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T t t n t t v Email Marketing C ng T t T n T http://tattantat.edu.vn H tr b i Vang Xa JSC i, Vi t Nam M ts ng d n ct i so v i th i m v nh ng hi u nh m ho c thi t h i t s thay c c p nh , d ng n l c ph c t ng h p t nhi u ngu ng h t k vi ph n b n quy n c a m t ba, n s d c kh ur ng, u mm mm c i n vi c s ic ba | u l p l c d ki n th c v i Vang Xa Vang Xa ib tk ub t u hay b n quy n, quy n n, s d ng l nc l i Vi uc ns cc a marketing t v i b t t c nh n c ngh n inbox c a b n Nh pc ab y t spammer? i hi u qu cao T t t n t tv ng a pc ab nt i i nh n theo nh nghi B ns t ng sau vi tk d p email h p p B ns : n m t chi ng hi u qu n l s l Quy email c a b n nh p d ch v ng quan h v Th c hi n chi ab n ct theo nh v ch ng K t h p email v c vi t b ng p v i ph nh u th u B l p t ng nh ng th thu i l i nhu n cho n l c marketing c Cu quy b n n nh t, T t t n t t v t t c nh ng ki n th m n s d ng e m m cung c p cho c nghi ng ki n th c quan tr ng pc Ph ing uc u s cung c p cho b th c hi n email marketing Ph n ti p theo, t nh 5, b n s ng d n chi ti t, t vi ng ch n ph n m m email marketing, thi t k email, t hi u qu Cu i b nt nh ng kinh nghi n d ch email marketing c l a N ub ch tc y c c a cu ns nhi u t lo p email qua kinh nghi m t Apple n ch n l a ph n m m email marketing t t nh t ng d n thi t k email hi n th t t v i Outlook 2007 & Outlook 2010 t gi a lo ng ROI email marketing n tin tT nT tv chuy n v ngh thu t s d vi t t a nhi u doanh nghi p tr nc ab n n u b n th c hi L im u B n s th n2 12 12 T i s d ng Email Marketing? 13 14 n nh t tri n khai Email Marketing 16 16 Thi t k email G 17 t qu lo p email 17 c t Apple 18 Nh n bi t 20 c 22 ng 24 S d ng s n ph m 26 29 L p k ho ch email marketing 32 33 mua l 33 37 T ab n K tn i 37 ab nv i ph n m m email marketing 38 T ng h nt i 40 Khuy 41 T ch c s ki n 41 n tin 42 n B Chi 42 n lo 43 c cho c 47 nh d ng d li u 52 i nh n 54 t k Email 55 N i dung email 56 t k email Ng n g n 58 58 ng 59 pg p 60 p v i nh n di M ig u ng 60 61 H n ch c nh 61 i dung email 62 nh hay Text 64 n TEXT HTML 65 c email 68 Thi t k email hi n th t t v i Outlook 2007 & Outlook 2010 71 t k email cho Outlook l 71 Nh ng kinh nghi m thi t k v i Outlook 2007 72 i chi n d ch email c n ph n m m email marketing tr c n Li 76 77 Ph n m m Email Marketing c ig c a email Th g i email T n su t g i email 92 94 95 t qu Th 79 96 t ph n m m email marketing 96 Th Open 96 Th Click 99 Th ng (Bounce email) Th Th 100 102 k t qu kinh doanh 102 T l ph n h i (Response Rate) 102 T l chuy 103 i (Conversion rate) ROI (Return on Investment) 104 n d ch email 106 T ph n h i (AutoResponse) 106 T 107 ng Th t ng ph n 108 Video Email Marketing 108 p Social Media 110 t 112 a ch c a b n n m danh b email c i nh n (Address books) 113 Blacklist 113 Gi m t l email h ng 114 Nh ng t c 115 a b n coi b Ngh 117 nh 90 118 Can-Spam Nh ng ISP l n & c 120 qu 121 Ph l c A Th thu t Email Marketing 9l 123 123 ng d n chuy n t nh d ng Excel sang CSV ng h p File excel d ng ti ng Vi t ng h p File excel s d ng ti ng Vi t 10 125 125 126 t nhi u y u t B t bi u m tham kh o nh ng g u qu nh V R nh n th y r c email nh n bi t c nhi u l n v bi u m u c a b n, h s d b tham gia Tuy v c s d c m th ti uh i nh ng bi u m ph i bi c nh ng v y, c n t nh ng bi u m Nh ng v t nh cs d cv S a trang sau m c l c ng M t bi u m u qu c n m t s cs o iv thu t ph l cho b n c hi u l nh l n email t b n Nh n ph m khuy n i dung email c a b nh n nh i n ch c nh n 131 s Thi t k M t form c thi t k c n th c i thi s ig i nh n s tr nh i nh c m t bi u m ct t nhi u n u b gi u m ch y i nh ig nh iv i quan h gi a n a ch email c om c ab i nh n s 132 i nh nh Danh m c thu t ng c cung c t t b n t ng email ng l n th nc M t s thu t ng s c gi ng Anh, m t s c d ch ti ng Vi t ho ph bi d ng song ng mm nd c n mb t ghi nh Above-the- -n p-g p): c thi t k n ng n i dung quan tr kho ng 400- a email theo chi u d c nh n m email, h s th y ph i n ph i cu n chu t xu ng ASP: t t t c a Application Service Provider - c p D ch v ng d ng V t t ch c cung c p c p ph n m m d Marketing n t ng web Vang Xa Email v ASP Autoresponder: T ph n h i M c thi g i l p t c ho c sau m t th i gian t i m 133 t ng Blacklist: a ch ho c b k t t ki ig i m b o): m t lo i b o hi m g i hu :N ub Certificate, h s m b o r ng email c a b nh ng IPS l c chuy n t i i quan h Bounce (Email h ng): a ch c c g i tr l i nh ig n t i ho c hi n t t ng Call-to-Action (M i g ng): ph email nm pb ng c th nh kh a t b i nh c m n, b u i cg i th ng s t ng thay %%name%% b nh at i c email s th r tm nh i nh n tin M b ng nt i c am firtsname%% %%lastname%%, Mong r n ph cung c p 134 ch v R tc %%product%% date%% t th c d li u (Database): d li u c t ch li ng (m s d li u web ph bi n bao g CSV (Comma separated value): M vi c m nh d n ng i m t d u ph y VD: Nguy n Custom field ( nh) n i dung email (d ng a sung c a m a ch Delivery speed (T g i email): Cho bi t ph th g i email nhanh t i m D a tr n t ng web (Web-based): ph n m m p d ng tr c n c email): m xem email c a h bi n bao g i nh nm n c email ph n m m nt M c email s hi n th t email hi n th t t 135 hi n th t Outlook ng (Welcome email): i nh n sau h c g i t i nh ng n m t b n tin ESP (Email Service Provider): p d ch v - p d ch v Email ng d ng) v ESP Feedback loop: Thi t, ISP s t v i ISP M v i b c thi t nh N u c thi blacklist b p feedback loop Header email (Message headers): ph n text/coder p email M i email g i t header HTML (Hyper text markup language): n M l ISP (Internet Service Provider): ch v Vi p d ch v Internet ng ho c quay s n nh gi AOL, Juno, Netzero, Earthlink, Time Warner L p l ch g i email (Scheduling): gian b ug i m t th 136 t th i Link d ng nh n tin (Unsubscribe link): cu t i nh n d ng nh n tiin ho c s ah M u email HTML: M t m h c thi t k s n b ng HTML b n ch c t b n tin email Multi- n): T t c t header g p email -Type M g i i d ng text, text/html, ho c multipart/alternative N g pg d nh ng c a g email s t c c ng hi n th d ng HTML n i nh h c email v d ng text n c HTML, ho t t V c HTML b n, c p ng g p Text t ranh gi i Danh gi Content-Type OpenRBL.org: M n ho Opt-in: M ch nh ng nh n nh nh n b n tin email N u h h a b n, -in N u b n s d ng m t ph n m thu th a ch n tin c a h -in Chi n thu nh 137 i Permission-based ( i nh n): Xem Opt-in V i nh nh i nh n opt- ch a ab tc i h i nh n m t lo i b i nh c nh ng b n tin kh c Ph n m m email marketing ng a b n tin t i t qu chu n bao g i dung email, l p l ch g i x ng Ph n m m qu ph n m th p, nh n thu i nh n tin ROI (Return on investment): T su ti ng c t m t kho u : M t m t n b n tin c SpamCop.net: t blacklist M t d ch v chuy n ti N ub n i quan h ho c feedback loop v sau m t s l it c p internet ho c hosting c a b blacklist by Spamcop, b n c b u b n b v ih Th ng m ng email h n tin, 138 ng click, i nh n mong mu i nh b ng m t s thu t ng unsolicited nguy n) Thu th p email: t ph n m email t tt m a ch nm t t c l a ch website ho c d a t u ki m T l click: s ng link email chia cho t ng s email UCE (Unsolicited commercial email): M Whitelist c l i v i blacklist M t s ISP li m i quan h t iv ih N ub c nc ah ,b ns u b n n m m t whitelist, email c a b i g i WYSIWYG: vi t t t c a "What You See ub n th ub c) Ch m t lo n th o HTML cho d ng m d t k m t m u email ho c m t trang n ph i vi t code (Single opt-in): M i nh n ph nl a ch email c a n ho c ph n h i l u h t nh ng ng 139 i ch s h n i nh n tin m a ch -in hay confirmed opt-in): nm tb t a cg n tin n email c a ch ng, ng link email b) ph n h i l g i is h a ch h b m t nhi u i nh n tin, nh nl n tin c a h Xem email v xem th nm cg 140 Nh r th hi u v email marketing: Email Marketing For Dummies : John Arnold : ti ng Anh Email Marketing An Hour A Day : Jeanniey Mullen & David Daniels : ti ng Anh The Insider Secret To Email Marketing : Derek Gehl : ti ng Anh Best Practices for Email Marketing : Ryan P M Allis : ti ng Anh 141 http://www.emailreach.com ng kh i email : ti ng Anh http://www.litmus.com c email v tr t : ti ng Anh 142 ng p c a Email Marketing Vang Xa d ch v email marketing tr c n tr a Vi t Nam T ng nghi tr c ti n tri n khai email marketing qu Nguy n H V a Email Marketing Vang Xa, kinh nghi m, ki n th c h o c a ch doanh nghi p th c s t ng chi n d ch Ch hi tri n c i ph ng chia s ki n th c T t T n T t http://tattantat.edu.vn 143 ch t t ph ph n R&D Anh tk m a i s n, ng cho t ng email Ph n m m thi t k Nguy Ly ph tr a Email t ch th u hi i doanh nghi p g p ph i tri n khai email marketing Ch s t u qu cho t ng chi n d ch email Tr c Hi u ng b ph n k thu t c a Email Marketing Vang Xa, Hi n d ng n v ng u qu marketing 144 c a m i n l c C ng chia s ki n th c T t T n T t http://tattantat.edu.vn 145 ... n s th n2 12 12 T i s d ng Email Marketing? 13 14 n nh t tri n khai Email Marketing 16 16 Thi t k email G 17 t qu lo p email 17 c t Apple 18 Nh n bi t 20 c 22 ng 24 S d ng s n ph m 26 29 L p k... Outlook 20 07 & Outlook 20 10 71 t k email cho Outlook l 71 Nh ng kinh nghi m thi t k v i Outlook 20 07 72 i chi n d ch email c n ph n m m email marketing tr c n Li 76 77 Ph n m m Email Marketing. .. 1 02 T l chuy 103 i (Conversion rate) ROI (Return on Investment) 104 n d ch email 106 T ph n h i (AutoResponse) 106 T 107 ng Th t ng ph n 108 Video Email Marketing 108 p Social Media 1 10 t 112
