Sách Sự Thật Về Marketing Qua Email

S tht v nhng nn tng thnh cng Chng ta lun t t ra cu hi, lm th no trnh c ri ro, tht bi v lm th

no thnh cng cng nh ginh chin thng cui cng? C rt nhiu nn tng cn

thit cho thnh cng nhng chc chn bn cnh nhng yu t cn thit nh t cht, tr

tu, tinh thn dm mo him th kin thc, k nng l nhng iu khng th b qua.

c la chn t b sch Nhng S tht v kin thc, k nng cn thit h tr thnh

cng ca cc c nhn, chng ti xut bn 5 cun sch c nh gi l ph hp cng

nh hu ch nht vi c gi Vit Nam hin nay: S tht v ngh thut m phn, S

tht v ra quyt nh thng minh, S tht v lm giu t mng x hi, S tht v

marketing qua email v S tht v nhng k vng ca khch hng. Mc tiu ca b

sch l mang n cho bn nhng S tht c bn v nn tng thnh cng, gip bn

hiu bit hn nhng xu hng trong tng lai, v khuyn khch bn suy ngh c chin

lc v cch thc tt nht m bn c th cng c cng nh nng cao ng c v mc

tiu trong cng vic v cuc sng.

Mi cun sch bao gm khong 50 S tht in hnh, hu ch, thc t, d c v d p

dng s l cm nang khng th thiu i vi bt k ai ang mun pht trin cc k

nng ny. Bn s tm thy nhng hng dn c th, nhng v d tiu biu v tng tnh

hung m phn, ra quyt nh, v nhng nn tng c bn ca Internet, nhng bin i

v cc cng c, tnh nng tuyt vi nht ca n t tn dng v mang li thnh

cng cho bn thn. V c bit, nu bn l nh kinh doanh, bn vo v tr nh qun

l, hay bn l nhn vin bn hng bn s tm thy cu tr li tuyt vi cho cu hi

Khch hng tht s mun g t cun cm nang S tht v nhng iu khch hng

mong mun. Nhng S tht n gin trong b sch chc chn s l nhng iu m

cc bn ang tm kim.

Mt iu c bit na, b sch S tht c cc chuyn gia hng u trong cc lnh

vc, vi s tr gip, tham kho t rt nhiu nh lnh o, c vn, hun luyn vin

chp bt, v th s l cng c hu ch h tr bn, d bn l thc tp vin mi bt u

nhng bc i u tin hay c nhiu nm kinh nghim. Chng s nng bc, gip

bn tin xa hn na trn con ng thnh cng trong c cuc sng c nhn ln s

nghip kinh doanh.

Hy vng rng vi b sch ny, bn s tm c cho mnh con ng i ng n, t

c thnh cng v trnh xa trng thi l nh ca bui chiu chng vng.

Trn trng gii thiu cng c gi!

Getresponse Dch v email marketing chuyn nghip hng u th gii

Nhng B Quyt Tm Kim & Chm Sc Khch Hng T ng Bng Email Marketinghttp://biquyethoctap.com/vua-email

http://getresponse.pro/http://biquyethoctap.com/vua-email

Li ni u Hy nh cc chuyn gia th trng trc tuyn xp hng cc chin thut marketing theo

ROI (t l li nhun trn u t), tnh hiu qu hay theo bt k thc o thnh cng

no khc th bn u s thy rng marketing qua email thng c xp hng u,

cao hn qung co trc tuyn tr ph (paid search). Cc nghin cu ch ra rng

doanh thu t email marketing thng pht trin nhanh hn doanh thu t bt k hnh

thc marketing trc tip no khc.

Email thc y doanh s bn hng trc tuyn v ngoi tuyn cho cc nh bn l, ng

thi em li li th cho cc chuyn gia th trng. N cng c mi quan h vi khch

hng, to dng lng trung thnh, em li nim tin v nng cao nhn thc. V n thc

hin c tt c nhng vic trn trong khi vn tit kim chi ph cho bn v n s dng

cng ngh d liu gip bn iu chnh cc thng ip ti tng c nhn ngi nhn.

Email marketing l mt thnh cng qua kim chng. Tuy vy, email vn cha nhn

c s quan tm hay tn trng ng mc t gii truyn thng marketing hay t

nhng ngi chu trch nhim qun l ngun ngn sch dnh cho marketing.

Mc d ngi ta d on rng trong my nm ti ti M, ngn sch cho email

marketing s tng gn gp i ln ti trn 2 t -la, song con s ny vn cha thm

thp vo u so vi s tin u t vo cc chin lc marketing khc vi kt qu

ngho nn hn.

Email marketing ging nh mt a con ri b rung b vy.

Nhng ti sao n li b i x nh th?

Xt mt cp no , email l nn nhn trong thnh cng ca chnh n. Khng ai

c th ph nhn rng email l mt phng php marketing rt r, v iu ny khin

n b hn ch u t: Email l min ph; email khng cn ngun lc h tr.

Ngoi ra, email marketing v ang mang li thnh cng m khng cn qu nhiu n

lc. T trc ti nay, n vn l con nga th ca gii marketing trc tuyn, lng l

lm vic m khng i hi chm sc nhiu. Thnh cng, nhng khng my hp dn.

L mt ngi tip th bn rn v chu p lc v ngun lc, c th bn s hi ti sao bn

phi mt cng nghin cu k hn v email trong khi n vn ang thc hin mt

cng vic tng xng (v r mt) ri?

Ti sao nh?


http://biquyethoctap.com/vua-email

Email marketing tn ti yn n trong trng thi tng i n gin nh hin nay mt

phn l do ti tn gn y, chng ta vn thiu cc cng c, k nng, v kin thc cn

thit lm khc i.

Ngy nay, ngay c cc dch v v phn mm email marketing c gi tr cng u cho

php mi ngi tip cn cc cng c v c tnh thng minh, gip chng ta iu chnh

cc thng ip sao cho ph hp vi ngi nhn. Kt qu l mc phn ng ca th

trng cao hn, xt v doanh s, t l ti v, t l ng k

Chng ta cng hiu r hn v cc vn nh thit k email, bn quyn email, mc tiu

v cc yu t quan trng khc khi s dng email marketing.

Kt hp li, cc kin thc v cng ngh mi ny em li cho chng ta c hi tn dng

email marketing nhiu hn. Cc cuc iu tra nghin cu v cc nghin cu in hnh

cho thy nhng li ch r rng v ROI khi u t vo cc k thut s dng email phc

tp v sng to hn.

Do , chng ta s thy c li th r rng khi u t thi gian, cng sc, v tin bc

vo cc hot ng v cch s dng email tn tin.

Tng t, chng ta cng thy r nhng bt li ca vic tip tc p dng cc cch lm

c.

Nhng ngi nhn email ngy cng tr nn kn chn v t kin nhn hn khi cn nhc

email no nn c. Tiu chun cht lng t ra ngy cng cao. Ngi no p ng

c cc nhu cu ca ngi s dng s nhn v nhiu li ch ln, trong khi , nhng

ai cn tip tc phng thc email marketing c chc chn s thy doanh thu ca mnh

st gim dn.

Nhng ngi s dng dnh s ch v hnh ng cho phng thc email marketing

hiu qu ng thi cng c th trng pht phng php email marketing tm thng.

S trng pht ny ca h khng ch th hin vic h pht l nhng thng ip

c gi ti, m h cn nh du cc email l th rc (spam) ch bi h khng

mun nhn chng na.

Nu nhiu ngi cng lm vy, cui cng bn s b chn quyn truy cp hng triu hp

email.

Nhng ngi bo v cc hp th ny cc dch v webmail, nh cung cp dch v

internet, v cc phng IT cng ngy cng kht khe trong vic chn lc nhng email

c php chuyn ti khch hng v ngi s dng ca h.

Trong cuc chy ua v trang chng li th rc, cc email marketing nghim chnh

nhng khng p dng cc phng thc hiu qu cng c th chu tn tht ngoi d



kin b chn ng bi cc cng ngh chng th rc vn c thit k sng lc

nhng email khng lnh mnh.

Vic thay i thi quen c email cng khin mi vic tr nn phc tp hn. Chng

hn, bn th hnh dung ti s pht trin ca hnh thc email qua in thoi di ng m

xem. Bn phi lm g thit k cc email ph hp vi mn hnh nh, thu ht c s

ch ca cc lnh o cng ty v ngi tiu dng bn rn, khng lm vic ti vn

phng hay khng c iu kin s dng my tnh c nhn?

Tip na l nhng i mi trn th gii mng: web 2.0, cc mng x hi, tin nhn

nhanh, blog, feeds, t in bch khoa wiki Khng g trong s c th thay th c

email, song tt c u c sc cnh tranh ngm vi email, hoc b tr cho email, hoc

em li c hi s dng email tt hn. (Hoc c ba).

Chuyn gia th trng v email ngy nay c trch nhim tm hiu tt c nhng iu

trn. Mc ch ca yu cu ny l tn dng cc li ch m email marketing mang li

bng cch xy dng cc chin lc v p dng cc chin thut va c th khai thc

tim nng ca truyn thng trong khi vn p ng c cc thch thc vch ra t

trc.

Nu bn thy y l mt nhim v qu sc, th bn ang c ng sch ri y.

Vi S tht v marketing qua email, Simms Jenkins s h tr bn thc hin mc tiu

trn. Trong cun sch ny, bn s tm thy cc thng tin c bn v nhng kin thc

su sc cn thit, nh c th nh gi c cc hot ng email marketing hin ti

ca mnh v ci thin chng.

Phn ln cc cng trnh vit v email marketing u ch tp trung vo nhng chi tit

thc t nh l. Tuy Simms cng cp phn no ti iu , song cun sch ny ch

ti hai yu t trong email marketing m bn kh c th tm thy ni khc.

Yu t th nht l thng tin c bn v chin lc v t chc, m khi u l kin thc

v nhng li ch email marketing mang li cho cng ty bn v nhng iu bn c th

lm xy dng mt khung tham chiu ng n gip pht trin chng trnh ca

mnh.

Yu t th hai l li l gii v cc tng ng sau nhng h thng email marketing

hiu qu. Trong th gii trc tuyn nng ng, nhng hng dn c th v vic truyn

ti email g, u, v khi no ch c gi tr nht thi.

Simms dy bn cch cu c (thay v a bn con c) bng cch cung cp cho bn

nhng kin thc cn thit, qua bn c th lin tc nh gi v ci tin chin lc,

chin thut v email ca mnh da trn nhng nguyn tc bn vng trong khi vn phi



i mt vi nhng thch thc trong mt mi trng trc tuyn v email vn khng

ngng thay i.

Cng ty ca bn cng c th c c rt nhiu li ch nh p dng cc phng php

thc hin email marketing mi m, vt qua nhng th thch ca thc t. Sau khi

c xong cun sch ny, ti chc rng bn s tin li gn hn vi kh nng t c

cc mc tiu trn. - Tin s MARK BROWNLOW

S THT 1 Email l mt cng c Marketing c lc

Ti lun s gp phi tnh hung nhng ngi ngoi ngnh marketing hoc nhng

ngi khng quen vi email marketing hi ti rng ngh nghip ca ti l g. Thng

th ngay sau khi ti nhc ti t email, h lin th di ri ln ting than phin v th rc,

v hp th b y, v chuyn ti gp phn gy ra rc ri ra sao. L nhng chuyn

gia th trng c trch nhim, chng ta bit rng nhng g h ni hon ton sai s tht.

Thng th ti s gii thch cho nhng ngi cch hot ng ca email marketing

vn c xy dng da trn s cho php ca ngi s dng, v ri h nhn ra rng

h ng k nhn v tng thch c t nht mt loi th bo thng xuyn qua email

ca mt cng ty m khng nhn thc c rng chnh l email marketing. Ti lc

, ti kt thc cuc ni chuyn vi h bng mt n ci v mt cm gic ging nh

mnh va lm thay i cht t ci quan nim sai lm rng tt c email marketing thng

mi u l th rc.

Email l phng tin truyn thng nhanh nht, linh ng nht, tit kim chi ph nht,

mang tnh c nhn nht, v nh hng nht trn th gii ngy nay.

Peppers & Rogers Group

Cu ni trn ca cng ty Peppers & Rogers Group tm tt li cc li ch ca email

marketing. Tuy nhin, trong nhng nm qua, email marketing thng mi b lm

dng. Mc d vy, n vn l cng c marketing c lc v tit kim chi ph nht cho

truyn thng c nhn v xy dng cc mi quan h. Trong khi nhiu ngi vn ang c

gng tm hiu cc li ch ca email marketing (m c l y cng l l do ti sao bn li

c cun sch ny), th rt nhiu cng ty ln nh khc u khm ph ra rng n c

th tr thnh cng c truyn thng v cng ph hp vi c khch hng tim nng ln

khch hng hin ti. Trn thc t, ngi ta d on rng mc chi dng cho email

marketing s t ti 2,1 t -la vo nm 2012. V vi t l 97% ngi tiu dng v

94% chuyn gia th trng s dng email nh hin nay, vic t c con s trn l

chc chn. C l bn mun bit iu g khin email tr thnh knh marketing tuyt

vi nh vy. Chng ta hy cng tm hiu.



Nhng g bn nhn v ln hn nhng g bn b ra

Cc nghin cu mi y ch ra rng vi mi -la u t vo email marketing, bn

c th thu v mt khon doanh thu l 46 -la. Nu iu vn cha gy n tng vi

bn, c th thng tin sau y s khin bn quan tm: Email marketing em li t l li

nhun trn u t (ROI) cao nht trong s tt c cc phng php s dng marketing

trn internet. Thm na, nh ti ni, email marketing rt tit kim chi ph, v th bn

khng cn phi b ra hng trm nghn -la mi c th bt u mt chng trnh email.

Bn c th bt u vi mt ngun lc nh, ri dn dn xy dng nn mt chng trnh

email phc tp hn. Thm ch mt vic lm n gin nh thc hin chng trnh th

thng tin (newsletter) qua email, vn c s dng xy dng mi quan h hn l

nng cao doanh s, cng c coi l mt hnh ng mang li t l ROI cao nht m

bn c th thc hin ci thin s hin din ca mnh trn internet. T y, bn c v

s la chn i tip.

Email c th hu ch i vi bt k ai

Mt li ch tuyt vi khc ca email l s a dng chc nng. Email i hi chi ph thp

v c th tip cn nhiu ngi, nh m bt k cng ty no cng c th s dng n.

Ti thng hnh dung rng n san bng sn chi cho mi doanh nghip. D bn l ch

mt cng ty nh hay mt cng ty trong danh sch Fortune 500, bn vn hon ton c

th tn hng nhng li ch ca email. Mt s cng ty c th khng tin u t

vo nhng chin dch qung co ln hoc cc chng trnh i hi ngun kinh ph ln

khc, nhng bt k ai cng c th u t vo mt chng trnh email marketing hiu

qu, c ln k hoch cn thn.

Email gip bn kt ni vi khch hng

Chng ta hy bn v s trung thnh vi thng hiu. Bn ang lm g khin khch

hng hin ti v khch hng tim nng quan tm ti thng hiu, sn phm hay dch

v ca mnh? Nhng vic lm c hiu qu khng? Bn c chc khng?

Email l mt cch tuyt vi gip bn to lp lng trung thnh vi thng hiu. Mt sai

lm m cc chuyn gia th trng hay mc phi l h khng cho rng email l mt cng

c quan h. Nu bn dng email gi thng ip i y m khng c chin lc

no ng sau hnh ng , th n s khng hiu qu v cng khng mang li li ch

m ti cp t trc. Li ch thc s ca email l s dng n dn dn xy

dng cc mi quan h lu di. Suy cho cng, nu bn kt giao vi mt ngi, v ch

thnh thong gi cho h vi dng m chng c g ph hp ni, th mi quan h ny

s ko di bao lu?

V kha cnh ny, email cho php bn to ra v truyn t nhng ni dung truyn

thng c th, ph hp vi mi quan tm ca khch hng hin ti hay khch hng tim

nng ca bn. Bn c th iu chnh cc thng ip ph hp cho tng c nhn, ri



truyn ti chng vo thi im v theo nhng cch m mi c nhn mong mun. Cn

knh truyn thng no khc c th mang li cho bn s la chn ny?

C th o lng c

Bn c mun bit nhng ai nhn thy qung co ca bn ng trn t tp ch ni

ting n thng qua khng? Hay thm ch bn c mun bit nhng ngi c thc

hin bt k hnh ng no sau khi xem qung co khng? Do email l th c th o

lng, nn bn c th bit c nhng iu trn t cc chin dch email ca mnh (nu

chng c thc hin ng n). Email c s dng ph bin mt phn l v cc

chuyn gia th trng c th nhn bit c nhiu thng tin t cc metric trong cc

chin dch ca h, v s dng thng tin thay i ng hng hay nng cp, ci

to.

C th hng ti tng i tng c th

Nu bn thu thp c nhng thng tin nh gii tnh, tui hay s thch ca nhng

ngi ng k nhn email, bn s c trong tay mi th bn cn thit xy dng

nhng chin dch marketing email c th v ph hp. Bn c th iu chnh cc thng

ip ti tng nhm i tng ring bit v cung cp cho h nhng ni dung v ngh

ph hp vi bn thn h hn. Kt qu cui cng l, ngi ng k nhn email s c

c th m h mun, cn bn s hiu r hn v phn ng ca tng phn khc ngi

s dng, t tip tc iu chnh v gi nhng email ph hp hn ti hm th ca h.

Tc thi v kh thi

C l ai trong chng ta cng tng nghe ti cu ni: Thi gian l tt c. Cn email li l

th tc thi v kh thi. a thng tin khuyn mi qua email vi mt thng ip khuyn

khch ngi nhn thc hin hnh ng mua c th to ra hiu qu kh tin vi doanh

thu ca cng ty bn. Khng c knh truyn thng no khc cho php bn tip cn

khch hng trc tip trong mt thi gian ngn nh vy. Do tnh tc thi ca n, email

c th lm nn iu k diu khi bn mun nhanh chng gii quyt cc vn hoc bn

hng tn kho trong nhng tnh hung i hi s giao tip kp thi.

Phi hp tt vi cc phng tin marketing khc

Nu bn thy cc li ch ni ti ca email nh trn vn cha , th vic kt hp n vi

cc knh marketing hay cc n lc marketing khc c th em li hiu qu tuyt vi.

Bn hy th dng email nng cao s lng ngi truy cp vo website ca mnh

m xem. Nu website ca bn ang gii thiu mt cun sch, bn c th gi email ti

khch hng gia tng lu lng truy cp vo website thay v mt thi gian ch qung

co pht huy tc dng hay ngi ch cc khch hng tim nng v tnh truy cp vo

website ca bn. Bn cng c th gi email gia tng lng ngi tham gia nhng

s kin c bit (bao gm c nhng s kin trc tuyn v phi trc tuyn). y mi ch

l mt s iu bn c th lm nng cao tnh hiu qu ca email. Hy th tip nh.



S THT 2 Email marketing c gi i vi s ng ca ngi s dng khng phi l th

rc

Ti xin khng nh ngay rng nhng email marketing c gi vi s ng ca ngi

nhn khng phi l th rc. im chung duy nht gia hai loi hnh email l phng

php gi, v ngay c trong trng hp , vn c nhng khc bit r rng gia chng.

Email thng mi c gi i p li mt yu cu c th, m theo nh ngha, vic

ngi s dng cho php bn gi email li khin n khng tr thnh th rc. Th rc

l nhng email khng c yu cu, khng c ai mong mun, v do , c gi i

m khng c c s ng ca ngi nhn. Khi c ngi quyt nh ng k nhn

email ca cng ty bn, iu c ngha h ni rng: Vng, ti cho php anh. Ti mun

bit anh mun ni g vi ti v c sn phm g cho ti. Khng ngi bnh thng no

mun trao c quyn t do ny cho cc i tng gi th rc c.

Nhim v ca email l xy dng cc mi quan h. Khi c ngi tin tng bn v

thng hiu cng ty bn, trao cho bn a ch ca h v yu cu bn lin h vi h, th

bn khng nn lm dng iu . Email c s cho php ca ngi nhn c th

nhanh chng b chnh h coi l th rc nu bn khng tn trng nim tin m h giao

ph.

Email marketing hp php v c cho php v th rc b gom chung vo mt nhm v

hot ng s dng email ang gia tng theo cp s nhn. Phn ln nh tnh ph bin

v mc chi ph thp ca nhiu chng trnh phn mm email c bn m nhng ngi

gi th rc nhanh chng li dng iu ny s dng email mt cch v trch nhim.

Song ch l con su lm ru ni canh. Hnh nh v email vi vai tr mt knh

marketing b nhng k lm dng lm hoen , nhng nh th khng c ngha n l

cng c km hiu qu hoc tt c cc email thng mi u xu. Quan im cho rng

email marketing l th rc l mt s khi qut ha sai lm. y cng l iu m cc

chuyn gia trong ngnh nh ti phi vt qua hng ngy. Bng cch gio dc cho cc

chuyn gia th trng khc nhng s tht v email marketing, chng ti c th phn

bit c mnh vi nhng ngi gi th rc.

Nu bn tng s dng email lm mt knh marketing, hn bn bit rng iu c ni

n nhiu nht trong lnh vc ny l cc chun mc thc hnh tt nht. Chng c

a ra bn lun v c cc chuyn gia th trng c trch nhim ca ngi l nhng

biu tng mu mc. Nu bn khng thc hin cc chun mc trong email marketing

c xy dng da trn s cho php ca ngi nhn, th email s khng mang li ch

li g cho bn. Cc chuyn gia th trng v ang thnh cng khi s dng email

cng thc hin cc chng trnh email marketing tun th php lut, v u t thi

gian iu chnh cc thng ip sao cho ph hp vi tng i tng ngi s dng



yu cu c nhn email ca h. Cn phi coi nhng chun mc ny (bao gm c

nhng chun mc c cp trong cun sch ny) nh l danh mc c kim

chng gip bn t kim tra xem mnh i ng hng cha.

Chng ta hy cng suy ngh v mt s quan nim ph bin i vi th rc v so snh

chng vi cc chng trnh email marketing a dng, da trn s cho php ca ngi

nhn.

ng k nhn email? Th no l ng k nhn email?

Nhng ngi gi th rc khng quan tm ti vic bn c yu cu nhn cc thng ip

ca h hay khng. Nh ti cp trn, cc chuyn gia email marketing gii ch

gi thng ip ti nhng khch hng hin ti v khch hng tim nng yu cu nhn

thng ip. Cc chng trnh email marketing u phi c sn v duy tr mt quy trnh

ng k nhn email v xc nhn yu cu. y l im khc bit quan trng nht ca

mt chng trnh email marketing hp php, c xy dng da trn s cho php ca

ngi s dng. Tt nht l bn hy coi s cho php ny l mt dng hp ng. Hy

nh rng khi ngi s dng yu cu ngng tip nhn email, iu c ngha l h

khng cho php bn gi email cho h na, cng tc l h chm dt hp ng vi

bn.

on m

Nhng ngi gi th rc khng thc s ti vic h c gi thng ip ti cc a

ch email chnh xc hay khng. Trn thc t, h thng suy on a ch email bng

cch kt hp mi thnh t c th ca mt a ch da trn tn min; v kt qu l h

thng gi email ti rt nhiu a ch khng tn ti hoc khng cn hot ng. V h

lin tc lp i lp li sai lm ny bi v danh sch cc email xc thc thng thay i

theo thi gian; trong khi , cc a ch sai lm ny s b loi i trong cc chng trnh

email c s cho php ca ngi nhn.

Khi bn bt tay vo thc hin hay ci tin li mt chng trnh email, hy nh dnh u

tin hng u cho cng tc qun l danh sch email. Cc chuyn gia email marketing

gii ch gi thng ip ti nhng a ch email xc thc. Vic s hu mt danh sch

email cp nht v c duy tr tt s em li nhiu li ch quan trng. Lm nh th,

bn khng ch bo m rng thng ip ca mnh s ti c tay ngi cn nhn m

cn gt hi c nhiu kt qu tt p hn na.

ng k ngng nhn email? Anh a y ?

Tht d khi lin tc gi email. Phn ln cc thng ip trong th rc u khng cho bn

c hi ng k ngng nhn email, m nu chng c cho bn c hi i chng na,

th hn bn vn thng xuyn nhn c nhng thng ip khng mong mun. Hy

tun th nhng chun mc v lut php trong email marketing gn nh tt c cc c



quan quc t u yu cu phi c mc ng k ngng tip nhn email trong cc quy

nh lin quan ti email. Trong o lut CAN-SPAM ca Hoa K (xem S tht 39), iu

quan trng nht l phi to c s d dng cho ngi nhn ng k ngng nhn

email v bn khng c gi email ti nhng ngi ny na. Mt ln na, hy nh

c S tht 39 bit thng tin v tt c nhng kha cnh trong o lut CAN-SPAM

m bn cn tun th.

Ni dung? Ni dung g?

Cc thng ip ca th rc thng khng c ni dung ph hp, cu t sai ng php

hay khng c ngha. Tri li, cc thng ip ca email c gi thng qua s cho

php ca ngi nhn lun lun mang li iu g c gi tr hoc th v cho ngi

nhn song chng khng cho bn nhng sn phm gi r ti mc kh tin.

Tiu email v thng tin ngi gi

Mt c im khc bn c th nhn thy trong cc th rc l phn Tiu v phn

Ngi gi hon ton khng lin quan g ti ngha thc s ca thng ip hoc ti

ngi nhn. Trong mt nghin cu do cng ty ti tin hnh, 30% th rc c phn Tiu

sai lc v 80% ghi sai phn Ngi gi. Liu mt chuyn gia th trng y trch

nhim c iu ny xy ra khng? Khng, c bit l khi h bit r sc mnh ca

nhng dng Tiu c tn thng hiu xc thc. D nhin, nu bn tng c th rc

trong hp th ca mnh, th hn bn cng nhn thy rng chng cha cc ni dung,

ng dn v nhng nh la o.

Mc tiu duy nht

Trong khi nhng ngi gi th rc ch mun thu c kt qu tc thi t mt thng

ip email ( c th l thng tin bn Viagra, tit l thng tin ti chnh ca bn hay pht

tn th rc vo my tnh ca bn), th vi t cch l mt chuyn gia th trng c trch

nhim, bn nn t chin lc email l ginh c lng trung thnh lu di vi thng

hiu cng ty mnh thng qua nhiu chin lc email khc nhau m ngi s dng

ng k nhn.

Trn y l mt s so snh gip bn phn hi khi c ngi ni vi bn rng tt c cc

email marketing u l th rc. D nhin th rc vn s l mt vn ln khi ni v

hnh nh email trong vai tr mt knh marketing. Theo mt nghin cu gn y, 2/3

email m cc doanh nghip nhn c hin nay l th rc. Tuy nhin, vi s h tr

ca lut php v khi cc chuyn gia th trng c trang b y kin thc v

nhng cch thc lm vic hiu qu nht, chng ta c th thay i c iu . Mi

nm, s khc bit gia email c s cho php v th rc ngy cng tr nn r rt hn.



S THT 3 Email marketing v cng hiu qu v chi ph, hng ng i tng, v c th

o lng c

Ti chng minh rng email l mt cng c c lc, v ti cng xin nhn mnh rng

bn c th thc hin mt chng trnh email bt k cp no, vi bt k cng ty

ln nh no, v vi bt k ngun ngn sch no. Khng kh hiu ti sao nhiu

chuyn gia th trng li khng ngng gia tng ngn sch dnh cho email mi nm.

Trong s tt c nhng li ch m email c th mang li cho mt chng trnh

marketing, bn li ch m ti a thch nht u nm S tht s 3 ny.

Email hiu qu v mt chi ph

Nu bn khng c ngun ngn sch ln nhng vn mun thc hin mt chng trnh

email, bn c th lm c iu . Nu bn c ngun ngn sch ln v mun xy

dng mt chng trnh email hng u th gii, bn cng c th lm c iu . D

bn b ra 20 -la hay 20.000 -la mt thng cho email, bn vn s c kh nng tip

cn cc khch hng hin ti v khch hng tim nng ng thi nh gi c mc

thnh cng ca mnh. D nhin, khi kin thc ca bn v email marketing pht trin v

khi hiu qu thc t ca n cho thy n xng ng nhn c ngun ngn sch ln

hn, th vic u t lin kt vi mt cng ty t vn v email c th em li cho bn

nhng thng tin v cng qu gi v mt chin lc, bo m s thnh cng ti a cho

cc chin dch ca mnh, v gip bn a mi th ln mt tm cao mi. Tuy nhin,

trc khi t ti giai on , th vic ti u ha cc chin dch email c th gi mc

n gin (v r) nh kim tra thng tin Ngi gi v Ch email.

C mt s cch n gin v tit kim ti a ha hiu qu s dng email ca bn,

chng hn nh phn loi v tp trung khch hng da trn lch s giao dch ca h vi

cng ty hay thng tin c bn v h. Bn khng phi mt thm chi ph c th s dng

mt cch thng minh cc d liu v khch hng v hot ng. Bn cnh , hy suy

ngh v cc hot ng u t hin ti ca mnh cho cc knh marketing khc, v d nh

qung co tnh tin. Email c th b tr cho nhng chin dch tn km hn ng thi

a ra mt thng ip h tr m khng khin bn phi u t thm. Ni cch khc, bn

khng cn phi b ra mt khon tin ln c th c c nhng li ch ca

marketing qua email.

Email c th thc hin d dng

Ty thuc vo quy m cng ty, bn c th chn cch t thc hin chin dch email

marketing hoc thu ngoi. D theo cch no, th vic thc hin cc chin dch ny trn

thc t cng khng gy qu nhiu kh khn hu ht mi cp (ty theo quy m v

phc tp ca chng trnh email). Nu bn khng c ngn sch thu ngoi,

th vn c rt nhiu cng c tin dng m bn c th p dng xy dng v trin khai



cc chng trnh email chuyn nghip. Nhng cng c ny gip ch cho cc doanh

nghip va v nh, khng c ngun lc hoc kin thc thit k v to m HTML

cho email hay qun l danh mc a ch khch hng. Chng cung cp cc giao din c

sn, d s dng v thng a ra nhiu kh nng la chn gip bn ti a ha cc

chin dch ca mnh. Nu bn ch mi bt tay vo thc hin email marketing hay danh

sch khch hng ca bn t (di 2.000 ngi), th nhng cng c nh th ny l mt

la chn tuyt vi. Ngay c khi danh sch khch hng cng nh nhu cu ca bn tng

dn, bn vn c th tip tc s dng nhng sn phm, dch v v cc cng ty chuyn

v email trn th trng t a cc chin dch ca bn ln mt nc thang mi.

Ngnh email marketing pht trin v m rng rt nhiu trong ba nm va qua, do

, trn th trng lun sn c cc cng ty cng nh cc sn phm c th gip bn gii

quyt mi tnh hung.

Email marketing hiu qu l marketing mc tiu

Email marketing trc tip thc th c ngha l thng ip marketing ca bn c nhn

nhn v x l nh l thng tin lin lc duy nht dnh cho ngi s dng. Email

marketing c th hng ti nhiu i tng khc nhau da vo cc bin s. Khi bn

mun xy dng mt chng trnh email nhm em li gi tr cho tng i tng tip

nhn email, th cch thc tip cn c ngha then cht. iu ngha l bn cung cp

nhng ni dung ph hp do ngi nhn la chn, hay a ra nhng ngh ring bit

da trn lch s giao dch hay a im ca ngi nhn email. iu quan trng y l

vi email marketing, bn c th d dng ty chnh cc thng ip v o lng cc

thng ip iu m bn khng th tm thy cc knh marketing khc.

Email c th o lng c

Khi mi trin khai s dng email lm cng c marketing, c l bn s khng ngi yn

v lin tc kim tra xem ai c email ca mnh, ai nhp chut vo mt ng dn

hay ai chuyn tip email cho ngi khc. Khng ging vi bt k cng c

marketing no khc, email gip bn o lng hiu qu ngay lp tc. Bn s c th thu

thp thng tin v mi c nhn khch hng hay thng tin tng quan. Khi thy rng email

i hi t ngn sch nh th no v ngun thng tin bn thu thp c t n rng ln

ra sao, gi y hn bn thy email v gi ti nhng no ri ch?

Email c th cho bn bit tng tn khch hng thch g, iu g khin h phn ng v

h khng thch tip nhn ci g. Nghe tht n gin. Nhng liu bn c chu u t mt

cht tm hiu xem khch hng phn ng vi ci g lin quan n marketing khng?

Khng mt cng c marketing no khc cho php bn o lng c ngay iu ,

nhanh chng iu chnh phng php tip cn c kt qu tt hn. Bn cn c th

xem kt qu din bin theo thi gian theo di hnh vi ca tng ngi hay ca tt c

ngi s dng, nh vy bn s nhn ra nhng l hng trong phng php marketing

ca mnh qua tm cch thay i ci thin n. Ngoi ra, email cng em li cho



bn nhng thng tin ti liu r rng. Bn c th s dng nhng kt qu ny lm

bng chng khi xin thm kinh ph u t, v th hin cho cng ty bit nhng ng gp

ca b phn mnh vo doanh thu chung. Liu cn c cng c no khc cho php bn

thc hin iu ny vi s chnh xc tng t m li i hi t cng sc n th?

S THT 4 Email mnh m hn bao gi ht

Email vn thng b lm dng, d l bi bo ch hay cc qun l cp cao (trong trng

hp h bit rng cng ty mnh hin cng ang thc hin mt chng trnh email). Hng

nm, mt s nh bnh lun li d on rng email s chu tn tht trc s tn cng

ca cng ngh web hay cng ngh truyn thng mi. Song iu cha bao gi xy

ra c, bi l email khng ngng tin ha.

Mc chi dng cho email marketing tng tng nm, v gii phn tch nhn thy rng

xu hng ny cn tip tc trong tng lai. Dng nh cc th trng vn cng ng

vi nhn nh trn, v cc v mua bn cc cng ty chuyn v email vi gi tr ln ti

hng trm triu -la vn tip din. Email khng cht n ang tin ha. Email hin

ang pht trin mnh m hn bao gi ht, v bn ng ngi khc la m mnh:

tng lai ca email rt xn ln. Mc d c th c ngi ni rng email ang sp ht

thi, nhng nhng ngi trong ngnh nh chng ta mi bit r hn c. Email

marketing cha bao gi hp th c ngun sc mnh to ln nh hin nay.

Nu nhng thng tin m ti chia s vn cha khin bn tin rng email t ti tc

pht trin ti a, th bn hy nh rng cc nh phn tch xut sc ca nhng cng ty

nghin cu nh Forrester Research cng ng h kin rng khi c thc hin ng,

email c th l mt knh marketing mc tiu mnh m nht m cc chuyn gia th

trng mong i.

Di y l nguyn vn trch on ca Forrester Research:

Mc d c nhng lo ngi v vic email marketing s dn b tht sng, song n vn

hot ng rt tt. Trn thc t, nhng ngi hay dng email chnh l mt trong nhng

khch hng gi tr nht ca cc chuyn gia th trng. H dnh nhiu thi gian trn

mng hn, h mua hng theo thch, h tr tin mua s thun tin, v k cho ngi

khc nghe v nhng qung co v email m h nh gi cao. Cc chuyn gia th

trng nn bin khch hng ca mnh thnh nhng ngi thch dng email bng cch

iu chnh cc chng trnh email cho ph hp vi cc hnh vi c th ca h.



Cc nhm ngnh

Mt trong nhng im th hin r rng nht sc pht trin v sc mnh ca email

(ngoi tr nhng con s thng k nh th ny: khch hng mua cc sn phm c

qung co qua email thng chi tiu nhiu hn 138% so vi nhng ngi khng mua

qua email) l s pht trin ng k ca nhng ngi ng u trong lnh vc ny. Gn

y cc chuyn gia trong ngnh t mt s cng ty uy tn nht trn th gii tp hp

nhau li chia s chuyn mn v trao i vi cc chuyn gia khc. y l l do ng

thi cng l cch thc pht trin ca email trong vai tr mt knh marketing.

Mt trong nhng nhm ngnh ti a thch l y ban Kinh nghim Email (EEC). L

nhnh chuyn trch v email ca Hip hi Marketing Trc tip, nhm ny tp hp cc

chuyn gia ton cu nhm thc y vic s dng email marketing v cc hot ng

truyn thng. Ni thng ra, y chnh l iu m gii email mong i t lu mt

nhm ring bit vn hnh bi cc chuyn gia email marketing vi mc tiu gii quyt

cc vn lin quan ti email ng thi gi v tr v ch trong knh marketing ny. S

ra i cng nh cc tin b tip theo ca nhm ny gp phn a email tr

thnh mt ngnh pht trin, v gi y n c th t bo v cho mnh bng nhng mc

tiu kt hp song song vi cc n lc gio dc. Cc bn c th truy cp website ca h

bit thm thng tin: www.emailexperience.org.

Nghin cu v thng tin

Bn cnh , cc nghin cu su cng em li nhng bng chng r rng v s pht

trin cng nh mi quan tm ngy cng gia tng dnh cho email. T nhng bo co t

thc hin ban u, gi y ngnh ny c c nhng phn tch c ngha hn m

gn nh tt c cc chuyn gia email d h l ngi mua kt qu phn tch hay l

thnh vin ca t chc thc hin nghin cu u c th s dng phc v cho

mnh.

Bn s thy rng nhng thng tin hu dng v email lun c sn v thng l min

ph. Trn internet c nhiu blog v website tuyt vi; chng c th gip bn nhanh

chng tr thnh mt chuyn gia email marketing xut sc. V th, hy tn dng chng.

Di y l mt s website/blog ti a thch:

EmailStatCenter.com Th thc l ti c tham gia vo website ny. Khi nhn thy

rng c mt l hng trong ngnh lin quan ti vic thu thp cc chun o (metric) v

im chun cho email, ti phi hp vi nhm EEC ni trn thnh lp website ny.

Vi cc chuyn gia th trng, website ny l mt ca hng bch ha, ni h c th

mua bt k th g lin quan ti chun o cho email, ng thi n cng cung cp hng

trm thng k cp nht v hn 40 hng mc, t tn sut xem email cho ti dng tiu

. Nhng thng tin ny c th h tr cho bn khi bn mun tm cu tr li cho nhng


http://www.emailexperience.orghttp://biquyethoctap.com/vua-email

cu hi v ngn sch dnh cho email hay khi bn mun thuyt phc ban ti chnh rng

bn cn thm ngn sch cng c hay khi ng chng trnh email. Hy truy cp

vo website www.emailstatcenter.com bit thm chi tit.

RetailEmail.Blogspot Nn coi y l website bt buc phi c i vi bt k ai

hot ng trong ngnh bn l. Hy coi ch nhn ca website ny, cu nh bo Chad

White, l chuyn gia email ngnh bn l ca ring bn. Anh y thng chia s nhng

suy ngh thng nht ca mnh v nhiu chin dch cng nh xu hng s dng email

trong ngnh bn l. V nhng thng tin u c anh chia s min ph. Bn hy th

truy cp website ny xem sao: www.retailemail.blogspot.com.

Be Relevant Blog Ti thch blog ny v n c vit bi mt chuyn gia thc th v

email marketing v l ngi c kinh nghim thc t t pha khch hng. C thng

xuyn cp nht bi vit trn blog vi gc nhn mang tnh quc t, lun lun bt nhp

c cc vn cng nh c hi mi lin quan n email. bit thm thng tin, bn

c th truy cp vo website: www.b2bemailmarketing.com.

EmailMarketingReports.com y l mt trong nhng website chuyn v email uy

tn nht tng tn ti; ch nhn ca n l mt Tin s, ng khng c sn phm hay dch

v g rao bn c. Website ny cung cp nhng li khuyn thc t v email, thng tin

v cc din bin trong lnh vc ny, v cc bi bo vit v email. Bn hy truy cp trang

www.email-marketing-reports.com tm thm thng tin.

TheTruthAboutEmailMarketing.com y l website gii thiu v cun sch ny,

y bn c th tm thy thm nhiu thng tin cng nh cc ngun thng tin khc. Vy l

ln ti, nu bn c mt bi bo hay tr chuyn cng ai v ch ci cht ca

email, bn s c c gc nhn mi. Email ang pht trin dn cng vi thi gian.


http://www.emailstatcenter.comhttp://www.retailemail.blogspot.comhttp://www.b2bemailmarketing.comhttp://www.email-marketing-reports.comhttp://biquyethoctap.com/vua-email

S tht 5 Email gp phn gim cc chi ph khc, v th hy u t vo n

Nu c ti y ri, th hn bn bit ti sao email li tit kim chi ph hn so vi

bt k knh marketing no khc. Nhng khng phi v email t i hi chi ph m bn

khng cn u t vo n. Ni nh th khng c ngha l ti khuyn bn phi dnh c

hng nghn -la cho n. trn ti ni rng email san bng sn chi gia cc

doanh nghip nh chi ph r. Tuy nhin, ti cng mun nhn mnh l nu bn u t

vo chng trnh email d l u t tin, chin lc, hay c hai th bn s c th

ct gim chi ph cc kha cnh khc y.

Dng email kim tra th thng ip gi i v nhng cch tip cn marketing khc

u t cc ngun lc ni b pht trin v thc hin mt chin lc (hay tt hn l

ct bt mt phn ngn sch dnh cho email marketing) c th khin bn bt ng v

n em li nhiu thng tin su m bn cha tng bit v khch hng ca mnh. u t

vo email c th gip ct gim cc khon chi ph khc v n gip bn kim tra nhanh

xem ci g hiu qu v ci g khng. Khi kim tra cc chun o email ng cch, bn s

bit c rng khch hng phn ng vi ci g v h b qua ci g. Bn c th bit h

thch hay khng thch thng ip v nhng yu t sng to no, hay h s thch mua

sn phm no.

Nu bn cha tm c l do chng minh cho s thch ng ca vic dnh mt

khon ngn sch ln cho email marketing (ti s gip bn iu ny trong S tht 6),

hy s dng cc chng trnh email ang c h tr tit kim chi ph cho cc

knh khc. Bn th hnh dung tnh hung sau nh.

Bn mun gii thiu mt sn phm mi, v bn dnh rt nhiu thi gian tm ra

thng ip ph hp. Cui cng, mi ngi trong cng ty cng i n nht tr, v bn

sn sng a thng ip ra th trng. Liu bn c mun kim tra th thng ip

ca mnh qua mt chin dch email trc khi u t hng nghn -la vo mt chin

dch qung co m bn kh c th bit n c cng chng n nhn ra sao hay

khng? l cha k email cho php bn nhanh chng a ra nhng thay i.

Hay gi s bn c hai thng ip marketing cho mt sn phm hoc dch v mi. Vi

email bn c th phn loi danh sch khch hng th nghim c hai thng ip .

Liu cn c knh no khc gip bn thc hin nhng cng vic ny vi mc chi ph

thp nh vy trong khi li cho php bn phn tch ngay lp tc xem la chn no l tt

hn? Ch ring iu ny thi cng c th tit kim cho bn hng nghn -la, v bo

m rng cc chin dch marketing khc c kim tra v nh gi mt cch hp l.

Trc tip ct gim chi ph vn hnh bng email



Khi ni v cc chng trnh email, ngi ta thng ch nht ti kha cnh thc y

doanh thu v xy dng cc mi quan h; tuy nhin, mt cng ty tr gi hng t -la,

mt i tc thc hin cc chng trnh ca chnh ph, s dng email theo mt trong

nhng cch thc thng minh nht m ti tng thy. Cng ty ny thnh cng trong

vic dng knh ny ct gim cc khon chi ph khc v ti cho rng iu ny cng

s c nhiu chuyn gia th trng khc p dng trong nhng nm ti.

L mt cng ty m trch nhiu chng trnh nh cho chnh ph, h dnh ra nhiu

ngun lc ni b qu gi duy tr mt tng i cung cp thng tin v tnh trng thanh

ton cho cc nh cung cp dch v y t trong chng trnh Medicaid. Vi hy vng ct

gim chi ph s dng cc nhn vin phc v khch hng, cng ty ny quyt nh thc

hin mt chng trnh email c nhn hng tun, trong h gi email thng bo tnh

trng thanh ton ti tng khch hng. Email c gi u n vo mt ngy gi c

nh trong tun. iu ny gip bo m rng cc nh cung cp d dng v kp thi c

c thng tin h cn, ng thi gip chnh cng ty v cc khch hng ca h tit kim

tin bc v ngun lc khi khng cn phi gi in hi thng tin na. Nu bn va tit

kim c ngun lc ni b li va xy dng c mt chng trnh email d s

dng, bn s c c c hai li th: tit kim tin bc v c mt nn tng ngi s

dng thu thp nhng thng tin m h mun. Ngy cng c thm nhiu cng ty tm n

email marketing ct gim cc khon chi ph lin lc giao dch truyn thng lin quan

n ha n, chng t, v xc nhn thng tin ng k.

Ct gim cc chi ph marketing khc

Bn c th tit kim hn na bng cch gim hoc loi b hn cc cun sch gii thiu

sn phm t , thay vo , bn c th gi email ti ngi s dng v cho h

ng dn ti ni lu phin bn s ca cun sch . Bn cng c th p dng iu

tng t vi th trc tip, mt phng php marketing t khc. Email l mt s b

sung hoc thay th t nhin cho cc phng tin lin lc marketing qua bu in trc

y.

y l mt v d tuyt vi cho thy bn c th giao ph cng vic cho email qua

ct gim chi ph, ng thi mang li cho khch hng nhiu s la chn hn, cng nh

kim sot c cch h tip nhn nhng thng tin lin lc thit yu. Vi email, cc li

ch v mt mi trng cng khng h nh.

S tht 6 Dng Li nhun trn u t (ROI) ca email phn b ngn sch

T lu email vn l a con ri ca cc khon ngn sch dnh cho marketing. Do chi

ph lin quan n li nhun ca email thp, nn nhiu cng ty c suy ngh sai lm rng

khng nn dnh mt khon ln trong ngn sch marketing cho n mc d s tht l



email c th em li nhiu hn nhng g n i hi. Email thm ch cn c th hiu qu

ti ni n thng tr thnh nn nhn trong thnh cng ca mnh. Mt nh phn tch uy

tn pht biu rng email hiu qu ti mc nhng thnh qu tuyt vi ca n c th gy

hi cho vic phn b ngn sch.

Khi c cc thng k sau y, bn s thy kh hiu l ti sao email li ch chim mt

phn nh nhoi n th trong ngn sch.

Vi mi -la b ra cho email marketing, cc chuyn gia th trng c th thu v 46

-la li nhun.

Ch s ROI ca email cao hn 70% so vi bt k phng tin marketing phn ng

trc tip no khc.

60% cc lnh o doanh nghip ni rng Internet v email l hai cch tt nht cc

cng ty qung co c th tip cn h.

Email em li doanh thu vi t l chi ph cho mi n t hng l di 7 -la; con s

ny l 71,89 -la cho qung co trn banner, 26,75 -la cho qung co tnh ph, v

17,47 -la cho cc chng trnh lin kt.

Tht kh m tin rng, trc nhng d liu ngnh nh trn, ngn sch dnh cho email

vn qu khim tn so vi vic chi tiu cho cc knh khc. Tuy vy, ci hay ca email l

ch, khi bn mun m rng ngn sch, bn c th d dng tm d liu minh chng

cho quyt nh ca mnh. Ch cn s dng mt s chun o v cc d liu thu c t

cc chin dch email marketing trong c nm l bn c th a ra nhng d on

chnh xc, gip bn khng nh c rng cn phi gia tng ngn sch cho email

marketing trong nhng nm sp ti.

Ti khuyn khch bn thc hin cc bc sau y m rng ngn sch cho email

da vo ch s li nhun trn u t (ROI).

1. Bc u tin l vch trc mc tiu. Hy xc nh bn mun thu c g t

chng trnh email marketing, xt c v cp chin dch v tng th. Bn c th cn

nhc nhng kha cnh nh s doanh thu mong mun, lng khn gi truy cp, lng

khch hng vo ca hng, s ngi chuyn sang s dng knh khc, s ngi tip

tc s dng knh hin c, nhng sn phm to nhiu doanh thu nht, s ngi ng

k nhn email, cc mi quan h cng chng, khuyn mi cho Danh sch ny c th

ko di ty thch. Bn c trch nhim xc nh cc mc tiu ph hp nht vi nhng

mc tiu marketing v kinh doanh ca cng ty mnh. Tht ngc nhin l nhiu ngi ti

gp khng h bit cc mc tiu chung cng nh mc tiu i vi chng trnh email

ca cng ty h, l cha k n nhng mc tiu chin dch t c th hn.



2. Sau khi xc nh c mc tiu, hy lm mt bng im hng thng. (Xem bng

im nhng trang sau tham kho s dng cho chng trnh ca bn). iu ny

cho php bn v nhm marketing ca mnh gim st cc ch s hot ng chnh ca

email trong bi cnh chung l mc tiu ca cng ty (lin quan v khng lin quan ti

email) v cc chun mc trong ngnh. V cc chin dch email hay thay i, bn cn

lin tc nh gi v iu chnh cc mc tiu trong bng im ca mnh. iu ny s

gip loi b nhng yu t bt ng v bo m rng nhm marketing hay nhm email

lc no cng bit c im s. Bng im ny c th nh hng cho bn nn u t

ngun lc vo u (tc l nhng chun o c th cn phi/c th ci thin t c

cc mc tiu hay gia tng t l ROI hoc doanh thu). Suy cho cng th cc chun o

email lm sao pht huy c tc dng nu chng ng mt mnh?

3. Xc nh im chun so vi ngnh. Vic so snh cc con s thng k ni b vi

cc chun o tng ng trong ngnh c th mang li gi tr song cng c th l mt

hot ng v ch. Tuy nhin, hy nh rng cha kha y chnh l bi cnh. Bn cn

bo m rng cng ty mnh cng mc tng t nh cc cng ty khc trong ngnh

mt s chun o c th nh t l phn pht email, t l ngi m email, nhng ng

vi to ra nhng thay i ln trong cc chin dch da trn mt bo co nghin cu khi

bo co ny ni rng th Ba l ngy tt nht trong tun gi email.

4. Tp trung vo mt s d liu ROI chnh. Thng th cc chuyn gia th trng

ch tp trung vo t l m email v t l nhp chut vo ng dn trong email. Song

liu nhng s liu c cn quan trng khng nu tt c mi ngi trong chin dch

email marketing ca bn u m email nhng li khng to ra doanh s bn hng?

Hy gn kt cc d liu v kt qu ca chng trnh email marketing vi cc mc tiu

bn t ra bc 1. Nu mc tiu ca bn l tng doanh thu ln 15%, hy bo m

rng cc chun o ca bn phi th hin c s tin trin trong kha cnh ny.

Gn y chng ti c thc hin mt s nghin cu trn trang EmailStatCenter.com v

nhn thy phn ln cc chuyn gia th trng c phng vn u cho bit ngn sch

hng nm ca h dnh cho email marketing l mc di 50.000 -la. Mt chi tit

th v l hn 20% ngi c hi thm ch cn khng bit ngn sch dnh cho email l

bao nhiu. Bt u mt chng trnh email marketing vi mt ngn sch hn ch l

iu c th chp nhn c, nhng khng h tr chng trnh v khng s dng

cc d liu thu c t gip nng cao t l phn b ngn sch cho n trong

tng lai li khng th chp nhn c. D bn mi bt u chng trnh email hay

tn hng cc li ch ca n nhiu nm ri, bn vn c th thc hin cc bc trn

y gia tng ngn sch cho email trong nm ti. Ti sao li khng rt thm tin vo

knh c th mang li cho bn ngun li nhun ln nht nh?



S tht 7 Hy duy tr chng trnh email ngay c khi ngn sch b ct gim

Gi s bn lm mi vic c th yu cu mt khon ngn sch ln hn cho email,

nhng s tin bn cn li khng c p ng. Ngn sch thay i hng nm. V tuy

mi ngi u ni rng ngn sch dnh cho qung co v marketing s b ct gim

u tin trong bt k cuc suy thoi kinh t no, song bn vn c th duy tr chng

trnh email marketing. Bn thc mc ti sao iu li xy ra v xy ra nh th no ?

Hy nh rng khch hng ca bn mun lin lc bng email (h cho php bn gi

email, ng khng no?) v ph thuc vo iu . Bn mt thi gian u t vo

email marketing, v th b cuc gia chng s phn tc dng. y l knh duy nht

em li cho bn mt din n lin lc c nhn thng xuyn, khng tn km (tuy

nhin, ti li hy vng bn khng gi email qu thng xuyn).

Email l knh b sung hon ho Khng nn thc hin chng trnh email mt

cch ring bit. Khng ch nn tp trung ha cc chng trnh email, chng ta cn cn

phi s dng chng cng vi cc n lc marketing rng hn. Email em li hiu qu tt

nht khi c tch hp vi cc n lc marketing v thng hiu chung. Khi tit gim

cc n lc email, bn s lm gim i gi tr ca mt trong nhng phng php mang

tnh c nhn v trc tip nht t ti cc mc tiu marketing mc cao.

Cc k hoch marketing v cc chin lc kinh doanh lun thay i Khng c

cch no nhanh chng v d dng hn lin lc vi nhng ngi quan tm ti cng

ty bn bng cch gi email cho nhng ngi ng k nhn email thng bo v cc tin

tc v din bin trong cng ty bn. Khi thi gian l yu t quan trng, th email l gii

php.

Bn cn c th kim tra cc tng xy dng chin dch, nhng s sng to v

cc ngh ni no khc? Nh ti cp trn, email em li mt c hi

c nht v nh gip bn kim tra cc thay i sng to, cc phin bn v cc ngh

c th ng thi vn tip tc iu chnh cc tng v gi tr chung trc khi thc hin

chng trn cc knh khc t tin hn.

Email cung cp cc d liu cn thit quyt nh thnh cng Phn ln cc

chuyn gia th trng u c th nh gi c mc thnh cng ca cc chin dch

ca mnh trong vng 24 gi v thc hin nhng iu chnh cn thit. Email khng phi

l phng php o lng khin bn mt thi gian ch i nh cc knh marketing

khc.

Email l cng c xy dng v pht trin thng hiu Tuy c nhiu quan im

khc nhau, song ng l email khng ngng em li nhng n tng v hnh nh cng



ty v n c th tc ng ti mc nhn thc thng hiu cng nh s ni ting ca

thng hiu (c tch cc ln tiu cc). Khng nn xem nh vai tr cng c xy dng v

pht trin thng hiu ca email; v xt gc tiu cc, chng ta cng khng nn

xem nh trch nhim ca n khi cc chin dch email em li hiu qu xu. Email ct

gim cc khon chi ph khc Email ch yu c nhn nhn nh mt cng c xy

dng mi quan h v to doanh thu. Tuy nhin, mt trong nhng kha cnh cha c

tn dng trit ca email l lm gim cc khon chi ph khc. Ti tng lm vic vi

nhiu cng ty trong email marketing l tm im ca cc n lc ct gim chi ph ln.

Bn th hnh dung m xem, email c th gim thiu chi ph in n, duy tr tng i, v

gi th trc tip khi bn dng n thay th cho nhng bc th tin tc ni b hay cc

tm bu thip gi trc tip qua ng bu in vn tn km, v cho php n ch ng

cung cp cc thng tin cn thit thay v duy tr mt tng i dch v khch hng.

Email c sc lan truyn

Mt thng ip email hiu qu c th khin ngi nhn chuyn tip email cho

nhng ngi khc, v do , h tr cho cc n lc marketing ca bn. Sc mnh ca

marketing lan truyn tht ng n, khi gi tr ca chin dch marketing tng theo hm

m. Mt thng ip s c chuyn tip khi n c o, hp dn v c gi tr.

Lp lun v ROI

Nh ti cp trn, t l li nhun trn u t cao ngt ngng ca email l l do

chnh ng bn tip tc s dng email marketing, bt k tnh hnh kinh t v tnh

trng cng ty ra sao. Gi s cc chin dch email ca bn c thc hin y v

chng em li mt khon tin ng k, th ch ring l do thi khin n c

mt v tr bt bin trong ma trn marketing ri.

C nhiu cch khc na gip bn gia tng ngn sch cho email, nhng by gi l lc

bn phi bo v nhng ti sn ca email trong cng ty v tng thm gi tr ca chng

trnh cho tt c nhng ngi lin quan.

S tht 8 Thu ngoi hay t thc hin?

Khi bt tay vo phn b ngn sch, hoc khi c ngn sch xc nh v bn bit

mnh c th u t nhng g vo email, bn s phi cn nhc nhiu la chn lin quan

ti nhim v thu ngoi nhng vic nh cc yu t sng to, chin lc v thc hin,

hay t t chc thc hin nhng cng vic cng cc cng vic quan trng khc trong

chng trnh email.



Sau y l mt s vic m cc chuyn gia email bn ngoi cng ty bn c th h tr

bn:

Chin lc v cch hot ng hiu qu nht

Qun l/chuyn giao chin dch

Cc dch v sng to

Tun th o lut CAN-SPAM (o lut chng gi hng lot th rc vi cc mc pht

cao)/cc vn lin quan ti quyn ring t

Ti u ha hp th v pht trin danh sch ngi ng k nhn email

Phn tch chng trnh v lp chun

Gi thng ip/din n cng ngh

Thit k email, bn quyn v pht trin ni dung

Tun th php lut/cc vn lin quan ti quyn ring t

Trc khi ra quyt nh thu ngoi, bn c mt s vic phi lm. y c th l mt

trong nhng quyt nh c ngha nht m bn thc hin vi tng lai chng trnh

email ca mnh. Mt s cu hi di y s gip bn tm hiu xem liu bn sn

sng tm kim mt i tc chin lc b tr cho chng trnh email cha, hay bn

nn huy ng ngun lc trong cng ty.

1. C phi email ang ngy cng tr thnh mt phn quan trng trong vic lin lc

vi khch hng hin ti v tim nng ca bn hay khng?

2. Bn c cn ti email thc y doanh s v cp nht cho khch hng nhng

thng tin mi, cc dch v v chng trnh khuyn mi khng?

3. Bn v nhm lm vic ca mnh c kinh nghim, kin thc chuyn mn, thi

gian cng nh mong mun ln k hoch, thc hin, phn tch v ti u ha chng

trnh email khng?

4. Email marketing c ngha trng tm i vi m hnh kinh doanh v cc hot

ng thng nht ca cng ty bn khng?

5. Bn c thu ngoi thc hin cc lnh vc khc trong kinh doanh nh php l, k

ton v qung co khng?



6. Bn c bt tay vi cc hng marketing khc thc hin cc chng trnh khc

m bn khng c nng lc thc hin hay bo mt l ROI cao khi t thc hin

khng?

Sau y l cc la chn dnh cho bn lin quan ti cch thc gi email:

Xy dng v qun l cc h thng cng ngh ni b.

Mua (hoc thu thng qua phn mm m hnh cung cp dch v/ng dng) mt cng

ty cung cp din n gi cc chin dch ca bn.

Bt tay vi mt i tc c trch nhim qun l phn u v cui trong cc chin dch

ca bn.

Phn ln cc cng ty s dng nh cung cp dch v email (ESP) hay cc cng ty dch

v pht tn cc chin dch email ca mnh thay v duy tr mng cng ngh ni b.

Vic pht trin v qun l giai on u ca chin dch thay i theo tng cng ty.

Nhiu cng ty thch hp tc vi nh cung cp dch v email, mt s khc li mun t

thc hin mi vic.

Mt s nh cung cp dch v email cung cp cc dch v chuyn nghip cng cc cng

c thc hin chin dch. Nhiu cng ty s dng c hai phng php ny. Khng c

cng thc chung no c, v th quyt nh ng n s ph thuc vo ngun lc, mc

tiu v nhu cu ca cng ty bn.

Vn c nhng cng ty thc hin email marketing khng theo cch thc thng thng.

Mt s cng ty xy dng nn mt ni dung ngho nn, chn mt hnh nh vo file ri

a ton b danh sch khch hng vo phn BBC (ng knh gi) trong hp th ca v

qun l marketing h coi hp th ny l cng c trin khai chng trnh. Mt s cng

ty khc thm ch cn n gin hn: h a ton b danh sch email khch hng ca

cng ty vo phn ngi nhn ri gi thng th i, v nh th, h v tnh l hng

nghn a ch email cho nhng ngi gi th rc, nhng ngi bn hng v nhng

ngi hiu k. D nhin, c hai phng php lm vic cu th trn u khng em li

ngun thng tin qu gi tim nng m email marketing mang li. (Lu rng thng bo

c email khng c tnh l thng tin.)

Cc chuyn gia ni g

Hu ht cc chuyn gia email marketing u s ni rng bn nn thu ngoi thc hin

t nht l mt vi phn trong chng trnh email ca mnh. Nhiu ngi c quan nim

sai lm rng nu t thc hin th h s tit kim c chi ph, s dng ngun lc ni

b hiu qu hn v nng cao doanh s. Nhng khi chng trnh email pht trin ln,



cc cng ty ny cng li nhn ra rng mt b phn kh c th m trch c ht cc

cng vic nh theo di d liu, thng tin ngi s dng, s tun th v chin lc.

Hy nh rng cc chin dch hiu qu u cn n ngun lc. Cc cng ty d ln

hay nh u nn thu ngoi thc hin cc chin dch marketing, tr trng hp h

c trong tay mt i ng cc chuyn gia c o to bi bn, chuyn trch, c th

qun l lng cng vic cn thit xy dng mt chin dch email marketing thnh

cng. Mt nhm lm vic hiu qu s phi c nhiu k nng khc nhau, bao gm k

nng thit k sng to, qun l ni dung, tc quyn, m ha, qun l danh sch khch

hng, chin lc v phn tch.

Cn phi c thi gian xy dng mt i ng chuyn mn

Nu vn nghi ng, bn hy th ngh th ny nh: C bao nhiu cng ty t quay phim

qung co thay v thu mt cng ty qung co hay cng ty sn xut thc hin cng vic

? Nu khng phi l chuyn gia trong mt lnh vc no , bn c hai la chn: tr

thnh chuyn gia hoc thu mt chuyn gia. Nu bn mun duy tr s tnh to v phn

ng nhanh nhy i vi cc nhu cu ca th trng, th vic thu chuyn gia s l la

chn tt nht.

D bn chn cch thu ngoi hay t thc hin email marketing, bn cng khng nn

ch t mc tiu hp thu kin thc v k thut v chuyn mn bn cn phi xy dng

cc chnh sch, quy trnh v chun hot ng tt nht bo m rng chng trnh

c qun l ng n. c bit i vi cc cng ty pht trin nhanh, vic thu ngoi

thc hin chng trnh email marketing s cho php h tp trung vo cc k hoch

pht trin v cc vn khc quan trng hn m khng lm xao lng ngun lc ca

mnh.

C tin bc v ngun lc u khng th t ng x l tt c cc yu cu ca mt

chng trnh email marketing ang pht trin. xy dng c cc mi quan h c

ngha vi khch hng i hi phi c thi gian, s u t v cam kt lu di. V khch

hng chnh l li nhun ca bn, nn h xng ng nhn c nhng th . L

phng php tt nht tip cn khch hng, cc chng trnh email marketing xng

ng c c kin thc ng dng chuyn mn ca cc chuyn gia. Nh ti ni

trn, email khng t tin, nhng nu bn cng u t vo n bao nhiu th bn cng

gt hi c thnh qu t n nhiu by nhiu. Nu bn c ngn sch, th vic thu

ngoi thc hin chng trnh email hay ch t l thu ngoi vch ra chin lc email

c th mang li nhng li ch ln lao cho bn.



S THT 9 Tm i tc ph hp

Nu quyt nh cn ti s h tr ca chuyn gia, bn cn phi xc nh xem s h

tr l nh th no v ti sao. Thu ngi khc tin hnh mt cuc kim tra tng th

i vi ton b chng trnh email s c mt quy m khc vi vic thu h phn tch

cc chun o, nng caot l phn ng hay nh gi mu email.

Nu bn khng bit chc nn bt u t u, th bc u tin nn thc hin khi la

chn i tc l tp trung vo yu t nn tng trong bt k chng trnh email marketing

no: chin lc. Chin lc email thng b b qua, nhng lm vic vi mt i tc c

th em li cho bn mt ci nhn mi m. c c mt chin lc email ng n,

bn cn phi thot khi nhng kh khn thng nht ca qu trnh thc hin email v

tm ra mt gc nhn ton din v ton b chng trnh email. Trong khi nhiu nh qun

l marketing hay email him khi ct u ra khi hp th ca mnh, mt i tc xy dng

chin lc email bn ngoi i khi li cn thit a cc chng trnh email ln mt

cp ph hp vi cc chun mc trong ngnh, ng thi bo m s ti u ha ca

cc n lc bn trong v bn ngoi. Bn cnh , c ai mun b i th b ri li ng

sau u no?

Vic thu mt i tc email t thn n cng c th l mt qu trnh phc tp ri, v th

hy cn nhc ti nhng yu t quan trng sau y khi bn nh gi cc i tc tim

nng. Chng s gip bn xc nh xem ai l i tc ph hp cho bt k k nng email

no bn cn thu ngoi (nh s tun th hay pht tn email), tuy nhin, ti s tp trung

vo chin lc bi v l nn tng cho tt c mi chng trnh email.

Tm hiu su ni b cng ty v xc nh iu bn mong mun

Hy bt u bng vic tm ra nhng im mnh v yu trong chng trnh email ca

bn. Ti hy vng l bn xc nh c cc mc tiu cho chng trnh ca mnh; nu

cha, bn cn thc hin iu ngay. Hy t ra cc mc tiu ln hn l t c

X%t l m email, ng thi a vo nhng chun o lng thnh cng nh to ra Y

doanh thu hay gia tng Z% lu lng truy cp website. Khi ti lm vic vi khch

hng, qu trnh ny cn chia nh hn na thnh phn loi cc mc tiu email. Ti

gp khng t v qun l email khng th ch ra u l mc tiu cui cng ca cc chin

dch email m h qun l. Nu bn hay nhm lm vic ca bn khng th nu c

mc tiu ln trong chng trnh email ca mnh, th l du hiu cho thy bn ang

cn c gip .

Cc giai on ban u ca qu trnh xy dng chin lc cho email c l l phn quan

trng nht, v n s xc nh u l i tc bn cn chn. Nu bn khng bit mnh i

hi iu g, hy chun b tinh thn i mt vi s tht vng. Bn cng xc nh c



cc im c th cn nghin cu (chng hn nh b cc l th tin tc, quy nh v tun

sut, cc chnh sch ni b v cc quy trnh), bn cng thu v nhiu kt qu tch cc.

iu ny s gip bn hnh thnh mt yu cu cc i tc tim nng xy dng

xut.

Chn i tc theo s gii thiu ca ngi khc v danh ting cng ty

Cng ging nh khi la chn bc s, lut s hay k ton, nhng li gii thiu ca cc

khch hng hay ngi quen l mt yu t quan trng khng km danh ting ca h

trong ngnh. Bn hy lin h vi mt s ngi gii thiu cng ty bn ang tm hiu,

qua bn khng ch nh gi c mc hi lng ca h m cn c thm mt s

thng tin v cc linh vc chnh khc, chng hn nh cng ty cn thit lp mi quan

h nh th no, v liu h c bin mt ht sau khi bn giao nhng g h cn bn giao

khng. Cu hi ph hp nht y l: H c thc hin mt s xut khng, v h c

thnh cng khng? Cu hi ny thng s cho bn bit liu s tin bn b ra c thu

c kt qu tt p hay khng.

Trnh cc mu thun li ch

Hy hi cc cng ty c chn vo danh sch cn nhc sau cng xem h c lin kt

vi mt cng ty cng ngh no khng, hay h c phi l mt nhnh ca mt cng ty m

no khc cung cp cc dch v hay sn phm khc na khng. Tuy y khng nht

thit l l do bn gch tn mt i tc tim nng, song bn cn phi chun b tinh

thn l h c th mi cho bn mua thm sn phm hay dch v khc, v bn phi

nhanh chng nhn ra nhng mu thun v li ch.

Chng hn, nu mt trong nhng lnh vc ch cht m bn tp trung vo l pht trin

danh sch email, mt cng ty c lin kt vi mt cng ty chuyn v c s d liu c th

p bn thu dng danh sch email ca h, hoc p bn lm iu g khc c th em li

li nhun thm cho h. Hy tm nhng cng ty c lp, nh h ch tp trung phc v

cc li ch ca bn v khng c mc tiu n no khc.

Vi mt d n chuyn bit, hy s dng mt cng ty chuyn bit

Nhn chung, mt cng ty c kinh nghim v email s l la chn tt nht ca bn. Cc

cng ty marketing trc tip truyn thng c mt s b phn chuyn trch hay u mi

lin lc t vn khch hng, nhng c th h li khng quen x l nhng vn nh gi

email hoc khng bit nhng phng php thc hnh sng to tt nht. Cc ca hng

trc tuyn ln cng vy. Phn ln u c cc chuyn gia a ngnh, c th h tr bn

v thit k email hay qun l chin dch, song h li hn ch v kin thc chuyn ngnh

email. D bn chn cng ty no, hy chc chn rng cng ty hiu r v tp trung

vo email marketing. Ti gp nhiu ca hng trc tuyn xut sc m ti sn sng



gii thiu h vi bt k khch hng no mun xy dng mt website nh, nhng kin

thc ca h v email marketing th tht thm hi. Cng tng t nh bt k cng vic

no khc, hy nghin cu tht k lng tm ra mt i tc tuyt vi, ch khng ch

n thun l mt cng ty ph hp.

Ti tng c ln hi lnh o mt website trc tuyn rng ng s gii thiu i tc email

no cho cc chuyn gia th trng. Klaus Werner, gim c thng mi in t ca

hng Lowes, thu mt s cng ty h tr v email marketing, v y l nhng g ng

chia s:

Mt trong nhng bi hc ln nht m ti hc c t vic thu mt nhm t vn v

email marketing l h c kh nng gip chng ti tp trung vo ng vic, sp xp cc

th t u tin, mang li rt nhiu tng hng u cng nh cc kin thc chuyn

mn. Nu khng c cc nh t vn , hn chng ti s mt hng nm tri xy

dng c mt chin lc email marketing ton din.

Cng tng t nh hu ht cc cng ty khc, nhn vin ca chng ti tp trung 90%

thi gian ca h vo lm vic, 10% thi gian cn li dnh nghin cu chin lc v

cc phng php thc hnh tt nht trong ngnh. Mt cch nhanh chng duy tr li

th cnh tranh v cp nht cc cng ngh v thng l mi l thu mt i chuyn bit

c ngun lc thc hin nhng iu tra ban u, tin hnh nh gi, gip ci thin

cc thi quen hot ng km hiu qu, v gip chng ti c c s chun b tt hn

x l nhng tnh hung trong tng lai.

Bn s khng th bit iu g l tt nht cho cng ty mnh nu khng xc nh c

mnh cn ci g. Vi nhng bc i ng n, vic tm c ng i tc c th tc

ng hiu qu ti ton b qu trnh email ca bn.

S THT 10 Khng ngng thc y cng vic vi cc i tc email marketing

Sau khi la chn c mt i tc gip a chng trnh email ca bn ln mt

tm cao mi, bn s phi kch hot chng trnh trong ni b cng ty, ng thi m

bo rng cng ty bn va la chn s gip bn t c cc mc tiu ca mnh. Nh

cp s tht trc, ti s tp trung nu v d v vic hp tc vi mt cng ty t

vn nh gi, xy dng v thc hin chin lc; cc bc ny c p dng khi

hp tc vi bt k chuyn gia email bn ngoi di bt k hnh thc hp tc no (hp

tc di hn hay hp tc theo d n).

S tht mt lng



Hy lu rng bn c th phi hoc tt hn l nn n nhn mt s thng tin

khng my tt p, rng chng trnh email ca bn s khng t c nhiu mc tiu

nh bn ngh. Hy chun b tinh thn n nhn mt tnh yu khc nghit, v chp

nhn nhng li ch trch mang tnh xy dng. Nu i tc chin lc mi ca bn

khng thc hin iu , hoc nhm lm vic ca bn khng sn sng tip nhn iu

th tt hn ht l bn hy dng tin u t vo vic khc.

Bit s tin ca bn s i u v u

giai on bt u hp tc, c hai bn nn xc nh r nhng g cn bn giao cng

nh thi hn cho tt c cc d n. Cc d n chin lc email khc nhau v mt thi

gian, thng ph thuc vo quy m v s sn c ca cc ngun lc khch hng (

phng vn iu tra v tp hp ti liu). Thng thng, mi d n chin lc email

khng nn chy qu ba thng, tr trng hp khi lng cc ti liu bn giao v cc

hp phn trong chng trnh email cn phi kim tra l qu ln.

Gi c thng c xc nh da trn s gi lm vic, s tin ng trc hay mt

khon ph c nh c tnh ton da vo thi gian d n v cc ti liu bn giao m

hai bn thng nht t trc.

Thc hin

Sau khi k kt hp ng, khng nn i tc mi im thin tht, ln mt tm ri vi

thng sau quay tr li vi mt ng ti liu khng l. Mt trong nhng trch nhim ca

i tc l cho php bn tip cn vi cc nhn s v d liu quan trng gip bn hiu

chng trnh email ny ang c thc hin ra sao. Mt cuc gi hay mt bo co

nh k hng tun v tin cng vic s gip bn trnh c nhng bt ng. D cng

ty bn gii hay khng, th n vn phi qun l d n, v bn phi i mt vi thc t

ny qua c th tn dng ti a cc kt qu cng nh nhng bi hc rt ra c

t s hp tc ny.

Gio dc v thuyt phc ng nghip trong cng ty

Mt im quan trng khi hp tc thc hin chin lc email l c c nim tin ca

nhng ngi trong cng ty bn. Chng trnh ca bn s chu thit hi nng n nu

bn khng gii thch c cho tt c cc bn lin quan v l do ti sao li c mt bn

th ba kim tra cch thc s dng email trong cng ty mnh. Hy trn an nhng ngi

c trch nhim rng khng phi l bn tht vng vi nhm lm vic, hay tha nhn

ngm rng ai khng lm trn trch nhim ca mnh; m y ch l mt s nh gi

trung lp tm ra cch ci tin chng trnh. Bn cn phi ly c lng tin ca h, t

mi c th chc chn rng cc pht hin thu c s c n nhn hoc c

thc thi thnh cng. ng qun cp ti nhng b phn khng trc tip lin quan ti



cc hot ng email hng ngy ca bn, chng hn nh b phn cng ngh thng tin

hay b phn bn hng. Hp l ha mi chuyn

Sau khi xc nh chin lc, hy mi cng ty i tc n v trnh by v chin lc

cho tt c cc nhm v c nhn s dng email. iu ny bo m rng tt c mi

ngi u c thng tin v vic p dng cc xut v thc hin thay i. S c mt

ca mt vi lnh o cp cao trong bui hp ny s gp phn khng nh quyt tm

thc hin chin dch email marketing ca cng ty. Bn khng nn coi y l bui thuyt

trnh mt chiu, v th, hy khuyn khch mi ngi cng tham gia tho lun. Hy

chun b tht chu o v t cu hi v mi vn .

Theo di st sao

Tt nht cng ty bn nn ng trc mt khon tin d nh gi chn i tc thc

hin chin lc email trong mt vi thng sau khi d n u tin hon thnh. Mc d

phn ln cc cng ty t vn v cung cp dch v email u c th lm r bt k thng

tin no h thu thp c sau khi d n hon thnh, song cng ty thu h vn s ngh

rng cn c s gim st sao hn. V d, nu mt phn trong d n hin ti xut mt

s hot ng nng cao t l ngi c email, bn nn ng trc tin gi chn

cng ty t vn. H c th gip bn thc hin cc bi kim tra ng thi bo m rng

nhng pht hin rt ra c t u c a vo thc t.

Ngoi ra, bn cng nn chun b sn tinh thn lp li qu trnh sau ny. Kinh doanh

i hi thay i, v bi cnh email marketing cng vy. V th, bn cn phi nh gi li

cc xut theo nh k nhm bo m rng cc hot ng u c cp nht v

phn nh thc t mi.

Hnh ng

ng mt ti liu trnh by chin lc di 100 trang nm cht d trong t h s. Bn

b ra c ng tin thu ngi nghin cu v chng trnh email ca mnh, do

bn s phi c trch nhim a n vo thc t. Ngay c khi ti liu ch ra rng

chng trnh ca bn c mt s sai st, bn cng vn phi hnh ng v s dng

thng tin khin chng trnh email tr nn hiu qu hn.

Lynn Moss, hin ang lm vic cho cng ty Definition 6, l mt chuyn gia k cu v

marketing tng tc. B c kinh nghim t pha cng ty t vn ln khch hng. Li

khuyn ca b lin quan n vic qun l d n chin lc email:

Nu bn l khch hng, hy sn lng chia s thng tin v cch bn thng tm kim

a ch email, v nhng thng tin ca khch hng (hin ti v tim nng) m bn lu

gi, v cc chun o i vi cc chin dch email ca bn; v v cc hot ng

marketing ngoi tuyn. i tc thc hin chin lc email c th xut bn thay i



din mo, cm quan chung ca email, s dng ngn ng mi, hay bt k cch no

khc tip cn ngi s dng. Hy th nghim nhng xut nhm ti u ha

cc chin dch email.

Nu bn l cng ty t vn, c th bn s thy kh m thuyt phc ni ban lnh o cp

cao ca cng ty khch hng rng h nn ch ti chin lc email marketing nhiu

nh i vi chin lc marketing. Cn phi dnh cho chin lc ny nhng ngun lc

ring bit, v khng ngng ci tin n.



S THT 11 iu g lm nn mt qun l email marketing gii?

Vy nhng ngi thc s qun l cc chng trnh email marketing trng nh th no

v hnh ng ra sao? Phi chng h l cc chuyn gia d liu hay l ngi thng tho

cc ngn ngh marketing? H c n nt Gi hay a ra chin lc truyn thng

ton din khng? Cu tr li l c.

Ging nh bt k bn m t cng vic no, vai tr ca ngi qun l email marketing

khc nhau theo tng cng ty v theo thi gian. Tng t nh phn ln cc chuyn gia

truyn thng mi, h s l lch ca h rt khc nhau, v khc vi gii k ton hay lut

s, y khng c h s l lch no l hon ho c.

Rt nhiu chuyn gia email marketing m ti tng lm vic cng c xut pht im l

marketing truyn thng, v h hc hi v email v marketing tng tc thng qua cng

vic. Phn ln u l nhng chuyn gia lo lng v marketing, c kinh nghim dn dt

cc chng trnh qung b v thng hiu. Mt s trong s h khng ch ng tm

kim cc cng vic lin quan n email. Email tm n vi h, v h gn b vi n.

Mt s phm cht cn c mt nh qun l email marketing gii:

Kinh nghim Email marketing l n tng thng hiu ca chnh n, v khng nn

coi nh n. Danh ting v thng hiu ca mt cng ty chu tc ng ln t email, do

hy bo m rng bn c th th hin rng bn bit vic mnh ang lm l g.

Linh ng D trit l ca cng ty l g, th nhng ai ph hp vi cng vic hnh chnh

8 gi u n mi ngy hn s thy rng email marketing l mt cng vic bp bnh v

km hp dn bi n hot ng vi tc nhanh trong mt mi trng thng xuyn

hn lon.

Phi hp tt vi ngi khc Ty thuc vo quy m cng ty, i ng nhn s m

trch email marketing thng bao gm nhiu nhm nh. Dng nh s phi hp l

yu t then cht y. D cng ty qun l chu trch nhim thit k v trin khai cng

vic hay phi hp vi b phn sp t hng ha sao cho sn phm cn c nhn

mnh s c nhn mnh, email marketing vn l trng tm d rng n hot ng

mt pho i ring r. Email thng lin quan ti nhng lnh vc ch cht trong

marketing nh thng hiu, qung b v qun l mi quan h khch hng. Vic hc

cch chung sng gn b vi nhng nhm lm vic khc nhau ny l mt yu cu thit

yu. Cho d email marketing mang chc nng bn hng, marketing, sn phm hay

cng ngh, bt k ai qun l email cng phi chun b tinh thn rng trn cng v ca

mnh, h s phi tip xc vi tt c cc kha cnh khc.



Ci ti cao qu s khng pht huy hiu qu V email him khi c ch trng, v cc

chng trnh email tt cng him khi nhn c danh ting xng tm, bn ng hy

vng mnh s c nh n sn khu ri vo. Nu bn cm thy thoi mi vi vic

np bng nhng chng trnh marketing hp dn v ho nhong hn, mc d trong

thm tm bn bit rng chng trnh email ca mnh s mang li nhiu gi tr hn, c l

bn l ngi ph hp vi cng vic ny.

C tinh thn mo him Trong gii email, cc chin dch khng bao gi chm dt, v

vic kim nghim, nh gi cc chin dch l iu quan trng, song vic ny thng

cng d i vo ng ct. Cc nh qun l email marketing cn phi c tinh thn xng

pha mo him v sn sng u t thm cng sc. C th bn s phi lm thm vic,

nhng bn s thy ho hng vi vic tm hiu xem phng php no hiu qu, v lm

th no iu chnh nhng phng php km hiu qu.

Sng v kt qu Vi email, nh qun l khng th trn trnh ng sau nhng hnh

nh hoa he hoa si nh cc ng nghip marketing khc. Con s khng bit ni di,

v cc s liu o lng, cc nh gi, iu chnh l yu t cn phi c. Kin thc v

cc nguyn tc phn tch v thng k cng l nhng ti sn gi tr.

Bit nhn xa trng rng v ch ti chi tit Bn c kh nng ha nhp vi cc mc

tiu marketing tng th (nh nng cao t l nhn bit thng hiu, gia tng doanh

s) nhng ng thi vn theo di st sao nhng nhu cu nh nht hng ngy nh

thit k li cc trang ng k nhn email sao cho t l ngi ng k tng gp i v

ko cc mc tiu ln kia vo trong tm tay khng?

Sn sng kim sot cc vn Email marketing thay i rt nhanh, v mt nh qun

l email marketing cn phi lin tc theo st phn ng li mi trng email

marketing nng ng . Bi nu ch ng yn mt ch ng ngha vi vic bn ang

tht li!

Mt s li khuyn t chin ho

n y th bn thy rng mnh cn phi thu hay tr thnh mt chuyn gia email

marketing ri ch? Ch vi vng! Hy c nhng li khuyn di y trc khi tm

vic hay tham d cc s kin m rng quan h v cc phng nhn s.

Gareth Morgan, gim c, b phn qun l sn phm h tr mi quan h, Tp on

khch sn InterContinental, ni: Hy cun s tay cng vic ca bn nh. Mi

trng ny i hi bn phi va chy va suy ngh v ra quyt nh. Hy nim kiu

hnh ca bn nh. Email l c th gii xem v bnh lun. Khc vi mt trang web,

mt khi c gi i, email s khng quay tr li. Bn khng th sa cha sai st ca

mnh c na u. Hoc l bn phi chung sng vi n, hoc l bn phi ra quyt

nh c bin php sa cha tt nht.



Jamie DiCarro, qun l marketing, Heavenly Ham, ni: Hy tham gia cc cuc hi trc

tuyn, cc cuc hi tho v cc hi ngh hc tp cng nh chia s vi ng nghip.

Rt nhiu ngi s nh ngi khc gip , song bn s phi ngc nhin khi thy

rng chng ta hc hi c nhiu nh th no t ngi khc, v c nhiu ngi sn

lng chia s v cc tri nghim ca h ra sao.

V ng b qua nhng li ni thng thi ny t mt nh tuyn dng (ng thi cng l

cu chuyn gia marketing trc tip), ngi gip nhiu cng ty tm kim nhng anh

ti ni ting trong gii marketing. Wendy Weber, ch tch Tp on Crandall

Associates, ni: Cc cng ty ang sn n cc chuyn gia email marketing c thnh

tch tn dng email gia tng lng khch hng mi, ng thi duy tr c c s

khch hng hin ti v nng cao doanh s cho cng ty h. Nu bn mun lm vic

trong lnh vc email marketing, th cp nhp mn, ti khuyn bn tham gia mt

kha hc hay mt chng trnh chuyn v marketing tng tc. i vi nhng ngi

ang lm marketing trc tip th cch hc email marketing hiu qu nht l va lm

va hc ngay ti cng ty h ang lm vic, sau mi ngh n vic tm kim mt v tr

chuyn trch v email marketing cng ty khc.



S THT 12 Lm th no tr thnh ngi ph hp?

iu g s xy ra nu bn nh c cun sch ny tm kim nhng thng tin gi tr v

email marketing nhng rt cuc bn li thy n ch cha ton nhng thng tin v li v

qung co cho cng ty ti? Chc bn s dp n sang mt bn, m hn nhin l vy ri.

Vic gi cc thng ip email khng ph hp ti khch hng cng s mang li kt qu

tng t. Ti cam oan y!

ng qu tham lam. Nhng kt qu thu v t vic gi ng loi email vo ng thi

im c th khin mt s chuyn gia th trng tr nn tham lam v gi qu nhiu

email (phn ln trong s khng ph hp vi ngi s dng) vi hy vng s thu

c nhiu li ch hn na. Nhng rt nhanh sau , bn c th lm mt cm tnh

ngi nhn, ng thi ph hy sc mnh ca email. Nu c mt bi hc c rt ra t

cun sch ny, th n chnh l: nu bn gi nhng thng ip hu nh khng c gi tr

cho ngi nhn, th mi chin lc, chin thut hay phng thc lm vic hiu qu

khc m bn u t vo u s tr thnh cng cc.

Th no l Ph hp?

Khi ni n hai ch ph hp, ti khng ch dng li vic khuyn bn nn ghi tn ring

ca ngi nhn vo email ca bn mang tnh cht c nhn hn, bi v d sao

cng l vic bn nn lm. ti mun ni n y l bn phi tn dng nhng g mnh

bit v ngi nhn v hy nhng thng tin gip bn xc nh thi im no gi

email l hp l nht. Thng thng, mt email ph hp s cha iu g c gi tr i

vi ngi nhn (chng hn, mt thng tin khuyn mi hay mt li khuyn hu ch) v

th hin c rng bn bit v i tng (chng hn, ni dung v thi gian hng

ti cc nhu cu ca ngi nhn).

Theo JupiterResearch, sau cc yu t v gi c, yu t c nh hng nht ti hnh vi

mua sm l s ph hp. a cho ngi s dng xem mt sn phm h tng cn nhc

s khin t l ngi quyt nh mua sn phm ngay lp tc tng ln ti 60% v t l

ngi s mua sau l 58%. Vic tn ring ca ngi nhn dng tiu email

ch khin 9% ngi s dng mua sn phm ngay lp tc, v t l ngi mua sau l

8%.

S ph hp bao gm nhiu kha cnh, trong ni dung v gi tr l kha cnh quan

trng nht. y l cch thc v cng l l do ti sao bn li quyt nh p li email

mnh va nhn, d phn ng l n vo mt ng dn, gi ti mt s in thoi

c cung cp hay ti mt ca hng. Nu bn khng cung cp ni dung gi tr hay

mc ch r rng, cc thng ip ca bn chc chn s b coi l khng ph hp vi

ngi nhn. S ph hp cng bao hm ngha thi im gi email, cc ngh c



o, v lm mi vic c th bit iu g thu ht ngi nhn hay khin h ra quyt

nh mua sm. V th, hy s dng tht hiu qu cc d liu m bn c. Nhng ngi

ng k nhn email t bn thc hin bc i khi ng ri y. By gi th ti

lt bn.

Sau y l mt s im m s ph hp c th mang li cho chng trnh email ca

bn:

Cng c lng trung thnh Nu bn gi email khc v ni dung (v bi cnh) so vi

nhng g ngi nhn ng k, h s mt hng th vi email ca bn. Mt khc, s

dng email gi cc thng ip truyn thng mc tiu c th gip gia tng mc

trung thnh ca h i vi thng hiu cng ty bn.

Tc ng ti kh nng pht tn ca email S ph hp khng ch tc ng ti lng

trung thnh ca khch hng m cn tc ng ti kh nng pht tn ca cc thng ip.

Nu khch hng ng k chng trnh email ca bn vi hy vng rng h s nhn

c thng tin v cc nghin cu in hnh, phiu khuyn mi hay mt s li ch khc

m bn cp n, nhng ri h li nhn c ni dung khc hn, th c th h s cho

email ca bn vo mc th rc. Nu nhiu ngi cng lm nh th, c th nhng email

v sau ca bn s b cc nh cung cp dch v internet chn ng.

Ci thin kt qu v m rng c s ngi ng k Nu bn gi thng ip c gi tr

vi ngi nhn, kh nng h s thc hin hnh ng nh bn mong mun (v d, mua

sn phm no ) hoc chuyn tip thng ip cho ngi khc s cao hn. Hy

nhng ngi ng k nhn email h tr bn trong cc n lc marketing mc tiu ca

bn. iu ny gip nng cao tnh ph hp bi v nu ngi ng k chuyn tip email

cho bn b hoc ng nghip ca mnh, th hn email s tr nn ph hp hn i

vi ngi nhn thng ip chuyn tip.

Gip bn ni bt gia m ng Nu c ngi ng k chng trnh email ca bn

mong nhn c gi hi nht khi mua sn phm, v mt i th ca cng ty bn

cng thc hin chng trnh truyn thng tng t, th hn l ngi s ng k

nhn c hai chng trnh email trn. V nu bn gi thng ip ph hp hn, tp trung

vo c nhn ngi nhn hn vo ng thi im, bn s chin thng.

p dng vo thc t

Bn nh c k cc S tht lin quan ti tn sut (S tht 23), Dng tiu email (S

tht 26), c nhn ha email (S tht 24), v phn on khch hng (S tht 25), v cc

S tht khc, bi v chng cung cp cho bn nhng bc i chin thut nhm son

tho mt email ph hp, c ngi s dng ch c v nng cao t l phn hi.

Mt chun o tt xc nh tnh ph hp ca chng trnh email l lng ngi ng

k nhn email v s ph hp nht qun chnh l nhng g bn ha gi cho ngi nhn



khi h ng k nhn email ca bn. S tht tip theo s cho bn bit lm th no

bao qut tt c c s khch hng v duy tr i tng mc tiu ca mnh.

S THT 13 To n tng u tin

Trc khi i su vo vic thit lp mt danh sch email, ti mun cp ti mt s quy

tc n gin nhm bo m rng qu trnh ng k email ca bn khng ch thu ht

khch hng tim nng m cn gi chn c nhng ngi ng k v khin h hi

lng.

iu phn nn ln nht ca ti vi cc chuyn gia th trng m trch mng email l

h thit k v qun l cc chng trnh da trn cc mc tiu marketing v mc tiu ni

b ch khng da trn nhng ngi m h hy vng s ng k nhn email v quan

tm ti thng hiu cng ty. Mt thc t chng ta phi tha nhn l: Cc chng

trnh email c to ra v li ch ring bit ca ngi ng k nhn email l rt him

hoi. Khi bn bt tay vo pht trin danh sch ngi ng k, hy suy ngh tht k v gi

tr tng th m chng trnh email ca bn mang li cho h.

n tng u tin ca chng trnh email (v thng cng l n tng u tin ca

thng hiu) l em li gi tr cho nhng ngi truy cp website (hay nhng ngi truy

cp vo danh mc sn phm hoc ca hng trc tuyn trong trng hp bn l mt

nh bn l nhanh nhy, thu thp a ch email qua tng i hoc ca hng). Ti ni

iu ny ri, v tip tc nhc li n y: Hy gi thng ip ph hp v cung cp

nhng thng tin trung thc, c gi tr v c o. Hy a ra iu g hp dn

ngi s dng c l do c, phn hi v ng k nhn email.

Vn s u khi u t qu trnh ng k, tc l hp ng ca bn vi nhng ngi

ng k. V bn cht, y chnh l mt hp ng, v cng tng t nh bt k hp

ng no khc, nu bn vi phm n ti bt k thi im no trong sut qu trnh thc

hin email marketing, bn s b pht. Hnh pht c th l s mt hng th ngi

nhn (hay mt s ngi gi y l s ng k khng c cm xc), ngi nhn ng k

ngng tip nhn email ca bn, hay email ca bn b dn nhn th rc d l bn vn

khng b tc quyn gi email cho h.

Hy t ra nhng cu hi sau y tm hiu xem hnh thc ng k email ca bn c

mang li hiu qu cho c bn v khch hng khng.

Bn ni bn s lm g? Hy th hin r rng ni dung email. Nu bn nh cung

cp chng trnh gim gi c bit hng thng, hy thng bo cho nhng ngi ng

k. Nu bn mun p dng nhng cch thc lm vic hiu qu nht, hy th hin iu



tht r rng. Khi ni n email, chng ai thch yu t bt ng c. ng ch ni vn

vn mt cu: Hy ng k nhn th tin tc ca chng ti. Cu ni khng th hin

iu g vi khch hng tim nng ca bn c. Hy a ra nhng li ch v thng tin

tng quan v nhng g h s c nhn.

Anh c th ch cho ti bit anh ang ni v ci g c khng? Sn phm mu, cng

ging nh mn n nh ti cc nh hng phc v ngi snh n, c th gip gia tng t

l ngi mua v chuyn ngi xem website thnh ngi mua hng ca website .

Trong email, n c th gip ngi s dng i n quyt nh ng k tip nhn email,

hoc xa i nhng lo lng ca ngi ng k tim nng rng c th h s ch nhn

c mt ng email v b. Hi ng Tri nghim email ca RetailEmail.Blogspot

pht hin ra rng ch c 12% cc nh bn l trc tuyn ln cung cp mu th tin tc

trong qu trnh ng k email. Bn cn phi t tin v nhng gi tr m th tin tc hoc

cc loi email truyn thng khc ca mnh mang li, v th hy th hin n ra, t

khch hng mi c th cn nhc la chn n.

Chng ti s lin lc vi tn sut nh th no? Hy nu r ngi ng k s nhn

c email bao lu mt ln. Ch gi email hng ngy hay hng thng c th tc

ng ln n vic ngi s dng c quyt nh ng k hay khng. ng nh lc

hng h. Nu h ng k nhn th tin tc hng thng ri nhn email ba ln mi

tun, th c th coi l mt s vi phm lng tin, v trong trng hp ny vi phm

hp ng ng k. a phn cc cng ty u khng lm tt kha cnh ny, c bit l

cc nh bn l. Cc pht hin ca RetailEmail.Blogspot ch ra rng cha n 7%

nh bn l cho ngi ng k bit h s nhn c bao nhiu email.

Tham gia c li ch g cho ti? Mt phn thng hp dn c th gip xy dng mi

quan h qua email v khin nhiu ngi ng k nhn email hn. Phn thng ny

phi ph hp vi s thch hay em li gi tr ring bit cho ring i tng m bn

hng ti. Nu khng, bn s thy nhiu ngi ng k ch v phn thng m

khng h quan tm ti email ca bn. Mt li ngh hay phn thng ban u hp

dn v ph hp cng l du hiu gip ngi s dng thy rng nu ng k nhn

email ca bn, h s nhn c nhng gi tr thc s. Hy nh l bt k ai cng c th

truy cp website ca bn nu tt c nhng g bn lm l sao chp a ch trang ch

(Homepage) ca mnh ri a n vo email mu.

Ti c th a ra xut c khng? Hy nhng ngi mi ng k t chn

mt s ni dung v cho h quyn kim sot cch tip nhn email, chng hn hnh thc

vit email l HTML hay vn bn, tn sut nhn email, ngn ng s dng trong email

hay ch n gin l mt danh sch cc loi th tin tc v email m bn cung cp.

Anh mun tm hiu ti mc no? Khi lng thng tin bn i hi thng s l l

do khin ngi ta ng k (hay khng ng k) chng trnh email ca bn. Thng



thng, nu bn a ra nhiu hn 4 hoc 5 trng thng tin, lng ngi ng k

tim nng ca bn s bt u gim xung. Nu bn khng c nh s dng thng tin

ca h phn nhm khch hng, ch cn hi tn ring v a ch email l . Mt

phng php khc m ti nhn thy cng kh thnh cng l hi a ch email ca h

u tin, sau hi thm cc thng tin chi tit hn bc th hai. Lm vy, bn s thu

thp c a ch email ca khch hng d dng hn, v nu h cung cp thm thng

tin bc th hai, hy coi nh l mt phn thng.

Ti sao ti phi tin anh? Mi cng ty u cn c chnh sch bo mt. Hy to iu

kin thun li cho nhng ngi ng k trong tng lai c th truy cp vo xem

ch sau mt c nhp chut n gin, bi v vic lm s gp phn khng nh cng ty

bn l mt cng ty hp php, nghim tc p dng cc chnh sch bo mt. Nghin cu

ca RetailEmail.Blogspot ch ra rng gn 50% cc nh bn l trc tuyn ln u gii

quyt nhng bn khon v quyn ring t trong qu trnh ng k nhn email.

Qu trnh ng k c d dng khng? D dng tm thy ni ng k nhn email v

c bo m rng qu trnh ng k khng h phc tp l cha kha to nn n

tng tt p ban u, ng thi cng l du hiu cho thy ngi ng k c th nhn

c nhng g. Hy t n ng k email (phn ln ni dung trong c hon

thnh) trang ch trn website ca bn. Mt nghin cu do nh cung cp dch v

email Silverpop pht hin ra rng 80% cc cng ty phn ng k nhn email trn

trang ch ca h.

Anh c th xc nhn gip ti c khng? Khch hng s cm thy bc mnh nu

sau khi h ng k nhn email m li khng nhn c thng bo xc nhn trn

website hoc qua email hay t hn, khng nhn c email no trong c mt thi

gian di sau . Vic gi email hay ng thng tin xc nhn khch hng ng k

thnh cng trn website s gip bn ghi im, ng thi thu ht c ngi thu bao

mi ngay lp tc. 27% cc cng ty tham gia cuc iu tra ca Silverpop khng h gi

email cho ngi mi ng k xc nhn rng h ng k thnh cng. y c th

l mt thm ha trong mi quan h qua email nh th ny.

S THT 14 Xin tha th qua email khng d dng hn cht no

Bn bit mi chuyn ra sao ri y. Bn va ngi vo bn chun b cho mt ba ti vui

v bn gia nh, hay va mi bt ti vi xem bui chung kt ca mt chng trnh

truyn hnh yu thch, th t nhin chung in thoi reo. l mt cuc gi tip th

sn phm. Mc d ngi bn hng mun gii thiu v mt th m bn c th rt quan

tm, song c l bn s cm thy bc mnh v b lm phin, v bn cha h cung cp

cho h s in thoi ca mnh. Trn kha cnh ny, email marketing cng khng phi



ngoi l. Gi email cho nhng ngi nhn bt c d c th cng khin cho mt vi

ngi trong s h ng k nhn email, nhng n s y bn vo danh sch en ca

cc nh cung cp dch v internet, ph hy cc mi quan h lu di v nh hng ti

uy tn ca bn.

Email marketing din ra khi ngi nhn ch ng yu cu bn b sung h vo danh

sch a ch email. Chng hn, nh hng m bn a thch gi cc thng ip email

marketing c chp nhn cho bn sau khi bn cho h a ch email ca mnh. Trong

trng hp ny, ni dung email ca nh hng c th bao gm cc thng tin v thc

n, cc mn c bit, hay nhng li ngh dnh ring cho bn.

S cho php ca ngi nhn l nn tng to nn mt chng trnh email hiu qu.

Nh ti cp rt nhiu ln, email chnh l vic xy dng mt mi quan h nhm

nng cao gi tr thng hiu v y mnh doanh thu. Gi email cho khch hng hin

ti hay tim nng khi cha c s cho php ca h s khng gip a bn tin xa

hn l bao. Nu bn ngh rng vic xin php gi email cho ngi no l iu bn c

th la chn lm hoc khng, th hy suy ngh li i.

nh d

Sách Sự Thật Về Marketing Qua Email

Marketing

Transcript of Sách Sự Thật Về Marketing Qua Email