho bҥQ GDQK ViFK HPDLO NK{QJ"
CHҲC CHҲ1 /¬ .+Ð1*. NhӳQJ QKj FXQJ Fҩp phҫn mӅm trӵc tuyӃQ QKѭ %OLQN&RQWDFW
cung cҩp cho bҥn phҫn mӅPYjPi\FKӫ ÿӇ gӱLHPDLOÿLGDQKViFKHPDLOSKҧLOjFӫa bҥn.
&zQFiFQKjFXQJFҩp dӏch vө quҧQJFiRhӑ FNJQJNK{QJWKӇ ÿѭDGDQKViFKHPDLOFKREҥn
YuQKѭYұ\OjYLSKҥm thӓa thuұn vӟi nhӳQJQJѭӡLÿӗQJêQKұn quҧQJFiR

‹%OLQN&RQWDFWKWWSEOLQNFRQWDFWFRP

8


BҥQFNJQJFyWKӇ bҳt gһp nhiӅu website chia sҿ FiFÿӏa chӍ email, bҥn chӍ viӋc download vӅ.
1KѭQJFK~QJFNJQJNK{QJNKiFJuFiFGDQKViFKÿѭӧFUDREiQWUrQPҥQJNK{QJÿHPOҥi
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thӡLJLDQYjF{QJVӭc.
PKѭѫQJSKiS[k\GӵQJGDQKViFKHPDLO
1. Tҥo )RUPÿăQJNêQKұn tin WUrQZHEVLWHFӫa bҥn

Ĉk\ Oj SKѭѫQJ SKiS SKә biӃQYjÿѫQ JLҧn nhҩt, bҥn tҥo mӝWIRUP ÿӇ QJѭӡi truy cұS YjR
website cӫa bҥQÿăQJNêQKұQWLQĈӏa chӍ HPDLOYjFiFWK{QJWLQYӅ hӑ sӁ ÿѭӧFOѭXOҥLYj
hӑ sӁ nhұQÿѭӧFFiFEҧn tin email cӫa bҥn.

)RUPÿăQJNênhͅn tin cͿa www.bmg.edu.vn
BҥQOѭXê
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cҧ hӑ WrQ
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cҫn FkQQKҳc giӳa 2 vҩQÿӅ Qj\.

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Tham kh̻RWKrPFiFJͻLêFKLWL͗t trong ph̿n T̹o mͱWIRUPÿăQJNêKL͟u qu̻.

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9

2. Tәng hӧSWK{QJWLQYӅ NKiFKKjQJ hiӋn tҥi
&iFNKiFKKjQJKLӋn tҥi cӫa bҥQFKtQKOjQJXӗn dӳ liӋu TXêQKѭYjQJ.
NӃu bҥQOjPӝWWUѭӣQJSKzQJNLQKGRDQKKm\\rXFҫu FiFQKkQYLrQFӫDPuQKOX{QOѭXOҥi
ÿӏa chӍ email YjWK{QJWLQFӫa tҩt cҧ nhӳng NKiFKKjQJYjFҧ nhӳQJQJѭӡLTXDQWkPÿӃn
sҧn phҭm dӏch vө cӫDF{QJW\PuQKQKѭQJNK{QJ PXDKjQJ
ĈӯQJÿӇ VyWPӝWÿӏa chӍ QjRKm\WuPOҥLFK~QJWURQJ:
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Contact trong Outlook cӫa bҥn

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Danh thiӃp cӫDFiFNKiFKKjQJÿӕLWiF

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Dӳ liӋXWUrQ ZHEVLWHFӫa bҥn: QJRjL QKӳQJ QJѭӡL GQJ XVHU
WUrQ ZHEVLWH ÿӏa chӍ
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ÿѫQ ÿӇ lҩ\WK{QJWLQEҥQFzQFyWKӇ OѭXOҥi sӣ WKtFKFӫa tӯQJNKiFKKjQJ

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3. KhuyӃQPmL
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WURQJGDQKViFKFӫa bҥn. NhӳQJQJѭӡLWKDPJLDYjRÿӧt khuyӃQPmL NKLÿăQJNêVӁ cung
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khuyӃQPmLtһng sҧn phҭm cho nhӳQJ QJѭӡi may mҳQWU~QJWKѭӣQJ QKѭ USB 8G chҷng
hҥn. NӃu bҥn cung cҩp dӏch vө trӵc tuyӃn hoһc dӏch vө ÿjR Wҥo, bҥQ Fy WKӇ OjP FKѭѫQJ
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ÿăQJ
KӃt hӧp NKpROpRemail marketing vӟLFiFNrQKPDUNHWLQJNKiFWURQJFKѭѫQJWUuQKNKX\Ӄn
PmLVӁ ÿHPÿӃn cho bҥn hiӋu quҧ NK{QJQJӡ.
4. Tә chӭc sӵ kiӋn
&iFVӵ kiӋn WKXK~WQKLӅu QJѭӡi tham gia OjFѫKӝLÿӇ bҥn bә VXQJWKrPFiFÿӏa chӍ email
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dӳ liӋXQJѭӡLGQJ&zQYӟLFiFVӵ kiӋn ngoҥi tuyӃQQKѭKӝi nghӏ, cuӝc thi, triӇQOmP«bҥn
QrQFӱ mӝWQKkQYLrQFKX\rQKӓLYjWәng hӧSWK{QJWLQYӅ nhӳQJQJѭӡi tham dӵ.

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5. 1KjFXQJFҩp Data List
BҥQFy thӇ WuPÿӃn nhӳQJQKjFXQJFҩS'DWD/LVWX\WtQ1KѭQJKm\OѭXêEҥn cҫn chҳc
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FKX\rQQJKLӋp NKiFKRjQWRjQYӟi nhӳQJQJѭӡLUDREiQHPDLONK{QJKӧSSKiSWUrQPҥng.
B̹QFyWK͛ tham kh̻RWKrPFiFgͻLêÿ͛ SKiWWUL͛n GDQKViFKHPDLOWURQJSK̿n ;k\GΉng
GDQKViFKNKiFKKjQJ.
Ĉӏnh dҥng dӳ liӋu
7KѭӡQJWKuGDQKViFKFiFÿӏa chӍ email cӫa bҥQÿѭӧFOѭXEҵng 1 trong 3 dҥng:
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file Excel gӗm nhiӅu cӝt

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file TXT chӍ chӭDFiFÿӏa chӍ email

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FiF&RQWDFWWURQJ2XWORRN

BҥQ QrQ FKX\ӇQ VDQJ ÿӏnh dҥng dӳ liӋu phә biӃn nhҩW ÿѭӧc tҩt cҧ FiF SKҫn mӅm email
marketing hӛ trӧ Oj&69, nyFNJQJWѭѫQJWӵ QKѭ7;7:

Trong file CSV, mӛL GzQJ VӁ chӭa mӝW ÿӏa chӍ HPDLO FQJ FiF WK{QJ WLQ NqP WKHR. &iF
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3KkQQKyP GDQKViFKQJѭӡi nhұn
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hay giӟLWtQKEҥn sӁ dӉ GjQJKѫQWURQJYLӋFWKXK~WNKiFKKjQJYjQkQJFDRNӃt quҧ kinh
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vӟLQJѭӡLWLrXGQJ

vӟi doanh nghiӋp

theo khu vӵFÿӏDOê

theo khu vӵFÿӏDOê

theo nghӅ nghiӋp
theo thu nhұp

WKHROƭQKYӵc hoҥWÿӝng
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theo giӟLWtQK

theo loҥLKuQKGRDQKQJKLӋp

tKHRÿӝ tuәi

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12


Thiұt kұ email
ThiӃt kӃ HPDLONK{QJÿѫQJLҧQQKѭsoҥn thҧRYăQEҧQWUrQ:RUGQyJLӕng vӟi viӋc thiӃt kӃ
mүu FKRZHEVLWHKѫQYuHPDLOVӱ dөQJÿӏnh dҥng HTML. TX\QKLrQQyFNJQJNK{QJKӅ phӭc
tҥSQKѭWKLӃt thiӃt kӃ website.
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MӝW SKѭѫQJ iQ ÿѫQJLҧQKѫQOjEҥn sӱ dөng nhӳng mүu thiӃt kӃ Fy VҹQ WURQJ FiF SKҫn

mӅm email marketing trӵc tuyӃQQKѭ%OLQN&RQWDFW1Kӳng mүXQj\FKRSKpSWKLӃt kӃ email
ÿӗ hӑDPjNK{QJFҫQFiFNLӃn thӭc vӅ HTML, thao WiFUҩWÿѫQJLҧQWѭѫQJWӵ QKѭ:RUG
ĈӇ thiӃt kӃ bҥn cҫn sӱ dөng mӝt hoһc kӃt hӧSFiFSKҫn mӅm:
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Phҫn mӅm soҥn thҧo HTML: DreamWeaver, FrontPage
Phҫn mӅPELrQWұp ҧnh: Photoshop
Bӝ soҥn thҧRHPDLOFyVҹn trong phҫn mӅm email marketing
ChӍnh sӱa lҥi mӝt mүu HPDLOWHPSODWH
FyVҹn

NӃu bҥQWKѭӡQJ[X\rQSKҧi gӱLÿLFiFEҧQWLQYjFҩXWU~FFӫDFiFEҧQWLQQj\YӅ FѫEҧQOj
WѭѫQJWӵ nhau, bҥQQrQthiӃt kӃ mӝt mүu email (template) duy nhҩt. Trong tӯng chiӃn dӏch,
bҥn chӍ sӱ dөng lҥi mүu thiӃt kӃ ÿyWKD\WKӃ FiFShҫn chӳ WH[W