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Làm quen với Email Marketing 2.0 Những điều cần biết để thực bắt đầu một chiến dịch Email Marketing hiệu quả By vinaContact.com

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  • 1. Lm quen viEmail Marketing 2.0Nhng iu cn bit thc bt u mt chin dchEmail Marketing hiu quBy vinaContact.com

2. 1Lm quen vi Email Marketing 2.0Ni dung:Gii thiu Trang 2Email Marketing l g? Trang 3u im & Nhc im ca Email Trang 3Ti sao bn chn Email Marketing Trang 5Cc bc thc hin mt chin dch Email MarketingTrang 6Thu thp a ch Email Trang 6Thit k v xy dng ni dung Email Trang 12Gi v theo di kt qu chin dchTrang 20Nhng iu cn ch khi gi EmailTrang 20Theo di v phn tch k t quTrang 22Kt hp Google Analytics nh gi hiu qu chin dchTrang 24Trnh Spam v tng t l vo InboxTrang 27Lm th no chn c phn mm Email Marketing tt?Trang 28Gii thiu vinaContact nh cung cp dch v Email Marketing Trang 30Copyright @ vinaContact 2010, [email protected] 3. 2Lm quen vi Email Marketing 2.0Gii thiuLm ch mt cng vic kinh doanh lun yu cu bn phi tm nhng cch thchhp tng doanh s bn hng nhng vn m bo chi ph thp nht c th.Bn c th nghe n Email Marketing v ang c nh ng dng nhngcha bit bt u t u. Trong ti liu ny, chng ti cung cp cho bn nhngkhi nim c bn gip bn c th bt u thc hin chin dch Email Marketingca mnh.Khng ging nh cc hnh thc Marketing trc tuyn khc nh : Marketing quaWeb, marketing qua cng c tm kim, qung co thng qua cc mng l i linkt,...bn c th phi tm n mt nh cung cp dch v chuyn nghip. ViEmail Marketing bn c th t thc hin nu thi gia n ca bn cho php.Tt c, ch yu cu bn b mt cht thi gian tm hiu, thu thp thng tin, vit nidung email, v gi ti cc a ch thu thp c. Khng cn n kin thcchuyn su v ai cng c th lm c.Uhm, khng nn ni qu nhi u v n lc tm hiu xem ti liu ny c nhngg. Chng ta hy cng b t u!Copyright @ vinaContact 2010, [email protected] 4. 3Lm quen vi Email Marketing 2.0Chng 1. Email Marketing l gTheo Wikipedia - Email Marketing l mt hnh thc ca Marketing trc tip sdng email (th in t) lm phng tin truyn thng tin ti khch h ng timnng. Theo nh ngha rng: mi mt email gi ti mt khch hng hoc khchhng tim nng u c th coi nh l email-marketing. Tuy nhin EmailMarketing thng c dng ch:Gi email nhm tng cng mi quan h ca cng ty vi cc khch hn g hinti hay trc y nhm khuyn khch lng trung thnh ca khch hng v tothm cc hp ng vi cc khch hng ny.Gi email bin mt ngi quan tm thnh khch hng hoc thuyt phckhch hng hin ti mua sn phm/dch v ngay lp tc.Vic a cc qung co vo trong email c gi bi cc cng ty ti khchhng ca h. V vic gi cc email qua internet (c cc h thng email tn tingoi internet).Mt s u im ca Email:D s dng: Email gii phng chng ta khi nhng cng vic t nh t hngngy, gip chng ta qu n l danh sch lin h, gi mail nhanh chng, l u li lchs gi mail, cc thng tin quan trng ca chng ta.Tc : Email c gi ngay lp tc ti bt c u trn th gii v khng cdch v no khc hn c Email v tc .An ton v ng tin c y: Gii bo mt thng tin ang n lc hng ngy cithin vic bo mt cho vic gi email. Cc email ngy nay c gi i cm ha nhiu hnh thc v email vn c coi l an ton cho n thi im ny.D dng trong vic truyn ti thng tin: khi ai mun tr li email vi thngtin ca email trc , n gin ch cn nhn reply, hoc nh km mt emailno .D t ng ha: Chng trnh email no cng gip bn to mt tr li t ngmt cch d dng. Cc ch ng trnh Email Marketing hin ti cn cho php bnto cc kch bn gi t ng nh: gi 1 gi sau khi ng k, gi hng tun, gikhi mua hng,m s c cp trong cc chng sau.Copyright @ vinaContact 2010, [email protected] 5. 4Lm quen vi Email Marketing 2.0Thn thin vi mi trng: Email l cng c thn thin mi trng nht trongcc loi phng tin truyn thng. Khng nh th tn thng thng s dnggiy cha nhiu ha cht. Bn khng phi lo lng g v mi tr ng khi s dngEmail.S dng ha: Bn c th to nhiu hiu ng mu sc, chn video, mthanh, hnh nh, bu thip vo trong email ca mnh. Lm cho email hp dnhn nhiu so vi mt bc th thng thng.L cng c qung co hu hiu: s dng Email hin ang c coi l chinlc c bn trong cc cng ty.D c nhiu u im nhng Email cng c mt s nhc im nht nh:Virus: Email c coi l chng trnh pht tn virus hu hiu, virus c th tnhp v t pht tn bng cch gi cc email nh km virus vo danh sch linh ca bn. Ngy nay cc my ch email thc hin qut virus tt c cc emailvo ra cng file nh km, nhng v n cn c cc nguy c i vi cc virus chac pht hin.Spam: Khi Email c s dng gi tin nhn, qung co khng mong mungy phin toi, chng c gi l Spam (th rc). Kim tra v xa cc email nh vy tn rt nhiu thi gian. Lc th rc l mt trong nhng tnh nng tnh yuca chng trnh email. Th rc cn lin quan n vn la o hoc modanh nhm mt mc ch no .Hacking: Khi mt email c gi i m cha ti ni, n s nm u giacc my ch trn th gii. Do , email c th b hack bi mt hacker chuynnghip.Hiu lm: Cng nh bt k phng tin giao tip no khc, email cng c thgy hiu lm nu nh bn din t khng r rng hay vi v.Email di: Email c ni dung qu di v kh ng ch trng n cch trnh by cth khin ngi c mt mi. a s h thng b qua nhng email nh vy.y Inbox: Mt trong nhng iu phin toi ca email l b y Inbox, nht lnhng hp mail c dung lng hu hn. Khi y, email mi c gi ti s bgi tr li, i khi gy phin toi cho c ngi gi ln ngi nhn.Kim tra Inbox thng xuyn: lun cp nht, bn phi kim tra inboxthng xuyn. iu ny i khi gy mt thi gian v phn tn s tp trung lmgim hiu qu cng vic ca bn .Copyright @ vinaContact 2010, [email protected] 6. 5Lm quen vi Email Marketing 2.0Ti sao chn Email Marketing - Chi ph thp: Bn c th tng tng khi cha c Internet, gi i mt bc th tn bao nhiu tin? Chi ph cho mt email c tnh thp hn 20 ln so vi gi th trc tip. - Hiu qu: Email marketing cho php b n ch ng giao tip vi khch hng hin ti v tim nng thay v th ng ch h ti gh th m ca hng hay website ca bn. Bn c th d dng phn nhm khch hng n gin bng vic qun l cc danh sch. - Cho phn hi ngay lp tc: Email marketing c 2 u im ln so vi cc phng tin khc: Mt l n cho php bn t thc hin chin d ch ca mnh bng cc phn mm email marketing. Hai l n cho kt qu ngay lp tc, vi cc li ku gi hnh ng nh click vo y ng k, tm hiu thm v dch v ca chng ti, thng cho ngay kt qu trong vng 48 gi. - C th o lng c: Khng ging nh mt s phng tin marketing khc, bn c th d dng theo di v o lng t l, ngi m email, t l click vo lin kt, lin kt no c click,bng cc phn mm email marketing. - Marketing phm vi ton cu: Bn c th d dng tip cn khch hng bt c u. - Cho php khch hng t la chn: Khch hng c th ch ng chn hay khng chn nhn email ca bn. - T ng ha: Nh ni trn, vi phn mm Email Marketing bn c th thc hin email marketing 24 gi mt ngy bng cc kch bn t ng. - N d dng: Chng trnh email marketing cho doanh nghi p va v nh khng cn ci t, ch cn ng nhp v s dng ngay lp tc. Ch ng trnh cng tch hp sn cc mu email bn s dng. Bn cng khng cn phi lo lng v vic thu hay cu hnh my ch gi email na.Bn c th thu c li ch t Email Marketing? tn dng c li ch ca Email Marketing, bn cn thc hin c mtchin dch Email Marketing tt. Khng n gin nh vic dng Outlook hay phnCopyright @ vinaContact 2010, [email protected] 7. 6Lm quen vi Email Marketing 2.0mm gi email hng lot gi email qung co v yu cu h mua mt ci g ca bn.Mt chin dch Email Marketing thnh cng c th cho bn cc phn th ngsau: - Tng doanh s bn hng ca bn - Gim chi ph Marketing - Xy dng s trung thnh ca khch hng - Rt ngn chu trnh bn hng - Tit kim thi gian bng cch t ng haEmail Marketing c th thc hin di nhiu hnh thc khc nhau v nhiu cchcc nhau. Nhng bt u, bn c th thc hin ngay lp tc theo mt sbc c bn sau:Bc 1: Thu thp a ch Email.Bc 2: Xy dng ni dung EmailBc 3: Gi v theo di kt quChng 2. Cc bc thc hin chin dch EmailMarketingThu thp a ch Emaily khng phi l cng vic d dng, a s chng ta ngay t u khng h xydng mt kch bn thu thp a ch email ca khch hng. N d dng vchng ta ngh l c th mua ngay c mt danh sch hng triu a ch ch vivi trm ngn ng. Hoc l nh cung cp dch v Email Marketing c th lmsn cho chng ta.S thc khng phi nh vy, nh th l vi phm php lut.Email Marketing cn c gi bng mt tn khc Email Marketing cho php.Ngha l bn ch gi email khi c s ng ca ngi nhn.Copyright @ vinaContact 2010, [email protected] 8. 7Lm quen vi Email Marketing 2.0L do khng nn mua a ch email trn mng:Bn c th thy ngay nhiu li rao vt hp dn trn mng: - 24 triu a ch Email ch vi 300 ngn ng! - Tt c u c test cn thn! - Km theo phn mm gi email m bo vo inbox 99%...Tt c u l gi di. Bn khng nn mua v nhng l do sau :L do 1: Mua bn danh sch a ch email l vi phm php lut.L do 2: Chng khng hiu qu.Trong Email Marketing, khng ph i danh sch ln l hiu qu. iu quan trngl cht lng.Cc email trong danh sch (m b n mua) c lc bi cc phn mm tm kima ch email, vic ny thc hin hon ton t ng. Do khng c c chphn loi cng nh chn lc cn thn.Trong s cc email c rt nhiu email ca cc cng ty, c quan nc ngoi.Quan im ca h v Spam rt cht ch. H sn sng bo c o bn vi n vqun l my ch hay website ca bn. V khi c bo co bn SPAM hm th ca h, bn c th b ngng cung cp dch v bt c lc no.Cng s rt th v khi email spam ca bn lt vo n v chuyn trch v vn gi th rc ca chnh ph. Hay mt b no y lin quan.Phn ln email trong danh sch c bn c thu thp t 7-8 nm trc,chuyn qua nhiu th h ch cn phn nh trong s chng l ang hot ng.Ch nhn cc email nm trong danh sch ny cng b nhng ngi khc nhbn spam, nn c th h s rt khng vui nu li nhn c email ca bn.Vic gi email theo phn loi tng i tng l vic cn thit trong EmailMarketing. S rt tn km v khng hiu qu nu nh bn gi email ti sai itng.L do 3: Tt c email u c test cn thn! iu ny khng ng. Mt sphn mm cho php bn chng thc cc email hot ng, nhng vic kim trachng cng khng h d dng. Khi phn mm gi yu cu ti cc my chemail nh Yahoo, a s kt qu tr v b li do Yaho o t chi chp nhn yucu truy vn khng r ngun gc.Copyright @ vinaContact 2010, [email protected] 9. 8Lm quen vi Email Marketing 2.0L do 4: Km theo phn mm gi Email m bo vo Inbox 99%! iu ny vl. Ai lm Email Marketing hay m t ngi chuyn v CNTT u bit. Vic giemail vo Inbox c mt s yu cu bn phi p ng c: - My ch gi email Smtp ca bn phi c uy tn, xc thc bng a ch IP tnh. Cho d bn c mt a ch IP tnh cng khng chc chn c b lc ca ca Yahoo chp nhn, vi Gmail th vic ny c v d dng h n. V bn cn phi cu hnh mt s b c chng thc kh rc ri. Bn nn bit, mi email bn gi i u c phn Header cha cc thng tin v email ca bn nh: my ch gi email, a ch gi email, a ch email bo co bn vi phm, xc thc, - Ni dung Email c im thp trong thang im m b lc Spam nh gi. Vic ny s c cp phn sau: Xy dng ni dung Email.Phn mm email bn c qung co s dng my tnh ca bn gi email.a ch IP my tnh ca bn th ng l a ch ng, vic m bo vo cInbox l rt thp, thm ch l khng th. Chc chn c nhiu bn th v nhn ra iu ny.Quay tr li vi vic thu thp a ch email (hp php) ca bn.Cht lng danh sch email ca bn ph thuc rt ln vo vic bn tin hnhthu thp a ch nh th no. Mt danh sch cht lng s m bo mi ngisn sng v thch th khi nhn email ca bn. H bit bn v dch v, sn phmm bn cung cp. V c th sn sng mua sn phm, dch v ca bn nhiu ln.Di y l mt s phng php thu thp thng tin thng dng:1. Thu thp thng tin qua Website: Li thng thng nht ca 1 website l: Khng thu thp a ch EmailBn cn phi tin hnh thu thp a ch ngay lp tc, thm ch bn cn ch a ck hoch thc hin mt chin dch Email marketing lc ny.Bn nn tch hp ngay cc webfrom, lin k t thu thp thng tin khch hng lnwebsite, khi bn a ra cc sn phm, dch v ca bn.Copyright @ vinaContact 2010, [email protected] 10. 9Lm quen vi Email Marketing 2.0Mt s thng tin bn nn thu thp t khch hng nh : - Thng tin lin lc - Khch hng bit c bn qua u (qung co, bo, cng c tm kim,) - Thng tin gii tnh, tui - Lch s mua hng ( tng mua, cha mua,) - Quy m cng ty khch hng - Cc dch v khch hng mun nhn thng tin (m bn cung cp)Ti sao bn li cn nhng thng tin ny? V chng gip bn phn nhm danhsch khch hng bn c th gi nhng chin dch ring ti tng nhm c th. Hnh 2.1 Phn loi khch hng da trn WebformBn c th t mt lin kt ng k hay form ng k bt c ni u trnwebsite ca bn.2. Thu thp t mng li quan h:Hy tch cc tham gia trao i business card vi mi ng i trong cc bui hitho, ba tic, v ng qun xin php c gi email ti h. Bn cng nn tothi quen gi email cho h trong vng 3 ngy v cp ti vn bn tng traoi. Mt s a im bn c th tin hnh trao i: Copyright @ vinaContact 2010, [email protected] 11. 10Lm quen vi Email Marketing 2.0 - Cu lc b, hip hi - Trin lm thng mi - Hi tho - Seminar3. Mt s ngun khc bn c th tch hp thm form ng k: - Trong cc bn kho st s hi lng ca khch hng - Trong form vn chuyn hng ha khi khch hng mua sn phm t website - Trong form mua hng khi khch hng mua s n phm t website - Trong cc email xc nh n hay giao dch - Trong chng nhn thanh ton trc tuyn - Trong ha n - Trong cc bi vit - Trong cc n phm pht hnh - Trong cc thng tin cng khai c a cng ty nh brochure, catalog,4. Cung cp cc bn bo co min ph, cc tin tc hu ch hoc cc phnmm min ph.Bng cch yu cu khch gh th m in thng tin khi mun download hay ctng mt sn phm min ph ca bn. y l mt cch thng c dng nhtkhng ch trn internet.5. Ngun a ch t cc n v Mi gii danh sch:Cc nh mi gii thng l cc cng ty marketing thu thp v bn cc thng tinv khch hng. Nu bn nh mua li danh sch t cc cng ty ny, hy ch vn hp php ca danh sch. Nu khng vic ny s ph hy hnh nh cacoong ty bn.Gi : C rt nhiu blog, din n, mng x hi h tr vit bi dng HTML. Bnc th a bi vit ca mnh ln v km cui bi mt lin kt ku gi kiunh: ng k tip tc nhn bi vit v ch ny qua Email v lin kt nti form ng k trn website ca bn.Copyright @ vinaContact 2010, [email protected] 12. 11Lm quen vi Email Marketing 2.0Mt s gi thit k form ng k hiu qu:C rt nhiu kha cnh to ra mt form ng k c hiu qu. Di y lnhng gi v vic to mt form ng k chin dch marketing ca bn. 1. V tr: Da theo thi quen, c im sinh l cng nh tm l ca ngi duyt web. S lun l tt nht nu t form ca bn mt trong cc v tr sau: - Bn phi, pha trn cng. - Bn tri, di thanh naviagation hoc - cui trang, ngay di ni dung 2. Thng ip mi gi: Form ng k hiu qu phn ln ph thuc vo li mi gi ca bn. N ng vai tr quan trng trong vic thu ht s ch ca mi ng i cng nh thuyt phc mi ngi tin tng bn cho bn thng tin ca h. S l tt nht nu bn bao gm li ch m ng i ng k c c trong mt s mu cu ku gi mnh m. Nh : ng k nhn cc mo tng hiu qu chin dch ca bn ng k ti v bo co TMDT mi nht 2010 ng k c u i 20% ngay trong hm nay 3. Cung cp li ch cho ngi ng k: Bn nn cung cp nhiu thng tin gi tr, bo co min ph, m gim gi, phn mm, chng trnh khuyn mi,nu khng c cc li ch ny th li ku gi ca bn cng khng tn ti v mi ng i s chng c l do g a cho bn a ch email ca h c. 4. Thit k form: Mt form ng k c thit k tt s tng ng k t l chuyn i (t khch gh thm thnh khch hng) c a bn. Nu qu trnh ng k phc tp, khng r rng v thu thp qu nhiu thng tin ring t ca khch th bn s khin h nghi ng v e ngi.Copyright @ vinaContact 2010, [email protected] 13. 12Lm quen vi Email Marketing 2.0Hy ch tp trung vo nhng thng tin quan trng nht, v gii thch rrng v chnh sch ring t cng nh nhng g khch s nhn c saukhi ng k.Thit k v xy dng ni dung EmailThit k Email: Quyt nh Email c thit k nh th no cng l mt trong nhng b cquan trng trong vic thc hin chin l c Email marketing ca bn. Thit kEmail i hi phi chn mt kiu nh dng nh l th tin tc, thip chc mng,th ng, cho hng, Ngi c a phn ch lt qua mt lt xem cc ni dung chnh yu,nu nh email ca bn khng c b cc d c th khng ai kin nhn cmt lt t u ti cui c. Vic thit k Email c lm tt cng nng tm th ng hiu ca bn, cngging nh business card, catalog,email cng nm trong b nhn din th nghiu ca bn. Nu mt email c thit k cu th, ngi c s khng my tintng vo bn. Thit k email cng i hi bn phi c kin thc v HTML v thit k giaodin, chng cng ging nh thit k web mc d khng phc tp nh web v cmt s quy c khc nhau. Nu bn khng thnh tho HTML th c th s dngsn cc mu Email c tch hp trong phn mm Email Marketing ca nhcung cp dch v nh http://www.vinaContact.com tm hiu thm v thit k Email, cc bn c th c cun Email Marketingfor Dummies.Nu cng ty bn hay c nhn bn khng phi l ng i chuyn v thit k,vic thu mt n v hay c nhn bn ngoi thit k l mt la chn t t. Bnc th cn thit k nhiu h n mt mu Email v s cn dng cho nhiu mc chkhc nhau.Xy dng ni dung Email:Trong Email Marketing th y l phn quan trng v tn nhiu cng scnht. V cc bc khc bn c th thc hin t ng, nhng xy dng ni dungcho Email i hi chnh bn hay cng ty bn phi trc tip tham gia. D bn cth thu ngoi copywriting nh ng i khi vic ny tn km v khng thc struyn ti c ht ni dung m bn mong mun.Copyright @ vinaContact 2010, [email protected] 14. 13Lm quen vi Email Marketing 2.0Cc cng ty chuyn v chm sc khch hng qua email cng l mt la chntt cho bn nu bn khng c ngun lc thc hin. Tuy nhin vic xy dngni dung cho Email Marketing cng nh ton b v Email Marketing hon tonkhng qu kh nh cc phng ti n qung co khc. Bn hon ton c th tlm vi s tr gip ca phn mm email marketing. i khi iu ny ch ngin l: son mt ci g c ngha v gi cho cc khch hng ca bn . Phn sau y s gip bn xc nh nhng chin lc ni dung tt nht gi ti cho khch hng ca bn. Mt ni dung Email thnh cng th bao gm: - Nhng thng tin lin quan n lnh vc khch hng cn - Khuyn mi, gim gi c bit - Thng tin v pht trin sn phm hay dch v mi - Tin tc trong ngnh - Nhng thng tin c gi tr trong kinh nghim ca bn - Cc Case study hay cc v d thc t v khch hng thnh cng vi sn phm/dch v ca bn. Email Marketing s l tt nht nu bn c th cung cp mt iu g c gi tr i vi khch hng v khng nh h ng ti li nhun ca bn. Mt vi trong s l: - Nhng thng tin hu ch - Gim gi % - Qu tng min ph - Dng th min ph - Mua 2 tng 1 - Min ph/gim gi nng cp - Min ph/gim gi khi mua hng mi - Bo co min phCopyright @ vinaContact 2010, [email protected] 15. 14Lm quen vi Email Marketing 2.0 Email c th c s dng nh cng c marketing trc tip, cng c qung co, cng c bn hng v cng c xy dng lng trung thnh. Khi m t t c trong s c cha mt yu cu phn hi hay mt call to action. Do bn c th o lng c t sut li nhun/vn u t ca bn. Hay n gin ch l theo di phn hi, phn ng ca khch hng. Di y l mt s v d v cc chin dch Email Marketing m bn c th tham kho : 1. Cc c hi c hn : Cung cp cc c hi gim gi hay khuyn mi c bit c gii hn bi thi gian hay s lng s cho bn phn hi nhanh chng : - Ch cn 5 ngi cui cng - Ch trong tun ny - Khuyn mi c bit 30/04 - Ch trong hm nay Bn cng c th t vo cc Gi vng : - Trc 11 gi - T 11 n 12 gi - Ch vo th 7 v ch nht hng tun. 2. Th tin tc : Th tin tc newsletter l mt cng c tt nht v ph bin nht xy dng mi quan h vi khch hng ca bn. D i y l hnh nh mt hp th vi cc th tin tc nhn :Copyright @ vinaContact 2010, [email protected] 16. 15Lm quen vi Email Marketing 2.0 Hnh 2.3 Hp mail vi cc th tin tc nhn c Nu cc email qung co hay email cung cp cc c hi c hn nh bn trn yu cu phn hi trong thi gian ngn. Th th tin tc c thit k xy dng mi quan h v lng trung thnh ca khch hng trong thi gian di. Ngy nay, u c chng ta b trn gp bi v s cc thng tin. Nhng g n khng thng xuyn u b chng ta qun i mt cch nhanh chng. Khch hng cng vy, nu bn khng lin lc vi h th ng xuyn th c c th c lc h s khng cn nh bn l ai. Mt khc, mc cnh tranh trn internet th khc nghit hn rt nhiu so vi mi trng bn ngoi. Ch cn 1 giy ch , mt c click chut rt c th bn s lt khch hng vo tay i th cnh tranh. l l do ti sao nhng hng ln chi hng t ng c xut hin thng xuyn trc mt chng ta. Mc ch ca h l mi gi bn mua hng ca h ngay lp tc? Tt nhin l k hng ri. Bt c ngi lm Marketing no u hiu, mc ch ca tt c nhng vic l chim mt v tr trong tm tr ca chng ta. Mt cch v thc, nhng hnh nh, thng tin lp i lp li s c u c chng ta ghi nh. V mt trong nhng mc ch chnh ca th tin tc chnh l khin khch hng nhn ra bn, ghi nh bn.Copyright @ vinaContact 2010, [email protected] 17. 16Lm quen vi Email Marketing 2.0 Ni dung th tin tc cung cp cc thng tin c gi tr cho khch hng, cc thng tin ny c th thuc v nhng nhm sau : - Cc nghin cu tnh hung - Gi v mo - T vn & li khuyn - Cc cu hi thng gp - Cc vn k thut c gii thch n gin ha - Cc phn tch chuyn su 3. Cc tin tc v sn phm, cp nht hay pht hnh mi: - Sn phm nng cp, v li, cp nht - Tnh nng mi - Kiu mu mi - Cc dch v mi iu quan trng trong s thnh cng ca chin dch l bn tp trung vo cung cp thng tin gi tr cho khch hng. V bt c khi no c th, hy cho h mt l do phn hi : - Th min ph - Cung cp cc gii thiu - Khuyn mi hoc gim gi 4. Th tin tc ni b : Vic gi cc th tin tc ni b thng xuyn cng l yu t quan trng trong vic truyn thng thng sut trong ni b doanh nghip. Hy m bo tt c cc nhn vin ca bn lun c cp nht cc vn quan trng nh : - Ch quan trng, thng bo - Chnh sch v th tcCopyright @ vinaContact 2010, [email protected] 18. 17Lm quen vi Email Marketing 2.0 - Mc tiu v kt qu - Cc s kin v hot ng ca cng ty. 5. Li mi : Gi cho khch hng ca bn cc li mi qua email, ng thi cung cp cc lin kt h c th ng k trc tuyn. Ty thuc vo thi im v s kin ca tng cng ty, bn c th a ra mt s li mi vo dp: - Li mi tham d bui ra mt sn phm - Cc hi tho, seminar - S kin cng ng - S kin gy qu t thin - Khong thi gian trao i c bit - Open House - Dng th sn phm Cc li mi tham d s kin gip khch hng cm nhn c h l quan trng vi bn. Mt trong nhng chi ph cho cc s kin l in n v gi th mi, vi email iu ny tr nn thc s d dng. 6. Email gi sau khi bn hng: Bn c th t ng ( bng phn mm) email ti khch hng sau khi khch hng mua sn phm ca bn nh mt li cm n v cung cp cho h cc li ch sau khi mua hng ca bn. Khch hng s khng cm thy b b ri sau khi thanh ton ti n cho bn, ch vi mt email c th s to ra s khc bit ln. Mt s v d ca email sau khi bn h ng: - Email Cm n v mua hng - Gi chm sc v s dng sn phm - Gip v cc cu hi thng gp - Email kho st hi lng ca khch hngCopyright @ vinaContact 2010, [email protected] 19. 18Lm quen vi Email Marketing 2.0 7. Thng ip c nhn: L do bn thu thp ngy sinh ca khch hng chnh l c c hi c gi email chc mng sinh nht ti h. - Thip chc mng sinh nht - Cc email cp lu khng thy tin tc g ca bn khi khch hng khng gh thm hay khng ch n bn trong mt khong thi gian. Bn nn gi email nhc nh khi gi tr nh ca h. - Cc email thng bo: Ti khon ca bn b qu hn, ha n b qu hn,Cch vit Email 6 bc to n tng mnh qua Email 1. To tiu . S dng t ng gy nn s ch , hp dn nh ng vn bom tnh chnh xc. ng phng i m hy to nn s tn nhim chobn. 2. Vit li gii thiu. Bn c th lm iu ny bng cch t cu hi chongi c. H ang phi i mt iu g? Mc ch ca li gii thiu lkhi gi s ham mun t khch hng. 3. K mt cu chuyn. Hy k cho h nghe vn m bn tng vp phiv cch m bn gii quyt chng. Qua mi ngi s hiu hn v conngi bn. Hy chc rng bn cung cp y thng tin v cch m bn gii quyt vn . Bng cch ny, khch hng s tin nhng g bn nitrong tng lai. 4. Hi nhng cu hi khc. Lc ny b n khi gi c s thch th tkhch hng, hi h nu h mun bit cch bn lm iu . 5. Vit li ku gi hnh ng. V d nh nhp vo y khm ph cchm ti gii quyt vn . Li ku gi y s dn trc tip khchhng n website hay sn phm ca bn. 6. Kt thc email. Hy vit mt on kt cho email ca bn. Cch tt nht ltng hp li nhng ni dung chnh ca email. V c bn, hy trnh by lini dung ca nhng on trc . Hn na s tt hn khi ni cho khchhng ca bn bit nhng g h ang tm kim. Lun to cho khch hngcm gic thch th bng vic cung cp thng tin v cch gii quyt ttnht cho nhu cu ca h.Copyright @ vinaContact 2010, [email protected] 20. 19Lm quen vi Email Marketing 2.0Nhng thnh phn cn phi c trong mt EmailTrc khi quyt nh gi i mt Email, bn nn xem xt c cc thnh phnsau cha? (iu ny khng p dng vi email trao i trong nhm, hay trao ikhi cng vic).1. Li cho:- Cho bn!, Cho Nam!, Bn ng k thnh cng kha hc ca chng ti,...Phn ny bn c th chn thuc tnh c nhn (nh tn) tng kh nng cnhn ha Email ca bn.2. Ngy thng: chng t cho ngi c rng email h nhn khng phi l do bn son tna nm trc. Bn cng nn chn ngy thng gi vo trong email ca bn.Cc email template c thit k c sn cc v tr cho ngy thng, thng thchng phn trn cng ca email (ngay d i logo, banner v trn li cho).3. Phin bn web ca email:C th my tnh ca ngi nhn cha ci font, hoc email client cu hnh bli,...nn ngi nhn khng th c c ni dung email ca bn trong chngtrnh ca mnh. Hy chn vo dng u tin ca email lin kt ti mt phin bnweb ngi c c th m chng trn trnh duyt v d dng bookmark li.4. Logo:ng qun logo ca bn. Hy thng hiu ca bn xut hin tro ng bt c tiliu, email no m bn gi i. Hy to mt email template cho ring mnh vng nht vi nhn dng th ng hiu ca cng ty bn.5. Call to action:iu ny cn m rng ra c vi cc nt, cc lin kt m bn h ng hnh ngca ngi c. Bn gi email ch c v y thi sao?ng qun dn d ngi c gi cho bn, click vo mt lin kt hoc lm mthnh ng c th no . Nu khng cc bc trc ca bn coi nh b ph. Copyright @ vinaContact 2010, [email protected] 21. 20Lm quen vi Email Marketing 2.06. a ch vn phng ca bn:Nu bn khng mun coi l mt k nc danh, mt spammer th hy a voemail a ch vn phng (hoc a ch ng k kinh doanh) ca bn. iu ny lbt buc trong lut chng spam ca quc t v c ca Vit Nam. Cn thn bpht.7. Lin kt D b ng k (unsubcribes link):hy cho ngi nhn c quyn t chi nhn email ca bn bt c lc no.Mc d h tng ng k nhn email ca bn trc . iu ny l bt buctrong lut chng spam ca quc t v c ca Vit Nam. Cn thn b pht.Chng 3: Gi v theo di kt qu chin dchTrong chng ny: - Nhng iu cn ch khi gi Email - Thit lp cc kch bn gi Email t ng - B lc th rc & Tng t l ti ch ca bn - Gi th & xem th - Bn c th theo di nhng g? - Hiu v mt bn phn tch kt qu chin dchSau khi bn c mt danh sch khch hng v xy dng xong ni dungEmai. Vic n gin cn lm cui cng l tin hnh gi email i. y c mts iu bn cn ch khi gi:1. Ch gi email ti ngi nhn khi c s ng ca h. Hy chc chn lemail ca bn c cha ni dung "Xc nhn ng k" (Opt-in), v "D b ngk" (Opt-out). Nu khng, bn vi phm php lut y! Tm hiu thm lutchng th rc.2. Ch nn gi ni dung lin quan n lnh vc ngi nhn yu cu.Copyright @ vinaContact 2010, [email protected] 22. 21Lm quen vi Email Marketing 2.0Vic bn gi email gii thiu "Sn phm chng n mn kim loi" ti mt c hcsinh th "c v" nh khng c hiu qu lm.3. Xem xt vic gi theo nh k, hng tun, hng thng, ...ngi nhn snhanh chng qun mt bn l ai nu bn khng th ng xuyn li n tngvi h. Hy gi mt thn g ip thng xuyn ti h (tt nhin khng nn quthng xuyn n mc c th lm phin).4. Thi gian tt nht gi email giao dch kinh doanh l t th 3 n th 6.Sau 9h30 hoc 1h30 chiu. Tt nht l trnh gi email sau 16h30 v cui tun.Ti thi im ny mi ngi dng nh mt mi, chng cn hi sc u mgiao dch, trao i na.5. Thi gian tt nht gi email n khch hng/khch hng tim n ng lkhong 17h n 20h t th 3 n th 6. Gia bui sng th 7 v sng ch nht.Khch hng khi c nhiu thi gian rnh ri, v c th s c k email giithiu ca bn.6. Hy t tn ngi gi n l tn cng ty bn hoc mt ng i trong cngty bn. V thi im ngi nhn quyt nh gi email, mt trong nhng yu tquan trng nht khi h quyt nh l tn ngi gi quen thuc vi h.7. Hy gi email di c 2 dng HTML (c c nh, lin kt ging nh trangweb) v Text (ch c ch), v c ngi s ch nhn c ni dung Text. Nu bnch gi HTML th hong 5% s ng i s khng nhn thy n i dung.8. Khng nn t nhiu du chm than trong tiu hay ni dung ca bn.Vic ny s gy ch ca b lc th rc.9. Hy c nhn ha Email c a bn. Thay v "Xin cho", th "Xin cho Nam" s hiu qu hn, cc ni dung trong email cng nn c c nhn ha. V iuny c th lm mt cch t ng. Trong phn mm ca vinaContact, bn c thchn "Chn th c nhn ha" vo tiu hoc bt c u trong Email.Vi nhng chin dch khng lp li v gi mt ln bn c th t tay nhn ntnhng email khng ch c s dng cho nhng tr ng hp nh vy. Bn slm th no khi phi thc hin cc vic sau y? - Gi mt email 1 gi sau khi khch ng k vo danh sch email ca bn. - Gi mt email cm n 1 gi sau khi khch hng thanh ton mua hng ca bn. - Gi cc email tin tc nh k sau 1 tun, 1 thng cho cc email nm trong danh sch nhn tin tc ca bn. - Gi mt chng trnh o to qua email di hn, mi 3 ngy mt emailCopyright @ vinaContact 2010, [email protected] 23. 22Lm quen vi Email Marketing 2.0 - Danh sch ca bn hm nay c 90 ng i, mi ngy c thm mt s ngi ng k mi th phi gi th no? - Vi nhng ai m email hay click vo lin kt, bn mun gi cho h mt email tip sau . Nhng nhng ngi cn li th khng cn?Cu tr li tt nht trong trng hp ny l: Tn dng ht cc tnh n ng caphn mm Email Marketing.Phn mm Email Marketing trc tuyn vinaContact.com h tr rt tt vic ny,nu bn tham kho mt phn mm khc th hy ch n cc chc nng c ththc hin cc vic trn. Phn mm ci t trn my tnh c v kh ng ph hp vbn cn chng trnh chy 24/7, cho d bn khng kt ni th n vn phi tiptc lm cc cng vic bn ci t.Tuy nhin, bn khng nht thit phi thc hin ht cc cng vic bn trn, c thnhu cu hin ti ca bn ch a cn n. Nhng thc s mi l phn th vnht ca vic ng dng CNTT t ng ha quy trnh bn hng, ch m sckhch hng ca bn.V vy, trong k hoch trin khai kinh doanh, hy nn dnh mt phn ln khoch thc hin vic t ng ha email marketing ca bn. Vi mi email cson tho mt ln, bn c th gi rt nhiu ln ti nhiu ng i khc nhau, ticc thi im khc nhau.Theo di v phn tch k t quTrong mt bn phn tch kt qu chin dch, nhng thnh phn sau s cthng k v bn phi hiu c ngha ca chng: - Email no b t chi - Ti sao chng b t chi - Ai m email ca bn - Ai click vo lin kt trong email ca bn - Lin kt no c click - Ai d ng k ra khi danh sch ca bn - Ai chuyn tip email ca bn cho ng i khcCopyright @ vinaContact 2010, [email protected] 24. 23Lm quen vi Email Marketing 2.0 Hnh dui y m t mt thng k c thc hin bi phn mm Email MarketingHnh 3.1 Thng k chin dch Email trn phn mmT l b t chi (bounce rate): l t l gia s email b tr v do khng th gic trn tng s email gi i ca chin dch.T l m: l t l email m (nhng c gi yu cu ti my ch) trn tng s emailkhng b t chi. Email ca bn c tnh l m khi mt trong cc hnh ngsau xy ra : - Ngi nhn cho php hin th Email mt cch y (cho php hin th hnh nh). - Ngi nhn click vo mt lin kt trn email. Nh vy nu bn xem email m khng bt hnh nh ln th h thng vn tnh l cha m. Do s ngi thc s m email ca bn s c th cao h n s c tnh bi h thng. Ch : a s cc chng trnh Email mc nh l n hin th nh vi nhng nh phi ti t ngun bn ngoi (bn chn nh d i dng url) trnh ti v nhng m c hi. Nu bn mun nh lun c hin th th khi chn nh vo ni dung Email, hy chn chn nh nh l nh km iu ny s lm tng kch thc ca email. Vi phn mm Email Marketing ti vinaContact, khi gi chin dch bn c th chn mc chn nh nh l mt nh km do nh s c gi i cng email ca bn.Copyright @ vinaContact 2010, [email protected] 25. 24Lm quen vi Email Marketing 2.0T l click: l t l ngi click vo mt hay nhiu lin kt trong email tnh trntng s email c m (theo thng k ca phn mm).V khi click vo mt lin kt th email cng c coi l m. Do s ngiclick khng bao gi vt qu s email m.i khi s click vt qu l bi v mt s ng i nhn click nhiu ln hocclick vo nhiu lin kt trong mt email.Di y l mt thng k v click trong mt chin dch Email Hnh 3.2 Thng k chin dch Email trn phn mmKt hp vi Google Analytics nh gi hiu qu chin dch ca bnGoogle Analytics l cn g c thng k v phn tch web min ph ang c rtnhiu webmaster s dng. Nu bn c mt website v cha c ti khon, hyvo trang http://www.google.com/analytics ng k. Dch v ny s dng tikhon gmail ca bn v giao din ting Vit nn bn ng k rt d dng.C th thch hp Google analytics vi chin dch Email Marketing bng cch : - Trong phn cu hnh theo di chin dch ca phn mm Email Marketing c mc theo di click lin kt s dng google analytics. Bn ch cn in cc thng s tng ng vo. - Theo di lu lng truy cp vo website ca bn khi bn thc hin Email Marketing. - Hng cc truy cp t Email ti mt Landing Page (l mt trang trung gian hoc mt trang c bit trn website s dng trong vic thu thp ccCopyright @ vinaContact 2010, [email protected] 26. 25Lm quen vi Email Marketing 2.0thng tin v khch hng khi bn click vo cc lin kt qung co trongemail, n thng s dn bn ti trang ny). V thc hin thng k truycp cho trang ny vi google analytics. Di y l v d v mt Langding Page:Hnh 3.3 V d v mt Landing PageNi dung ca mt Landing Page c th bao gm: - Nhng thng tin b sung thm v sn phm/dch v cp trong Email - Tip tc bi vit hay cu truyn trong Email - Mt Shoping Cart mua hng - Mt form thu thp thng tin khch hng - Mt form hin th thng tin c nhn nh trng thi ti khon, lch - Cc hng dn tng bc hng ngi c thc hin mua hng - M gim gi hoc cc thng tin khc c th in ra c.Mt s l do khin Landing Page b tht tho t khch hng:- Thit k ca Landing page khng t ng ng vi thit k ca Email- Nhng qung co v dch v, sn phm trong Landing page khc vitrong Email- Ni dung ca Landing page khng nh mong i ca khch hng, lmkhch hng c cm gic truy cp sai hng- Khch hng hng th vi ci m bn cung cp nh ng khng c nhmua Copyright @ vinaContact 2010, [email protected] 27. 26Lm quen vi Email Marketing 2.0 - Landing Page khng to c cc hnh ng tip theo mt cch lin tc, khin khch hng b n khon khng bit tip theo s nh th no. Copyright @ vinaContact 2010, [email protected] 28. 27Lm quen vi Email Marketing 2.0Trnh Spam v tng t l vo Inbox ca bnMt trong nhng yu t nh h ng n hiu qu chin dch Email ca bn, lT l ti ch c tnh bng s email ti c Inbox ca ngi nhn trn tngs email gi i.Email ca bn, nu khng vo c Inbox s c th do cc nguyn nhn sau: - B tr v do Inbox y (t chi mm) - B a vo Spam box bi b lc Spam - B chn: Do b lc Spam hoc a ch ca bn (a ch IP, tn min) c a vo danh sch en c a nh cung cp dch v Email.Ngoi tr mt l do l cht l ng danh sch a ch ca bn (Nu danh schcha nhiu a ch hng, khng tn ti,th t l b t chi (bounce) s cao). Thl do th hai chnh l cc b lc th rc.Cc nh cung cp dch v email nh: Gmail, hotmail, yahoo mail, vnn, fpt,netnam,.. lun c cc c ch lc th rc trnh ngi s dng ca h nhnc cc email khng mong mun. Lut CAN -SPAM c M a ra coi nh lmt tiu chun cc nh cung cp dch v da vo trong cc cuc chin ivi nhng ngi gi th rc. Bn c th tham kho chnh sch ca Gmail t i ach http://mail.google.com/mail/help/intl/vi/program_policies.htmlTi Vit Nam ban hnh ngh nh s 90/2008/N-CP v chng th rc. Bnc th xem ti http://www.cpv.org.vn/ t l gi ti ch cao, ng ngha vi vic gim ng n cn bi cc b lcSpam, bn c th cn phi thc hin cc yu cu sau: - Ni dung Email (tiu , hnh nh, cc lin kt, t ng,) trnh c cc yu cu ca b lc th rc. - Khng c mo danh a ch ngi khc gi. - Ch c gi ti a ch m ch nhn cho php bng cc c ch nh: xc nhn ng k (double opt-in), hay tham gia ng k khng xc nh n (opt- in). - Khng nn gi vo cc danh sch m bn m ua trn mng. iu ny vi phm quy tc bn trn, nh th ngha l bn vi phm lut v c th b a vo Danh sch en ca nh cung cp dch v.Copyright @ vinaContact 2010, [email protected] 29. 28Lm quen vi Email Marketing 2.0Lm th no chn c phn mm Email Marketing tt?iu u tin khi chn phn mm cho ch ng trnh email marketing, bn nnnh hng trc l bn s t lm mt mnh hay l giao cho mt b phnchuyn trch. Bn c th thc hin c hai cch trn bi v iu hon ton cth, nhng khi chn mt cch bn phi chc chn l n s hiu qu. Bn khngh mun th ln lt tng chin lc marketing nu trn ri pht hin rarng n khng hiu qu, bi v lm nh vy ch gy tn thi gian v tin ca.Trong trng hp bn c giao ph nhng cng vic quan trng h n vic thchin mt chin dch qung co qua email, th tt nht bn nn nh cc bngcch giao cng vic quan trng ny cho mt bn th ba. Hy chc chn rngbn th ba m bn giao ph c s thnh tho, kinh nghim v chuyn mni vi loi cng vic nh th ny.T thc hin chin dch v la chn phn mm email marketing c th mang licho bn nhiu li ch. u tin l bn c th kim sot ton b cng vic camnh v cch thc hin n. Bn c th pht hin ra v lm theo cch m bnthy tt nht bi v khng ai hiu r cng vi c bng chnh bn. ng thi khi tthc hin, bn cn c th linh hot la chn nhng g ng n nht cho cngvic ca mnh. Nu bn thc hin trc tip bn s khm ph ra rng n r h n lkhi giao cho mt bn th ba.Bi v c rt nhiu cng ty cung c p cc phn mm trong lnh vc kinh doanh,cho nn tm ra c mt phn mm thch hp th cng phi mt mt khongthi gian.Sau y m mt vi th thut c bn bn c th tm ra c phn mm thchhp cho mnh:1. Bn c th s dng cc phn mm min ph, v cho d l phn mm min phhay phn mm thng mi th khi chn la bn cng phi chc chn l n png c yu cu chuyn mn ca cng vic ca bn. Bn c th s dng ccphn mm c tht nhiu chc n ng trong cng mt mng cng vic, nhng hycn thn v kim tra k cng bi v ch a chc n l cng c tt nht khi sdng vo cng vic ca bn mt cch chi tit. H n na phn mm c nhiuchc nng thng rt kh s dng.Email marketing c chia ra lm nhiu khu: thu thp a ch email, qun lchng, vit/gi email v kim tra kt qu. V vy tt nht l hy chn mt phnmm ch tp trung vo email marketing.2. Chn phn mm m c th s dng kt hp vi cc phn mm v dch vemail marketing khc.Copyright @ vinaContact 2010, [email protected] 30. 29Lm quen vi Email Marketing 2.03. Chn phn mm trc tuyn th tt hn cho bn. V c th d dng s dngtrn my tnh hin thi ca bn cng nh hu ht cc my tnh khc, l do ngin l bn khng h bit khi no bn s phi i my tnh. Hy chc chn rngbn khng cn bt c mt ch ng trnh hay phn cng h tr no khc phnmm ca bn c th chy n nh.4. Mt phn mm khi s dng cho chin dch email marketing c nh gi ltt khi n cho php bn tm dng hoc ngng kt ni vi ch ng trnh. C thtrong ln thc hin u tin bn s ngh rng iu ny khng quan trng, nh ngkhi chin dch marketing ca bn pht trin, bn s nhn ra chc n ng ny quantrng ti mc no.5. Email marketing th khng ng ng pht trin v m rng, cho nn phn mmm bn la chn phi c kh n ng bt kp s pht trin i ln khng ngng .y cng chnh l l do ti sao bn nn mua phn mm t nhng cng tychuyn v lnh vc email-marketing nh vinaContact, iContact, mailermailer,campaigner,Nu mt cng ty phn mm cho bn dng th sn phm ca h th bn hydng th. Thi gian dng th ny s gip bn lm quen v xc nh xem c phhp vi bn khng. Bn cnh , c nhng bi nh gi v nhiu phn mmkhc nhau s gip bn c c du hiu tm ra phn mm thch hp m bnmun.C th bn thy cn nhiu vn cha c cp n trong ti liu ny.Vng, ng nh vy. Email Marketing c th tch hp cng vi cc ph ng tintruyn thng khc nh Mobile, Mng x hi, h qun tr khch hng CRM. Hayv cc vn v k thut trong vic thit lp mt my ch gi email uy tn.Chng ti hi vng s c th cp vi cc bn trong nhng bi vit khc.Cc bn c th gh thm website http://www.vinaContact.com cp nhtnhng bi vit mi v Email Marketi ng.Mt s ngun ti nguyn trn mng bn c th tham kho:http://www.marketingprof.comhttp://www.lyris.com/http://www.thetruthaboutemailmarketing.com/http://emailstatcenter.com/http://brightwavemarketing.com/http://www.emailresults.com/http://ezinearticles.com Copyright @ vinaContact 2010, [email protected] 31. 30Lm quen vi Email Marketing 2.0 hiu su hn v Email Marketing, bn c th tm c cc cun: 1. Total Email Marketing 2nd - Dave Chaffey 2007 2. Emai Marketing for Dummies Wiley Publishing 2008 3. Eriches2.0 Scott Fox 2009 4. Email Newsletter 101 Michael Griffin 2003V rt nhiu cc Ebook, Playbook bn c th tm thy trn Internet.Gii thiu v vinaContactChng ti cung cp dch v Email Marketing trc tuyn cho cc c nhn vdoanh nghip c nhu cu thc hin Email Marketing.Phn mm ca chng ti c cc c im:- Ting Vit d s dng- y tnh nng Email Marketing- Dng trc tuyn, khng cn ci t, khng cn cu hnh gi emailn vi vinaContact bn s c:- Min ph dng th trong vng 30 ngy- T vn thc hin Email Marketing min ph- Nhn cc bi vit, mo tng hiu qu chin dch Email Marketing ca bn- c hng cc gi dch v: Ch m sc khch hng trn gi, thit k email, xy dng ni dung email vi gi u i.Mi vn v gp , phn hi cng nh lin h, xin vui lng email ti a ch:[email protected] hoc s in thoi: 082.237.3956 chng ti rt vinhhnh nhn c s gp ca cc bn.Copyright @ vinaContact 2010, [email protected]