Tan Tat Tan Ve Email Marketing 10

Tt tn tt v Email Marketing
v1.0 BlinkContact - 2010
MC LC
ts Gii thiu
Li m u Bn s thy g trong ti liu ny
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Khi nim c bn
Email Marketing l g? Ti sao ti phi s dng Email Marketing? Email Marketing khc vi Spam nh th no 3 bc c bn trin khai Email Marketing
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Cc bc thc hin chin dch email marketing

Lp k hoch email marketing Xy dng danh sch email
Ti c th mua li danh sch email khng? Phng php xy dng danh sch email nh dng d liu Phn nhm danh sch ngi nhn
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Thit k email
Ni dung email Nguyn tc vng trong thit k
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nh hay ch
TEXT hay HTML Tng thch vi chng trnh c email
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Gi v theo di kt qu
Liu c ti cn phn mm email marketing trc tuyn chuyn nghip Thi im thch hp gi email Cng c nh gi kt qu
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10 li khuyn quan trng cho ngi lm Email Marketing
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Ti u chin dch email

Tn ngi gi v Tiu ca email
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Tn sut gi email C nhn ha ni dung email Xy dng danh sch khch hng Nhng mo nh c mt form ng k hiu qu T phn hi T hnh ng Th tng phn
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Cuc chin Inbox

a ch ca bn nm trong danh b email ca ngi nhn (Address books) Ngh nh 90 v Can-Spam Blacklist (Danh sch en) Nhng t cn trnh trong email Gim t l email hng Dng hay khng dng Xc nhn kp (Double Opt-In) Nhng ISP ln nht & Cch h qun l th rc
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Xu hng pht trin ca Email Marketing

Video Email Marketing Tch hp Social Media vo Email Marketing
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Ph lc A. Danh mc thut ng Ph lc B. Ti nguyn hu ch V cc tc gi
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Gii thiu Li m u
Email dng nh l mt cng c marketing tuyt vi cho n khi bn ngh v tt c nhng th rc ang lm tc nghn inbox ca bn. Nhng d nhin thng ip ca bn khng phi l spam. Vy lm th no dng email m khng tr thnh mt spammer? Lm ng cch, 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 th gii theo nhng tiu chun chuyn nghip, tng kh nng gi email thnh cng, thc hin chin lc email marketing ca bn ph hp vi cc quy nh php lut. Bn s khm ph ra nhng b mt to cc thng ip email hp dn v chuyn nghip, theo di kt qu, kim tra chng trnh ca bn c hot ng hay khng. Bn s c th: Pht trin mt chin lc thnh cng, xy dng danh sch email cht lng, v tm c thnh cng t ra cc mc tiu kh thi Tng t l open v xem xem ai m email ca bn Quyt nh c dng mt nh cung cp dch v email hay khng Xy dng quan h vi cc khch hng ca bn Tun th cc quy nh v chng th rc Kt hp email vi cc phng tin marketing khc Sch c vit cho nhng ngi kinh doanh mong mun thu c li nhun t thi gian cng nh n lc marketing ca mnh. D bn c ton b quyn sch hay i thng vo phn bn cn nht, Tt tn tt v Email Marketing cng bao gm tt c nhng kin thc gip bn s dng email marketing thnh cng trong kinh doanh. BlinkContact Support Team
BlinkContact http://blinkcontact.com
Bn s thy g trong ti liu ny

Thng qua ti liu ny, chng ti mong mun cung cp cho cng ng cc doanh nghip v nhng ngi lm marketing nhng kin thc quan trng nhanh chng tip cn v thnh cng cng email marketing. Phn u ca ti liu s cung cp cho bn khi nim v 3 bc c bn thc hin email marketing Tip theo l phn nng cao, a ra nhng kinh nghim bn ti u ha chin dch email marketing ca mnh Phn cui cp n nhng xu hng pht trin ca email marketing trn th gii trong thi gian ti Phn ph lc l danh mc cc thut ng thng gp trong email marketing
Khi nim c bn Email Marketing l g?

Bn bao gi nhn c mt bn tin, mt tin khuyn mi c bit, hay mt li mi tham d 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 khch hng. Email marketing = Marketing qua email, n gin qu phi khng. Trn thc t, email marketing bao gm nhiu dng thc: Qung co ti cc khch hng tim nng 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 cc khch hng ng k nhn tin Chm sc cc khch hng hin ti bng cch gi cc hng dn s dng (manual), thng tin hu ch, cc ebook, video Gi thip in t (e-card) cho khch hng hin ti vo cc dp c bit nh sinh nht tng cng mi quan h v tng lng khch hng trung thnh Gi email mi tham gia vo cc s kin trc tuyn trn website vv
Ti sao ti phi s dng Email Marketing?

Hy th tng tng, bn c mt danh sch 5.000 khch hng vi y thng tin: h tn, gii tnh, s in thoi, email, a ch lin h, Bn s lm g chm sc h hay thng bo 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 lm lao ng. Chi ph cng nh thi gian lm vic r rng l khng kh thi. May mn thay, Internet cung cp cho bn mt phng thc k diu, bn ch mt vi gi vi chi ph vi 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 dng thy c nhng u im ca email marketing nh: chi ph thp, thi gian thc hin nhanh chng, cho phn hi ngay lp tc Mt tp on ton cu nh HP chng hn, lm th no h ch ng tip cn v chm sc c hng chc nghn khch hng ca mnh trn khp th gii? Bn mua mt chic HP Pavillion, bn ng k thng tin v mnh vi 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 bo cho bn. Bn thch th vi cc thng tin v trung thnh vi thng hiu HP hn. Vng. l email marketing, l phng thc marketing trc tip hiu qu nht bn chm sc mt lng ln khch hng.
Email Marketing khc vi Spam nh th no

Khi bn gi trn lan nhng email qung co, tip th c gi n bt c ai, bt c i tng no, tc l bn ang gi th rc Spam (hay cn gi l junk mail, bulk mail). Nhng ngi gi th rc thng c c danh sch email thng qua thu thp trn mng, qut t cc website, mua li nn cht lng danh sch 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 khc bit duy nht v ln nht gia Spam v Email marketing l l s ng ca ngi nhn email dnh cho ngi gi. Rt nhiu ngi vn nhm ln rng email marketing chnh l spam. Hng ngy, hng 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 sch email nhn c s ng ca ngi nhn.
3 bc c bn trin khai Email Marketing

Mi chin dch email marketing u bao gm cc 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 sch ny khng ch bao gm cc 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. Cng c nhiu thng tin km theo, danh sch a ch ca bn cng gi tr bi chng cho php bn phn nhm cc khch hng ca mnh (theo tui, khu vc a l, ngh nghip) v c nhn ha ni dung email. Xy dng danh sch email i hi mt nhiu thi gian v cng sc. Danh sch 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. Thit k email Mt mu email tt l yu t quyt nh s thnh 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 sn c trong cc 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 hnh ng (action) c th: click vo ng link xem bi vit chi tit trn website, click vo mt form ng k, xem mt video clip, Gi v nh gi kt qu Nu bn cn gi i 1 lng ln email, bn khng th s dng cc hm th min ph nh Gmail, Yahoo v h ch php bn gi ti a vi trm email mi ngy. Hn na, nu gi i nh vy, bn khng th bit c nhng ai m email ra c, nhng ai click vo ng link ca bn. Tc l bn khng th nh gi c hiu qu chin dch ca mnh. Bn cn s dng cc phn mm hoc dch v email marketing chuyn nghip nh BlinkContact. Cc dch v ny 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 cc s liu: lng ngi m email, lng email hng, lng ngi click, lng dng nhn tin,
Cc bc thc hin chin dch email marketing
Lp k hoch email marketing

Lp k hoch trc khi trin khai l cch 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 cho mnh. Xy dng danh sch khch hng
- To form ng k trn website - Danh sch khch hng hin ti - Thu thp a ch
i tng Khch hng
2 Phn nhm Khch hng

- Phn theo tiu ch no - Kt hp cc tiu ch
nh dng d liu
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- Loi email - Ni dung email - Tiu - Tn ngi gi - Tn sut gi
Cc danh sch email Thit k

- Mu email - C nhn ha - T phn hi - T hnh ng
2 Phn mm email marketing La chn Phn mm
Gi
- Thi im gi - Gi n danh sch no - Gi ngay hoc Hn gi gi nu cn
iu chnh
- Ni dung c hp dn khng - Phn nhm ng i tng khng - Mu email no tt nht - Tn sut hp l cha
Thng k
- T l m, click - T l email hng, dng nhn tin - T l phn hi

Danh sch cc a ch email chnh l ti sn qu gi nht trong email marketing. Bn phi b cng sc v thi gian xy dng mi c c mt danh sch tt. Mt s ngi cho rng c th d dng c c danh sch email nh mua li hoc tm n mt nh cung cp dch v. Hy xem thc t nh th no. Ti c th mua li danh sch email khng? Bn c th bt gp hng nghn tin rao bn a ch email trn mng kiu nh th ny:
Rt nhiu li ch hp dn c a ra m gi li ch vi trm nghn ti vi triu ng: 10 triu, 20 triu a ch email Vit Nam ch vi 1.500.000 email c phn loi chi tit tt c u l email cn hot ng tng km phn mm gi email m bo 99% inbox Nu mua nhng danh sch ny bn s thy chng hon ton gi di, bn s mt tin v thi gian m khng thu c g. V sao vy. C hng lot l do: 1. Cht lng ca chng rt km. Gi email n nhng danh sch 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 cc chin dch gi ti cc danh sch ny bn ch thu c t l ngi m cha n 1%. 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 vo , nhng danh sch ny thng c c do s dng cc phn mm t ng qut (scan) t cc website. Do , chng khng h c phn loi, khng hng i tng, Chin dch bn s khng th nhm ng vo khch hng mc tiu.
2. Gi tr ca danh sch email Nu qu thc c danh sch email nh vy, ti sn sng mua vi gi hng trm triu. Ti c th thu c hng t ng nh cung cp dch v qung co cho cc cng ty, cc agency, ch khng bao gi em rao bn 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 no cng bit rng, email phi c gi i t mt my ch. Cc phn mm ny phi c cu hnh kt ni vi my ch th mi gi email i c. Chng thng s dng cc my ch cng cng gi th. Lm 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 vo th mc Inbox hay Spam trong hm th ca ngi nhn ph thuc vo nhiu yu t nh: my 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 rc ring
Do , ngay c nhng nh cung cp dch v email ln nht th gii cng khng bao gi dm m bo t l vo Inbox l 99% m ch c th m bo t l gi email thnh cng (tnh c vo Inbox v Spam). Ngy nay, vic ng k mt hm th c nhn l hon ton 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 my ch thit t. Bn s hiu r hn v vn ny 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 bn danh sch a ch email khng c php ca ngi nhn l phm php, s b x pht hnh chnh rt nng. Cn nh cung cp dch v email marketing, h c th cho bn danh sch email khng? CHC CHN L KHNG. Nhng nh cung cp phn mm trc tuyn nh BlinkContact cung cp cho bn phn mm v my ch gi email i, danh sch email phi l ca bn. Cn cc nh cung cp dch v qung co, h cng khng th a danh sch email cho bn v nh vy l vi phm tha thun vi nhng ngi ng nhn qung co.
Bn cng c th bt gp nhiu website chia s cc a ch email, bn ch vic download v. Nhng chng cng khng khc g cc danh sch c rao bn trn mng, khng em li hiu qu. Hy bt u t xy dng c s d liu khch hng ca bn. Hy kin tr v vic i hi thi gian v cng sc. Phng php xy dng danh sch email 1. To Form ng k nhn tin trn website ca bn y l phng php ph bin v n gin nht, bn to mt form ngi truy cp vo website ca bn ng k nhn tin. a ch email v cc thng tin v h s c lu li, v h s nhn c cc bn tin email ca bn.
Form ng k nhn tin ca www.bmg.edu.vn Bn lu : Form ng k nn t v tr d quan st v ngay ti trang ch Form n gin nht ch yu cu ngi dng nhp vo a ch email hoc nhp thm c h tn. Yu cu ngi dng nhp nhiu thng tin s lm h kh chu, c t ngi ng k hn. Nhng ngc li, danh sch ca email bn s c phn loi chi tit hn. Bn cn cn nhc gia 2 vn ny. ng qu ch trng vo qung co. 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 khc.
Tham kho thm cc gi chi tit trong phn To mt form ng k hiu qu.
2. Tng hp thng tin v khch hng hin ti Cc khch hng hin ti ca bn chnh l ngun d liu qu nh vng. Nu bn l mt trng phng kinh doanh, hy yu cu cc nhn 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 hng. ng st mt a ch no, hy tm li chng trong: Hm th ca bn: chc hn bn tng lin h, lm vic vi rt nhiu ngi Contact trong Outlook ca bn Danh thip ca cc khch hng, i tc D liu trn website ca bn: ngoi nhng ngi dng (user) trn website, a ch email ca khch hng cn c th nm trong cc bnh lun, lin h, Nu website ca bn c giao dch trc tuyn, hy tng hp cc n t hng, ha n ly thng tin, bn cn c th lu li s thch ca tng khch hng. Mng x hi: hy tng hp a ch email ca nhng Friend hoc nhng ngi Like trang Facebook, Twitter, ca bn Cc vn bn in nh hp ng, th tn, bo co
3. Khuyn mi T chc mt chng trnh khuyn mi trc tuyn l mt cch rt hay tng lng email trong danh sch ca bn. Nhng ngi tham gia vo t khuyn mi khi ng k s cung cp a ch email ca mnh. Nu bn kinh doanh hng 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 lm 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 khch hng ng. Kt hp kho lo email marketing vi cc knh marketing khc trong chng trnh khuyn mi s em n cho bn hiu qu khng ng. 4. T chc s kin Cc s kin thu ht nhiu ngi tham gia l c hi bn b sung thm cc a ch email vo danh sch ca mnh. Vi cc s kin trc tuyn, bn s nhanh chng tng hp c d liu ngi dng. Cn vi cc s kin ngoi tuyn nh hi ngh, cuc thi, trin lm bn nn c mt nhn vin chuyn hi v tng hp thng tin v nhng ngi tham d.
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5. Nh cung cp Data List Bn c th tm n nhng nh cung cp Data List uy tn. Nhng hy lu , bn cn chc rng danh sch ca h l hp php v c php ca ngi nhn. Nhng cng ty Data list chuyn nghip khc hon ton vi nhng ngi rao bn email khng hp php trn mng. Bn c th tham kho thm cc gi pht trin danh sch email trong phn Xy dng danh sch khch hng. nh dng d liu Thng th danh sch cc a ch email ca bn c lu bng 1 trong 3 dng: file Excel gm nhiu ct
file TXT ch cha cc a ch email
cc Contact trong Outlook
Bn nn chuyn sang nh dng d liu ph bin nht c tt c cc phn mm email marketing h tr l CSV, n cng tng t nh TXT:
Trong file CSV, mi dng s cha mt a ch email cng cc thng tin km theo. Cc trng trong mt dng c phn tch bi: K t phn cch (du phy) K t bao quanh mi trng (du nhy kp)
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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. Ngoi a ch email, cc 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. Phn nhm danh sch ngi nhn C th d nhn thy rng, nhng chin dch email hng n nhng nhm khch hng 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 cch chia nh c s d liu v khch hng theo nhng tiu ch nht nh nh s thch hay gii tnh, bn s d dng hn trong vic thu ht khch hng v nng cao kt qu kinh doanh ca mnh. Mt s tiu ch phn nhm ph bin: vi ngi tiu dng theo khu vc a l theo ngh nghip theo thu nhp theo gii tnh theo tui vi doanh nghip theo khu vc a l theo lnh vc hot ng theo quy m vn theo loi hnh doanh nghip theo nm thnh lp
theo mc tin a thch (ngi nhn la chn khi ng k nhn tin) phn loi danh sch khch hng mt cch hiu qu, bn cn phi ly cc thng tin tng ng trong form ng k dnh cho khch hng. Hy chc chn rng bn thu thp y cc thng tin cn thit v khch hng thng qua form ng k.
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Thit k email
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 thit k website. V vy, nu cng ty ca bn khng c nhn vin chuyn thit k, bn nn thu bn ngoi. Mt phng n n gin hn l bn s dng nhng mu thit k c sn trong cc phn mm email marketing trc tuyn nh BlinkContact. Nhng mu ny cho php thit k email ha m khng cn cc kin thc v HTML, thao tc rt n gin, tng t nh Word. thit k bn cn s dng mt hoc kt hp cc 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 cc bn tin v cu trc ca cc bn tin ny 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 cc 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 vo chng trnh thit k email. D email ca bn trng c v vn hin th tt, nhng code email s rt nng n do b tha cc code ca Word. Khi cn lm vy, bn hy m file Word, chn Save As, chn Save as type l Web Page.
Thao tc ny gip bn lu li file Word thnh dng HTML. Tip , bn c th bin tp li file HTML ny hoc copy phn code ca file vo chng trnh thit k email.
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Ni dung 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 thnh 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 ny 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 bi vit, hy a 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 gy 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 cch ngn chn email ca bn, thm ch h thng bo rng bn l mt spammer. Hy to ra nhng email duy tr mi quan h vi khch hng ca bn: o o o o Cm n khch hng mua hng Hi khch hng c hi lng vi sn phm dch v dng khng Thip chc mng sinh nht khch hng (xem thm phn T hnh ng) Mi tham d hi ngh khch hng
Nu bn qung co 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 khch hng mua hng, bn nn cung cp thm cc thng tin hu ch v sn phm h mua: o o o Hng dn s dng (bi vit, ebook, video) Nhng cu hi thng gp khi s dng sn phm 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 st thi , nhu cu ca cc khch hng. Phn mm email marketing nh BlinkContact thng cung cp sn tnh nng bn to, qun l v thng k cc survey. Cui cng, ni dung email cn phi c c nhn ha. Ngi nhn u thch s thn thin v cm gic c tn trng. Gi i mt thng ip chung ti tt c nhng ngi nhn vi nhng li cho chung Cho 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 nhn ha ni dung email).
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Nguyn tc vng trong thit k Ngn gn Ngi nhn khng c nhiu thi gian c email ca bn. V vy, hy to email ngn gn nht c th. Vic a vi bi vit di my trang vo trong mt bn tin email l khng hiu qu, khng ai kin nhn c ht email ca bn. Vi mi bi 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 bo in t vy. Ngi nhn thy bi vit no hp dn s click vo nt c thm hoc vo tiu bi vit c xem bi vit chi tit trn website ca bn.
Bn tin ca trung tm Anh ng ACET Lm nh vy, bn khng nhng lm email hp dn, xc tch hn m cn tng c t l click v lng truy cp vo website ca bn. Ph hp vi nhn din thng hiu Cc logo, icon, mu nn, mu ch, mu ng k dng trong email phi ph hp vi cc thnh phn khc ca b nhn din thng hiu. Khng qu rng 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 mn hnh, rt kh chu.
Hnh ng Ngoi mc ch cung cp thng tin hoc qung co, email ca bn nn hng ngi c ti mt hnh ng c th nh: - Click xem bi vit chi tit trn website hoc xem mt video - Click download mt ti liu
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- Click chuyn ti form ng k, bn survey - Reply li email nhn c mt ebook, phiu gim gi, Hn ch File nh km Khi bn gi email vi lng ln m c file nh km, email ca bn s rt d b ri vo th mc Spam hoc b chn li. V l m cc nh cung cp phn mm email marketing trc tuyn u mc ch khng cho php nh km file vo email. Hy hn ch ti a vic nh km file. Bn c th upload file ln hosting ca bn hoc cc trang chia s file min ph, v chn ng link n file vo email. Ngi nhn s click vo nt Download ti file v. Kch thc nh Email c kch thc ln s khin ngi nhn kh chu v thi gian ti v lu, c khi cn lm 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. nh hay ch Trong thit k khi email, bn thng c xu hng s dng cc 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 ton b email l mt hnh nh:
Mc nh cc 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 , cc hnh nh c trong email mi hin th. Nu ton b email l mt hnh nh, trc khi click vo nt ny, ngi nhn s khng thy mt thng tin no c.
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Nh vy, bn khng nn thit k ton b hoc gn nh ton b email bng nh. Hy b tr xen k hp l gia nh v ch. Bn c th dng cc phn mm bin tp nh nh Photoshop thit k ton 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. TEXT hay HTML 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 by email dng ha, bn c th chn nh vo email, nh dng mu nn mu ch, chn ng link, Phin bn TEXT: ch cho php email gm ton cc k t (ging nh tin nhn SMS), bn khng th nh dng mu nn, mu ch,...
Khi bn s dng cc hm th c nhn, mc nh cc email u gi i bng phin bn HTML, tc l bn c th trnh by 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 khc. Quan st v d di y 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)
phin bn Text (xem trn Mobile khng h tr HTML)
Hy cng tm hiu v 2 phin bn ny. Vo 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 ci, chn nh v thm link
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lin kt vo email. Tuy vy, hu ht phn mm c email thi im (Outlook, Eudora, Thunderbird, Hotmail) vn cha kh nng c hon ton email dng HTML. Ngy nay, hu ht cc 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 ny. gii quyt vn ny, nhng nh email marketing hin nay gi email i di nh dng Multi-Part MIME. Multi-part MIME l phng php 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. Ngy nay cc 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 cc 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 phn ch ni dung t phin bn HTML sang. Ch mt thm 1,2 pht nh vy, bn c th yn tm ngi nhn lun xem c email ca bn. Nhng phn mm nh BlinkContact thm ch cn h tr bn chc nng t ng to phin bn Text t phin bn HTML. Tng thch vi chng trnh c email 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 cch khc 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 st email pha di, email ny hin th chun trong Gmail (bn tri) nhng khi xem bng Outlook li b li (bn phi):
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Gmail (hin tt)
Microsoft Outlook (gp li)
Do , trc khi gi chin dch email i, bn cn chc rng mu email tng thch vi cc chng trnh c email ph bin nht m ngi nhn ca bn s dng, thng bao gm: Yahoo Gmail Hotmail Microsoft Outlook (MS Outlook)
(Bn cn phn 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 tch ring ra t phin bn Windows 7; cn MS Outlook c cung cp km theo b MS Office (bao gm c Word, Excel,..). Khi thit k, bn nn hn ch CSS th MS Outlook 2007 & 2010 khng h tr tt CSS.
Cc 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. Cch tt nht kim tra l t gi n cc hm th Gmail, Yahoo, Hotmail do bn lp xem th. 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.
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Gi v theo di kt qu
Vic cui cng bn phi thc hin trong chin dch ca mnh l gi email i v theo di kt qu phn hi. Tng chng nh rt d dng, bn ch vic gi, n Send mt ci l xong? Khng h n gin nh vy. Nu bn ch gi i vi chc email, Gmail, Yahoo, bt c hm th min ph no 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 ny 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 blacklist.
C nhiu phng n cho bn chn: S dng phn mm ci trn my tnh ca bn S dng phn mm email marketing trc tuyn Thu my ch (SMTP) gi email i T xy dng h thng gi email cho cng ty (gm c phn mm v my ch)
Phn sau y s gip bn la chn phng n ph hp vi mnh. Liu c ti cn phn mm email marketing trc tuyn chuyn nghip cc cng ty ln, b phn IT s chu trch nhim thit t h thng gi email cho ton b cng ty. H s dng phn mm cng nh my ch ca chnh mnh, hoc thu my ch t cng ty khc. Khi bn khng th t xy dng h thng nh vy, vn cn cc phng n khc. Trn internet, c rt nhiu ngi rao bn nhng phn mm gi email, ci t trn my tnh ca bn, ch tn vi trm nghn, h cn m bo 100%, 99% vo inbox. l la o.
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Nh bn thy trn, mt phn mm mun gi email i c, phi c kt ni vi mt my ch gi email (email server). Cc phn mm c rao bn trn internet u s dng cc my ch cng cng hoc min ph. Gi theo cch ny bn s khng th gi c nhiu email, v ch sau mt thi gian, ton b email ca bn b ri vo th mc Spam. Bn nn s dng phn mm email marketing trc tuyn ca mt nh cung cp c uy tn. So snh gia phn mm trc tuyn v phn mm ci trn my tnh ca bn, phn mm trc tuyn u vit hn hn: Bn khng cn phi bt my tnh ch i. Vi nhng chin dch ln, bn phi mt vi gi gi xong email. Nu bn dng phn mm ci trn my tnh ca mnh, bn phi bt my v ch i. Ch cn ng truyn internet gin on hoc my tnh ca bn trc trc, cng vic b ngng tr theo. Vi phn mm trc tuyn th khc, mi thao u thc hin trn my ch, bn ra lnh gi xong l c th tt my v lm vic khc. 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 vo email, email no hng Bn khng cn ci t g vo my tnh ca mnh, phn mm trc tuyn hot ng nh mt website Bn c th truy cp bt c u, t bt c ni no Phn mm trc tuyn cung cp nhiu tnh nng marketing chuyn dng cho bn hn
Thit t h thng gi email l mt cng vic phc tp, bn phi cu hnh my ch ng cch, m bo my ch ca mnh c t l gi email thnh cng v t l vo inbox cao, khng b blacklist, ng k cc whitelist V vy, vi cc c nhn 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. Thi im thch hp gi email Trong marketing, thi gian l mt yu t quan trong quyt nh n s thnh 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 no 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 hng tun v t 9h30 sng n 3h chiu. Nhiu cuc nghin cu ch ra rng, ngy th Hai l thi im dnh cho nhng cuc hp, nhng cuc tng kt ca cng vic t tun trc . Bn cnh , nhng email c gi i t tra ngy th Su thng s t c m v nm nhng v tr cui cng trong hm th email ca ngi nhn.
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i vi nhm ngi nhn l ngi tiu dng, hy bt u gi t 17h n 20h. Ngy gi hiu qu nht l t th Su n Ch nht. Nhng ngi nhn l ngi tiu dng thng c thi gian online vo 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 cc khch hng nc ngoi, bn cn ch mi gi ca h sp xp thi im gi email khc nhau. Bn khng cn phi ch n ng thi im mi ra lnh gi. Cc phn mm email marketing thng c chc nng Hn gi gi email sau. Cng c nh gi kt qu Bn tin hnh gi chin dch email nhng lm th no c th nh gi c hiu qu ca c chin dch . Cng c thng k s gip bn lm tt iu ny da trn cc ch s lng open, lng ngi open, t l click, s lng email hng,... Trc ht bn cn nm r khi nim ca cc ch s trn: Lng Open l s lng email c m mt hoc nhiu ln bi ngi nhn. Tc l, mi email c m mt hay nhiu ln v mi ln m s c tnh vo lng open trong sut chin dch. Lng ngi open l s lng ngi m email v c tnh mt ln duy nht khi ngi nhn m email trong ln u tin. i khi nhiu khch hng hiu nhm khi ngh rng lng open v lng ngi open l ging nhau, nhng v bn cht 2 ch s ny hon ton khc nhau. Hnh minh ha di y s gip bn hiu r hn v cc ch s ny v phn tch chng nh gi hiu qu ca chin dch.
Vi chin dch email ny, lng open v lng ngi open t c rt kh quan. T l open t c gn 26% - mt t l kh cao cho mi chin dch email marketing. Ch s ny phn nh s hiu qu trong vic trin khai email marketing t khu xy dng danh sch
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khch hng, thit k tiu v ni dung email cho n vic la chn nh cung cp phn mm email marketing. T l Click: l t l ngi nhn click vo link lin kt trong email tnh trn tng s lng email c gi i thnh cng. Thng thng, mi email u c 1 link lin kt bn trong ngi nhn c th tm hiu thm v cng ty hay sn phm dch v ca bn.
Hnh minh ha ny biu th t l ngi nhn click vo link lin kt c trong email ca chin dch trn. Ch s ny nh gi c mc quan tm ca khch hng v sc hp dn ca cng ty bn i vi khch hng. S lng email hng: l lng email gi i khng thnh cng do nhiu yu t khc nhau nh email khng tn ti, hm th y, email b chn ni dung,..
. S lng email hng phn nh cht lng danh sch email ca bn khi tin hnh email marketing. Vi s lng email hng ln, c th hng mm(b chn ni dung hay hm th y) hoc hng cng (email khng tn ti), iu ny chng t cch xy dng d liu ca bn cha hiu qu v bn cn c s iu chnh trong vic thu thp, xy dng v x l d liu khch hng. Thng k ngng nhn tin: l lng ngi t chi nhn bn tin t a ch email ca bn sau khi h nhn c email u tin ca bn trong chin dch email marketing u tin.
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Vi biu ny, bn c th thng k c th s lng khch hng khng quan tm n sn phm, dch v ca bn. y l nhng khch hng khng c tim nng v trong trng hp ny khng c cch no khc l bn ngng gi email n h trnh gy kh chu vi khch hng. Nu s lng ngng nhn tin ln, chng t bn phn loi khch hng cha hiu qu khi c nhng nh gi sai v nhu cu ca h v bn cn thay i cch phn loi khch hng ph hp nht vi sn phm, dch v ca bn.
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10 li khuyn quan trng cho ngi lm Email Marketing

Phn ny s tng kt li cho bn nhng vn ct li, xc tch bn pht trin hot ng email marketing ca mnh. l nhng nguyn tc quan trng nht cho bt c ai qun l hot ng email marketing. 1. Ch gi email cho nhng ngi ngh nhn email t bn. 2. Ni dung ca email phi lin quan n nhng vn ngi nhn quan tm. 3. To mt lch trnh gi mail hon chnh v hy c gng tun theo ng lch trnh . 4. Nu bn gi email cho cc doanh nghip, hy gi vo cc ngy t th Ba n th Nm hng tun. Thi gian gi tt nht l sau 9:30 sng hoc 1:30 chiu, trnh gi email sau 4:00 chiu hoc vo cui tun. 5. Nu bn gi email cho ngi tiu dng, hy gi t 5:00 ti n 8:00 ti, v gi vo t th Ba n th Nm hoc t ti th Su n tra ngy Ch nht. 6. nng cht lng gi email, hy lun nh thm vo cu: chc chn nhn c email ca chng ti, hy thm a ch email ca chng ti info@company.com vo Address Book ca bn. 7. t tn ngi gi l tn cng ty hoc tn ca mt thnh vin c uy tn trong cng ty, hy gi nguyn tn ngi gi ny trong nhng ln k tip. iu quan trng nht ngi nhn m email l tn ngi gi c quen thuc vi h hay khng? 8. Chc chn rng email ca bn bao gm c 2 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. 9. ng s dng nguyn ch vit hoa hay qu nhiu du chm than trong cu tiu hay ni dung email, iu ny s kch hot b lc th rc ca chng trnh c email. 10. Hy b sung danh sch a ch ca bn bt c khi no bn c c hi. Hy lun chun b cho mnh mt cun s nh, hay mt mnh giy c th lu li a ch email ca nhng ngi bn gp, c bit l nhng ngi quan tm n dch v bn cung cp.
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Ti u chin dch email

Email marketing khng ch n gin l gi i 1 email cho nhiu ngi. Bn s phi thc hin hot ng ny thng xuyn, lp i lp li. V th hy khng ngng ti u chin dch ca bn. Phn ny s b sung cho bn cc kin thc, gi ti u chin dch email marketing v trnh c nhng sai st thng gp.
Tn ngi gi v Tiu ca email

Vi nhiu ngi, hu ht email h nhn c u l th rc. 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 tm 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 thnh 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 thnh cng, chng ti tm ra mt vi tng nhm to ra mt dng tiu thch hp. Bng cch ny, ngi nhn s d dng nhn ra tiu ca bn v d dng thch th vi ni dung email. Hy th xem qua mt vi 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. Tiu ny qu di. Chng ti lu rng cu tiu ch nn c vit t 5 n 9 t. Mt cu tiu qu di thng khng c thin cm vi ngi c v rt d b chn li bi b lc th rc. 2. NHNG PHN MM HU CH NHT CHO CNG TY CA BN y l mt cu tiu c vit hon ton bng ch vit hoa, iu ny lm tng kh nng email b lit vo th rc.
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3. Sn phm mi Cu tiu ny khng h cp n nhng thng tin c th c trong email. Hy thm vo 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 vo k t du chm than v k hiu $ s lm cho email b lit vo spam. Hn na, cu ny qu di cho mt cu tiu n tng. Di y l mt vi gi v nhng cu tiu thch hp cho email, da vo chnh nhng cu tiu trn: 1. Cng ty XYZ-Hng khuyn mi thng 7 2. Nhng phn mm hu ch nht cho doanh nghip 3. Sn phm mi-My lc nc siu sch 4. Khuyn mi laptop-gim n 100
Tn sut gi email
Trong nghip v marketing, duy tr u n tn s gi email cho khch hng l mt vic thc s quan trng. Nu bn khng gi s lng email cn thit, s l rt kh khn duy tr v nng cao v tr ca bn trong th t u tin la chn ca khch hng. Ngc li, nu bn gi qu nhiu email, rt c th bn ang lm phin khch hng v bn ang y khch hng 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 bu trong vic xc nh tn sut gi email cho khch hng. Mi k hoch gi email theo tun hay theo thng s c hiu qu nht nh khc nhau. Mi chin dch email nn c la chn cho khch hng 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 khch hng. Bn cnh , bn cng cn phi chc chn rng, mi email gi i cn phi c mt gi tr nht nh no i vi ngi nhn cui cng. Mt email hng thng vi nhiu thng tin hu ch s mang li nhiu gi tr hn mt email hng tun vi t thng tin cn thit cho ngi nhn.
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C nhn ha ni dung email

Phn mm Email Marketing nh BlinkContact thng c mt cng c rt hu hiu nng cao t l email c m v tr li. Cng c c gi l C nhn ha ni dung email. N tng t nh tnh nng trn th Mail-Merge trong Word. Nhng email c c nhn ha bng cch thm vo nhng trng ni dung v c nhn ngi nhn. Ly v d, khi bn mun thm tn ca ngi nhn vo phn tiu hay ni dung ca email, thay v phi ngi g tn ca tng ngi nhn vo tng email, bn c th s dng cng c C nhn ha ni dung email tng thm tnh thn thin cho email mt cch t ng. Hy xem hai v d di y thy s khc bit gia hai phng php th cng v 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 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
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Nh bn thy, email th hai c chn thm nhiu thng tin v c nhn khch hng bng cch s dng cng c C nhn ha ni dung email. Bng cch ny, chc chn email ca bn s c hiu qu cao hn nh c nng cao tnh thn thin v c kh nng c m v phn hi cao hn. L d nhin, c nhn ha email bn phi c nhng d liu tng ng v tng ngi nhn. Rt kh hi h ln th 2 v cc thng tin ny, v th, ngay t khi xy dng danh sch khch hng, to form ng k, bn cn xc nh trc cn nhng thng tin g c nhn ha email.
Xy dng danh sch khch hng

Xy dng danh sch cc khch hng tim nng v khch hng hin ti l mt trong nhng hot ng quan trng nht doanh nghip ca bn cn phi thc hin. Mt danh sch c xy dng hp l c th mang li ngun doanh thu ln cho cng ty trong nhiu nm. To dng cc mi quan h v gi lin lc Bt c loi hnh kinh doanh no, vic thit lp cc mi quan h lun l mt tiu ch hng u gip cng ty pht trin v to ra li nhun. Hu ht khi gp nhau, mi ngi thng trao i danh thip, nhng thng tin trn tm danh thip ny s l nn tng cho c s d liu ca bn. B quyt: Sau nhng cuc gp g, hy to cho mnh thi quen gi ngay mt tin nhn (khng qu 3 ngy sau ) n tt c nhng ai bn tr chuyn cng. Tip theo hy lun nh ngh nhng ngi bn mi ny thm a ch e-mail ca bn vo Address Book cng nh thm a ch e-mail ca h vo e-mail list ca bn. Trin lm thng mi Trin lm thng mi l mt trong nhng c hi tuyt vi nht cho mt cng ty thc y s pht trin. Hu ht khch hng tham d trin lm u l nhng ngi ang thc s quan tm n sn phm ca bn, h sn sng b thi gian v cng sc tm hiu v sn phm. Chnh v vy, y chnh l nh im c hi bn s hu nhng thng tin v khch hng vi gi tr cao nht. B quyt : Gi ngay mt e-mail n tt c nhng khch hng tham quan trin lm thng mi ca bn. Gi li cuc tr chuyn gia hai bn ti trin lm v ch ra nhng support bn c th gip khch hng tm hiu, s hu v s dng sn phm. Tt nhin, ng qun thuyt phc khch hng ng tham gia e-mail list ca bn.
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Hi tho Nhng bui hi tho l c hi vng cho bn cng c mi quan h vi khch hng, cung cp cho h nhng dch v gi tr gia tng. Cho d bn t chc mt cuc hi tho min ph hay thu ph, bn s c nhiu c hi tng tc vi khch hng, c xt trong mt mi trng vi nhiu i tng khc nhau. Hy tn dng c hi a ra ngay cho ngi tham d hi tho biu mu ng k ca bn, bn s d dnh c c thng tin khch hng v mt danh sch nhng a ch email opt-in. Hy ngh khch hng v vic ng k trc v nhn email mt cch thng xuyn t bn v gi n nhng khch hng tim nng hn. Bng nhng cch ny, bn thm ch c th giao tip c vi nhng khch hng khng tham d cuc hi tho mt cch trc tip nhng ang tm kim thng tin. ng k ti im bn hng Nu bn l mt ngi bn l, c rt nhiu c hi cho bn thu thp thng tin khch hng. Hy ngh khch hng cung cp thng tin c nhn ca h vo mt biu mu ng k v ng nhn thng tin t bn, i li h s nhn c nhng li ch thng qua khuyn mi hay gim gi. S kin Nhng ba tic, bui ha nhc, trin lm m thut hay bt c thi im no nhiu ngi c th tp trung vi nhau, l thi im tt cho bn xy dng danh sch a ch email. Nu bn l ngi t chc nhng s kin ny, hy ngh khch mi in thng tin c nhn ca h v mt biu mu sn c ti bn check-in. Hy c gng c c nhng a ch email c nhn ca khch d, l thng tin qu bu nht i vi Email Marketing. Cuc gi ca khch hng Bt c khi no bn nhn c cuc gi t khch hng hin ti hay khch hng tim nng, hy nhanh chng thu thp thng tin c nhn ca h. Hy lu b phn khch hng, t cu hi dnh cho khch hng, nhng cu tr li ca khch hng s gip ch rt nhiu cho nhng chin dch email marketing ca bn. Bng cch t ra nhng cu hi thch hp, bn c th ch ra cho khch hng hin ti v khch hng tim nng thy rng bn thc s quan tm n kin ca h. Bu thip Gi bu thip l mt cch hiu qu tip cn khch hng v thu ht h n vi chin dch email marketing ca bn. Cch ny cn c bit hiu qu vi nhng khch hng cho bn thng tin chi tit v h. Hy gi cho khch hng hin ti v c khch hng tim nng bu
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thip bao gm c a ch Website ca bn v biu mu ng k dnh cho nhng gi tr ngi tham gia s c nhn. Danh mc sn phm (Catalogs) Thng xuyn thng bo cho khch hng v danh mc sn phm v dch v bn ang cung cp s gip bn duy tr mi quan h vi khch hng. Nhc im ca phng php ny l mt phng php marketing kh tn km, tr khi Catalogs ca bn trc tip sinh ra doanh thu. Hy c gng thit k mt cun Catalogs in t, c th d dnh c c v gi n khch hng. E-mail trc tip Khng ch ring b phn bn hng, tt c cc b phn trong cng ty u phi thng xuyn tng tc, lin h vi khch hng tim nng v c khch hng hin ti. Thm vo mt ngh opt-in cng vi mt ch k y thng tin cn thit bn s gip khch hng n gn hn vi cng ty cng nh tng thm c hi c thm thng tin ca h vo c s d liu ca bn. Nhng cch khc c th thu thp thng tin khch hng: 1. Trong bn iu tra mc tha mn ca khch hng 2. Trong mu xc nhn vn chuyn hng ha 3. Trong email giao dch 4. Trn bin lai th tn dng 5. Trn th ng k v bo hnh sn phm 6. Trn ha n 7. Trn cc bi bo 8. Trong thng co bo ch 9. Trong mu ng k rt thm trng thng 10. Trong mu ng k gi hng mua sm
Nhng mo nh c mt form ng k hiu qu

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 rng 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 nhm chn nu h tip xc qu thng xuyn vi nhng biu mu ny. Do vy, cn phi bit c nhng v tr thu ht nht c th t nhng biu mu ng k ny.
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Nhng v tr tt nht nn c s dng l: gc trn bn phi, trn thanh menu bn tri 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 nhn cho bn. 3. u i cho ngi ng k u i cho ngi ng k c hiu l u i dnh ring cho nhng i tng ng li thng tin c nhn v nhn email t bn. Nhng u i ny 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. 4. Thit k Mt form ng k c thit k cn thn c th ci thin ng k s tng tc gia ngi gi v ngi nhn. Ngi nhn s tr nn hoi nghi khi h nhn c mt biu mu ng k phc tp v khng r rng. 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 vo thng tin lin h ch yu trc, sau ty vo mi quan h gia ngi gi v ngi nhn hy thm vo chi tit hn. Cch n gin nht, hy hi v tn h v a ch email ca ngi nhn. Bn cnh , hy tm tt chnh sch bo mt thng tin c nhn khch hng ca bn v nhng g ngi nhn s c hng sau khi ng k.
T phn hi
T phn hi (hay cn gi l t ng tr li/autoresponse) cng l email do bn gi i, bn cng s phi thit k n nh mt emai bnh thng. iu khc bit nm ch t phn hi c thit t t ng gi i vo 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 vo danh sch ca bn. Bn c th s dng tnh nng ny theo nhiu cch: 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 dnh cho ngi dng mi. Bn cng c th t mt t phn hi gi i sau 3 ngy sau xem h ngh th no v cho hng ca bn. Bn c th gi i mt chin dch email, ni dung l s dnh tng mt ebook cho nhng ngi ng k. Tip , bn thit t mt t phn hi. Khi c ngi ng k vo danh sch nhn, t phn hi s t ng gi ebook cho ngi .
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T hnh ng
Bn mun gi email thip chc mng sinh nht ti cc khch hng ca mnh. Nhng bn c ti 500 khch hng. Ngy no cng xem lch gi Chc nng t hnh ng gip bn gii quyt vn ny. Khc vi t phn hi, t hnh ng c thit t t ng gi mt email ti ngi nhn khi xy ra mt s kin: Mt ngy nht nh (V d: to t hnh ng t ng gi email chc mng sinh nht n cc khch hng ca bn vo ng ngy sinh ca tng ngi) Mt ng link c click Mt email c m
Bn gi email gii thiu sn phm mi n cc khch hng, trong c mt ng link dn n phn thng tin chi tit v sn phm trn website ca bn. Nhng ngi thc s quan tm n sn phm ca bn s click vo ng link ny. Bn c th thit t thm mt t hnh ng khi c ngi click vo ng link, mt email gii thiu thm v sn phm c t ng gi ti ngi .
Th tng phn
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 lm ngi nhn kh chu. Th tng phn s gip bn la chn c mu tt hn. Tnh nng ny hot ng bng cch gi i tng mu email ti mt phn danh sch 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 ton b phn cn li ca danh sch. 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 khc. Sau 12h, email no em li hiu qu cao hn (da trn t l open v click) s c chn gi ti 9.000 ngi nhn cn li.
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Cuc chin Inbox

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 php bo v mng v khch hng ca h. Theo c tnh, c khong t 70% n 80% email c gi i l email spam. Cc ISP thng bo rng b lc th rc ca h phi ngn chn 2,7 t email spam mi ngy. Bt k bn ang gi email bng cc phn mm email marketing nh BlinkContact, hay t gi bng h thng ca mnh, bn cn phi nm c nhng quy tc nht nh nng 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 thnh cng.
a ch ca bn nm trong danh b email ca ngi nhn (Address books)

Chng ti vn thng khuyn khch khch hng s dng dch v BlinkContact rng, hy lun ngh ngi nhn email thm a ch email ca h vo Address Books. iu ny l thc s quan trng, bi cc ISP bt u ngn chn nhng email c gi i khng c c s ng nhn ca ngi nhn. Hy lun nh thm vo cu: chc chn nhn c email ca chng ti, hy thm a ch email ca chng ti (something@company.com) vo Address Book ca bn ti v tr trn cng trong email ca bn.
Ngh nh 90 v Can-Spam
Ti Vit Nam, Chnh ph ban hnh Ngh nh 90/2008 v chng th rc. Tip , B Thng tin v Truyn thng ban hnh Thng t 12/2008 hng dn thi hnh ngh nh 90. Bn lu : Ngh nh 90 nhm qun l th qung co v chng th rc. Do , khng phi mi hot ng email marketing ca bn u chu s iu chnh ca lut ny, bi th qung co ch l mt phn trong email marketing. Tun th cc quy nh cng nh tn trng ngi nhn email l cch tt nht bn pht trin hot ng email marketing bn vng. Nu bn gi th qung co, bn cn lu cc quy nh sau: Trch nhim ca ngi qung co 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;
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- 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 gn nhn theo iu 10 chng II Ngh nh 90: o Mi th in t qung co 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 co (theo iu 11 chng II N 90) Trong email c chc nng t chi nhn tin (theo iu 12 chng II N 90)
Ngoi ra, do hu ht cc nh cung cp dch v th in t ln u t tr s ti M, bn cn quan tm 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 vi ngi nhn cm thy b lm phin, nhng s khc li cm thy s hu ch t nhng email c cng ni dung. Bn phi hiu r rng v lut chng spam, danh sch en, b lc email v nhng yu t khc chng li vic gi th rc. Trc khi tin hnh bt c chin dch email marketing no, hy chc chn bn nm c v tun 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 tun theo email ca bn khng b lit vo 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 ngy. 5. Email thng mi cn phi c a ch bu chnh c th ca ngi gi. 6. Bt c email no cha c s ng ca ngi nhn cn phi ni r l email qung co v dnh cho ngi nhn la chn t chi tip tc nhn email.
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Blacklist (Danh sch en)

Khi bn gi i mt lng ln email v nhn li hng lot s phn nn v th rc, bn s dn b lit vo Blacklist. Mt Blacklist l danh sch nhng a ch IP c bo co 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 php tho g. Trong hu ht cc 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 no khng ti: http://www.openrbl.org hoc http://www.dnsstuff.com.
Nhng t cn trnh trong email

Nhng nh cung cp dch v email ln nh Gmail, MSN hay Yahoo ngn chn hng triu th rc mi ngy. B lc th rc ca h vn hnh da trn c ch kim tra nhng t ng c s dng ti tiu v phn chnh ni dung email. Danh mc nhng t ny a s l ting Anh ngn ng thng dng nht trn th gii. Di y l danh sch mt vi t v cm t ph bin hay c s dng nhng rt d lm cho email b lit vo spam email:
Free 50% Of Earn Youre A Winner Compare Amazing Loans Get Paid Dont Delete Why pay more Stop Satisfaction Guaranteed Join Millions Youve Been Selected Act Now Call Now Discount Million Dollars Removes Cash Bonus As Seen On Order Now Time Limited Special Promotion No Cost Serious Cash Save Up To Excessive $ or ! All New Subscribe Now Double Your Income Opportunity Collect Promise You Credit Buy Direct Please Read While Supplies Last Information You Requested No Fees Search Engine Listings All Natural
Tt nhin nu ch s dng mt trong cc 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.
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Gim t l email hng

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. Cc email hng to thnh bi mt trong bn nguyn nhn. Cc nguyn nhn hng thng thng bao gm: 1. Hm th ca ngi nhn b y 2. a ch email ca ngi nhn khng tn ti hoc c php khng ng. 3. My ch email pha ngi nhn tm thi ngng tr hoc khng th kt ni c. 4. My ch email chn cc thng ip bng b lc theo ni dung hoc blacklist. Trung bnh, t l hng l khong 10%. Trong vi ln gi u tin, t l ny c th cao hn v cc email hng s dn b x l v loi b khi danh sch ca bn. BlinkContact bao gm mt h thng qun l email hng t ng. H thng s t ng loi b cc a ch email hng khi danh sch ca bn sau mi chin dch. Bn vn c th xem c cc a ch email hng ny nhng khi bn gi email i, email s khng gi ti cc a ch hng na.
T l hng gim xung 10,7%

Sn phm & Dch v Doanh nghip Sn phm Tiu dng Dch v Tiu dng Dch v Ti chnh Du lch Bn l Xut bn Doanh nghip Xut bn Tiu dng 6,50% 9,40% 7,90% 7,10% 6,20% 10,10% 9,80% Trung bnh Q3 2004: 10,7% -0,9% Trung bnh Q3 2003: 11,8% Ngun: DoubleClick Internal Benchmark Statistics 15,60% 14,80% 15,60% 13,40% 15,80% 17,00% 13,30% 13,10% 14,30% Q3 2003 Q3 2004
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Di y l mt s gi gip bn gim lng email hng: 1. Bao gm ng link qun l vic nhn tin vo email ca bn v khuyn khch ngi nhn tin cp nht thng tin ca h nu c thay i. Trong BlinkContact, bn c th to form Cp nht thng tin v chn ng link vo cui mi email. 2. S dng mt dch v email marketing c kh nng t ng loi b cc email hng cng. 3. Gi th hoc in thoi cp nht a ch email ca nhng ngi c a ch hng. 4. Xa b bt c a ch dng abuse@ hoc postmaster@ no c trong danh sch ca bn. (y l cc a ch dng nhn dng th rc) 5. Xem xt vic dng mt Dch v Thay i a ch Email nh Return Path, TowerData hoc Experian nu bn mun tm nhng ngi dng thay i a ch email nhng qun cung cp a ch mi cho bn.
Dng hay khng dng Xc nhn kp (Double Opt-In)

Xc nhn kp m ch qu trnh mt ngi nhn tin mi cn phi xc nhn li vic ng k bng cch click vo mt ng link trong email xc nhn. Mt danh sch cc a ch email xc nhn kp s em li t l phn nn th rc thp hn, t l dng nhn tin thp hn, t l phn hi cao hn, v t l email hng thp hn. Thm vo , mt lng ln nhng ngi xut bn bn tin email ang chuyn sang dng xc nhn kp trong qu trnh ng k nhn bn tin ca h. Ngoi nhng li ch trn cng c nhng hn ch khi dng xc nhn kp. Thng k ca chng ti cho thy khon 40% s ngi nhn tin khng hon thnh qu trnh xc nhn. iu c ngha l, vi mi 100 ngi ng k nhn tin mi, bn s khng th kt ni c vi 40 ngi trong s h. Mt 40% s ngi ng k nhn bn tin bn qua mt thi gian di s to ra nhng tc ng tiu cc ln vo danh s ca bn. Xin lu , nhng hn ch ca xc nhn kp c th ch l iu m bn cn c m bo nhng n lc marketing ca mnh hng n ng nhng ngi thc s quan tm. Trong khi mt s dch v khc bt buc phi dng xc nhn kp, chng ti u tin dnh quyn la chn n cho cc khch hng ca mnh.
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Nhng ISP ln nht & Cch h qun l th rc

Vi tt c cc ISP, th rc l mt mi lo ngi thc s, nht l vi cc ISP ln. H c nhiu b lc v hng dn gip chng li vic gi mo tn min email cng nh cc loi th rc. Ngy nay, nhiu ISP to ra cc "whitelist". Whitelist l danh sch cc a ch IP xy dng c mi quan h tt v c danh ting tt trong vic tun ch cc tiu chun v email. Nu bn nm trong mt whitelist, tn min ca bn c nhiu c hi gi c email thnh cng, v th, hy ngh c vo whitelist. Nh ni trn, BlinkContact duy tr trng thi whitelist vi tt c ISP ln c cung cp whitelist bao gm Yahoo, AOL, Earthlink, Juno, v Netzero. Di y l mt s thng tin b sung v cch chng th rc ca cc ISP ln. AOL AOL tip tc nh gi cc tiu chun lm tng kh nng chng li th rc cho nhng ngi dng AOL v c cng ng Internet. T khi cc loi th rc bt u pht trin, AOL dng bn ghi SPF (Sender Policy Framework). SPF phn bit vic gi mo a ch email tht trc khi email c truyn i. BlinkContact bo m cung cp SPF v chng ti cng thit lp trng thi whitelist vi AOL. AOL cho php mi ngi dng kim sot cc ty chn mail c nhn ca h, bn c th vo http://postmaster.aol.com xem cc tiu chun email ca AOL. Microsoft (MSN / Hotmail) Microsoft lm vic vi cc khch hng ca h cng nh nhng i tc khc trong cng lnh vc bo v email tt hn bng mt cng c truyn thng cn thit. Cng ty ny s hu cc cng ngh xc nhn email nh Sender ID Framework (SIDF) v ang tip tc u t vo cc sng 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 rc. Bn c th vo http://postmaster.msn.com tm hiu thm. BlinkContact duy tr nhng phn hi ch ng vi Microsoft nn chng ti c th theo di hiu sut ca chng ti vi nhng ngi nhn dng MSN / Hotmail v m bo rng kh nng gi email ca chng ti l tuyt ho. Yahoo Yahoo dng mt b lc ni dung gi l SpamGuard. SpamGuard t ng hng thng ip email m n coi l th rc vo mt th mc ring - th mc "Bulk Mail" trong ti khon ca mi ngi dng. Yaho cng cung cp mt nt "spam" t pha trn mi email ngi
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dng c th t thng bo y l th rc. Ngi dng Yahoo cng c th thit t mt b chn cc a ch email hoc tn min ca tng ngi gi ring. Bn c th vo 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 cc header trong thng ip cho bit. Sender ID c k vng s lm gim th cng nh nhng email gi mo v la o vi mc ch nh cp thng tin ti chnh ca ngi nhn. Bn cn lm g Nu bn gi email ti cc a ch @hotmail.com v @msn.com bn cn tun th chng trnh xc minh email Sender ID ca Microsoft trc thng 10 nm 2009. Sau thng 10 nm 2009, tt c cc email khng tun th Sender ID s khng gi ti c cc ti khon Hotmail hoc MSN. c Sender ID hy vo http://anti-spamtools.org, lm theo nhng ch dn to bn ghi SPF v thm a ch email ca my ch email ca bn vo danh sch "Outbound Mail Server Address" vi cc 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 hon thnh qu trnh ny.
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Xu hng pht trin ca Email Marketing

Phn ny s gip bn hiu c cc xu hng ang nh hng n hot ng email marketing ca cc doanh nghip va v nh. T , bn c th so snh hot ng hin ti ca cng ty mnh vi cc cng ty khc, nm bt c xu th v vt ln trn cc i th cnh tranh.
Video Email Marketing

S dng video marketing t lu tr thnh mt xu th trn cc website. Cc cng ty a cc gii thiu v sn phm & dch v, nhng ni dung hp dn nht, c ng vo mt video thay v a ra cc ti liu di hng chc trang.
Mt mu Video Email Marketing
Ngy cng c nhiu doanh nghip nhn thy li ch ca vic kt hp video vo 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 bn hng, lng ngi ng k, lng ngi download,) To s khc bit vi cc i th cnh tranh & Gy s ch vi cc khch hng Tng lng khch hng trung thnh
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Gim chi ph hng dn & h tr khch hng: s dng video l cch tt nht nht hng dn khch hng ca bn nm c kin thc, cch thao tc.
Kh khn vi cc doanh nghip Vit Nam Hin ti Vit Nam, c rt t doanh nghip trin khai Video Email Marketing d nhng li ch ca n l rt r rng. 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 cc cng ty cng ngh thng tin hoc cc cng ty ln mi thc hin c. Trn thc t, c nhiu cch 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 cc video nh vy. C th, bn s khng c c nhng kt qu nh mong mun, hiu qu cc chin dch marketing cha cao. Nhng khi bn nm bt c xu th v i trc cc i th cnh tranh nh vy, bn s tch ly cho mnh nhiu kinh nghim hn, l mt li th.
Tch hp Social Media vo Email Marketing

Trong vi nm gn y, s bng n ca cc trang social media nh blog, cc mng x hi (Facebook, Twitter,) vi cng ng hng trm triu ngi dng to nn mt knh marketing trc tuyn tuyt vi cho cc cng ty. Kt hp Social Media Marketing v Email Marketing tr thnh mt xu th tt yu.
Vic ny c thc hin bng cch thm nh v lin kt vo tt c cc mu email ca bn kt ni vi cc trang Social Media ca chnh cng ty bn:
Cc cng c ph bin tch hp Social Media vo email bao gm:
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t ng link "Follow Us" vo mi thng ip email t ng link ti trang Social Media vo mi thng ip email Thm mu "ng k" trn Facebook a ty chn Share (chia s) vo mi thng ip email
Hin nay, cng c tch hp social media c dng ph bin nht l thm ng link "Follow Us" vo thng ip email. Rt t cng ty t ng link ti cc chin dch email v cc bn tin ln cc trang social media, hoc a ty chn Share vo cc phng tin truyn thng trc tuyn ca h.
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Ph lc A. Danh mc thut ng
Danh mc thut ng c cung cp nh mt t in gip bn nhanh chng hiu c ngha ca cc thut ng trong email marketing. Ngoi ra, y cn l phn c ng li cc kin thc c trnh by trong cc phn ca sch. Mt s thut ng s c gi nguyn tn trong ting Anh, mt s khc c dch ra ting Vit hoc dng song ng ty theo mc ph bin v nhm mc ch gip bn d dng nm bt v ghi nh n. 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. BlinkContact 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 no sau khi ho Blacklist: Danh sch cc tn min v a ch IP b thng bo hoc b kt ti l gi th rc. Bn c th kim tra cc 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 dnh cho cc 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. Bounces: Cc email c gi tr li cho ngi gi v a ch ca ngi nhn khng tn ti hoc hin ti khng hot ng. C nhn ha email: kh nng gi i cc email mang cc thng tin ring ca tng ngi nhn . V d, email thng c m u bng Cho Bn, bn c th c nhn ha email bng cch thay li cho chung chung bng Cho %%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 'Cho Tng!'. y l mt cng c rt mnh ca BlinkContact bn gi i cc thng ip thn thin ti nhng ngi nhn tin. Mt v d ca mu email c c nhn ha nh sau:
Cho %%firtsname%% %%lastname%%, Mong rng qu khch s hi lng vi cc sn phm v dch v m chng ti cung cp. Rt cm n qu khch mua %%product%% vo ngy %%date%% ti siu th ca chng ti.
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Chng trnh c email (email client): Ngi nhn dng phn mm c email xem email ca h. Cc phn mm c email ph bin bao gm Microsoft Outlook, Thunderbird v cc phn mm c email trn nn tng web nh Gmail, Yahoo, Hotmail. Mt iu ng lu l cc chng trnh c email s hin th cc email HTML khc nhau. iu c ngha l mt email hin th tt trn Yahoo th cha chc n s hin th tt trn Gmail hay MS Outlook. C s d liu (Database): lu tr cc bn ghi. C s d liu c t chc thnh cc bng. Cc bng chia thnh cc ct v cc dng. D liu c lu trc trong mt trng (mt ). Cc loi c s d liu web ph bin bao gm SQL v MySQL. CRM (Customer Relationship Management): Qun tr quan h khch hng. L mt h thng cho php theo di mi tng tc vi tt c cc khch hng tim nng v khch hng, theo di xu th v lp bng tng kt cc ghi ch nh vy trn quy m tng th. V c bn, mt giao tip thng minh cho php lu li ghi ch vi mi hnh ng, giao dch bn hng, in thoi, email, fax,... N cho php doanh nhn hiu bit tt hn v khch hng ca h. CRM l mt h thng tch hp c thit k nhn dng, dnh, v gi li khch hng. CRM cho php t chc ti a ha gi tr ca mi tng tc khch hng bng cch qun l v phi hp cc tng tc khch hng qua nhiu knh v nhiu b phn. CSV (Comma separated value): Mt nh dng c trng bng vic mi trng c ngn cch bi mt du phy. VD: Nguyn Vn,Minh,minhnv@company.com,Nam,35. De-deping: Hnh ng xa b s trng lp trong mt danh sch a ch IP: V d: 203.165.94.146. Trc khi h thng DNS (dynamic name server) c thit t vo nm 1994, ngi dng phi g cc a ch IP dng s nh vy truy cp vo mt website. H thng DNS cho php ngi dng ch cn nhp vo tn min thay v IP. DNS s dch tn min thnh a ch IP v hng ngi khch ti my ch (hoc mt phn ca my ch) m tn min c lu tr. Da trn nn tng web (Web-based): c th ng nhp trc tuyn. c php ca ngi nhn (Permission-based): Xem Opt-in. V c bn, danh sch c php ca ngi nhn l danh sch ch cha nhng ngi nhn opt-in v khng cha bt c danh sch no c c do mua bn hoc danh sch nhng ngi hi nhn mt loi bn tin nhng li nhn c nhng bn tin khc m h khng yu cu (v d cc thng tin qung co hoc cc ch khc).
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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. Cc ASP (xem ASP Nh cung cp dch v ng dng) nh BlinkContact l mt v d v ESP. Ezine (Electronic Magazine): tp ch in t. V c bn n ging bn nh bn tin email. N thng c gi i theo lch u n, cha cc bi vit ni dung ch khng phi cc thng bo hay xc tin mi bn hng. Feedback loop: Thit t vi ISP. Mt khi feedback loop c thit t, ISP s lin h vi bn bn v nhng phn nn. 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 cc dch v Internet bng thng rng hoc quay s. Vit Nam, cc 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. 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 cc ni dung l to thnh mt bn tin email. MIME a phn (Multi-part MIME) Tt c cc 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 thnh MIME a phn. Tc 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
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thng ip HTML v thng ip Text c mt ranh gii. Danh gii ny 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 khi 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 vo danh sch nhn tin ca h, khng phi l opt-in. Chin thut ny ng c dng bi nhng ngi phn tn th rc. Phn mm email marketing: cho php bn gi i cc bn tin ti cc danh sch ca bn v theo di kt qu. Cc tnh nng tiu chun bao gm: c nhn 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. RIO (Return on investment): T sut hon vn. Tnh bng lng tin thu c t mt khon u t chia cho u t ban u.Form ng k (Signup form): Mt form dng t trong mt website, cho php khch ng k nhn bn tin ca cng ty. SpamCop.net: l mt blacklist. Mt dch v theo di Th rc v chuyn tip cc phn nn th rc ti cc ISP v cc cng ty hosting. Nu bn khng c mi quan h hoc feedback loop vi cc ISP, ch sau mt s ln phn nn gi ti cc 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. Theo di M: Kh nng theo di lng ngi m mt email ra c. Thng k: Tnh nng dng theo di lng m, lng click, lng email hng, lng ngi dng nhn tin,... Th rc (Spam): cc email gi i m ngi nhn mong mun v khng c php ca ngi nhn. Khi nim ny cn c dng bng mt s thut ng khc: junk email, bulk email, unsolicited commercial email (email thng mi khng t nguyn). Thu thp email: dng mt phn mm qut (scan) ly cc a ch email t cc trang web. Phn mm ny hot ng bng cch tm trong tt c cc trang lin kt t mt a ch website hoc da trn cc iu kin tm kin trong cc trang tm kim. Tc gi email (Delivery speed): Cho bit phn mm email c th gi email nhanh ti mc no
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Trng ty chnh (Custom field): Cc trng dng c nhn ha ni dung email (dng nh chc nng trn th trong Word v Outlook). Cc trng ty chnh ny cho php cc khch hng ca chng ti nhp v lu tr thng tin b sung ca mi lin h nh a ch, ngy sinh, thi quen mua sm, ghi ch... T l click: s lng click vo tng ng link trong email chia cho tng s email UCE: Unsolicited commercial email. Mt tn khc ca th rc. Whitelist: ngc li vi blacklist. Mt s ISP lit k cc trang c mi quan h tt v ng tin cy i vi h. Nu bn p ng c cc tiu chun ca h, bn s c th c thm vo whitelist. Nu bn nm trong mt whitelist, email ca bn c nhiu c hi gi thnh 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 dng 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 xc nhn li a ch email ca mnh (bng cch click vo ng link trong email xc nhn hoc phn hi li email ). Hu ht nhng nguwofi ch s hu cc bn tin u a thch xc nhn n, v n ti a ha s ngi nhn tin trong mt danh sch, mc d c th c nhiu a ch email km. Xc nhn kp (Double opt-in hay confirmed opt-in): Xc nhn n (Single opt-in) l khi mt ngi ng k nhn mt bn tin thng qua mt form trn website. H xc nhn mt ln. Xc nhn kp l khi mt ngi ng k nhn mt bn tin thng qua website v sau , c mt email xc nhn c gi cho ngi , ngi ch c thm vo danh sch nhn tin nu anh ta xc nhn a ch email ca anh ta v mong mun nhn bn tin. Thng thng, ngi phi a) click vo mt ng link trong email b) phn hi li email. Qu trnh foij l xc nhn kp. Dng xc nhn kp s em li cho ngi s hu danh sch mt danh sch sch (khng c a ch hng) v t b phn nn th rc, mc d s b mt nhiu ngi nhn tin, nhng ngi v l do ny hay l do khc quen xc nhn li ng k nhn tin ca h. Xem email vi cc chng trnh khc nhau: Tnh nng cho php xem th email trong cc phn mm c email nh Gmail, Yahoo, MS Outlook... trc khi email c gi i.
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Ph lc B. Ti nguyn hu ch
Nhng ti liu v website sau y s rt hu ch cho bn khi tm hiu v email marketing:
http://www.emailmarketing.com.vn | Tp ch Email Marketing Tc gi: Nguyn Xun Lc Nm: 2010 Ngn ng: ting Vit
BlinkContact Manual ver 1.3 Tc gi: BlinkContact Support Team Nm: 2010 Ngn ng: ting Vit
http://www.emailreach.com Cng c o lng kh nng phn phi email Ngn ng: ting Anh
Best Practices for Email Marketing Tc gi: Ryan P. M. Allis Nm: 2009 Ngn ng: ting Anh
Email Marketing For Dummies Tc gi: John Arnold Nm: 2007 Ngn ng: ting Anh
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V cc tc gi
V Phm Khnh Ton Ton hin ang l R&D Manager ti BlinkContact. Anh ph trch chnh vic bin tp ti liu ny. Chuyn mn ca anh l pht trin h thng v ti u quy trnh chm sc khch hng.
Nguyn Xun Lc Lc l Designer ch cht ti BlinkContact. Trong 2 nm qua, anh thit k trn mt nghn mu email HTML. Phong cch ca anh em li s n gin, n tng cho tng email. Phn mm a thch ca anh l Dreamweaver v Photoshop. Anh cng l ch nhn ca Tp ch Email Marketing http://emailmarketing.com.vn Nguyn Tin Thnh Vi vai tr ph khch b phn H tr khch hng ca BlinkContact, Thnh tng t vn trin khai email marketing cho trn 200 cng ty. Kinh nghim v kin thc ca anh gip cc khch hng thu c gi tr thc s trong tng chin dch.

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v1.0 BlinkContact - 2010

Cc bc thc hin chin dch email marketing

10 li khuyn quan trng cho ngi lm Email Marketing

Ti u chin dch email

Cuc chin Inbox

Xu hng pht trin ca Email Marketing

Ph lc A. Danh mc thut ng Ph lc B. Ti nguyn hu ch V cc tc gi

Bn s thy g trong ti liu ny

Khi nim c bn Email Marketing l g?

Ti sao ti phi s dng Email Marketing?

Email Marketing khc vi Spam nh th no

3 bc c bn trin khai Email Marketing

Xy dng danh sch email

Cc bc thc hin chin dch email marketing

Lp k hoch email marketing

i tng Khch hng

2 Phn nhm Khch hng

Cc danh sch email Thit k

2 Phn mm email marketing La chn Phn mm

Xy dng danh sch email

file TXT ch cha cc a ch email

cc Contact trong Outlook

phin bn HTML (xem trn Outlook)

phin bn Text (xem trn Mobile khng h tr HTML)

Gmail (hin tt)

Microsoft Outlook (gp li)

10 li khuyn quan trng cho ngi lm Email Marketing

Ti u chin dch email

Tn ngi gi v Tiu ca email

Tn ngi gi v Tiu trong Gmail

C nhn ha ni dung email

Xy dng danh sch khch hng

Nhng mo nh c mt form ng k hiu qu

Cuc chin Inbox

a ch ca bn nm trong danh b email ca ngi nhn (Address books)

Blacklist (Danh sch en)

Nhng t cn trnh trong email

Gim t l email hng

T l hng gim xung 10,7%

Dng hay khng dng Xc nhn kp (Double Opt-In)

Nhng ISP ln nht & Cch h qun l th rc

Xu hng pht trin ca Email Marketing

Video Email Marketing

Mt mu Video Email Marketing

Tch hp Social Media vo Email Marketing

Cc cng c ph bin tch hp Social Media vo email bao gm:

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