Email Marketing là gì?

Email marketing encompasses several distinct types of communication: broadcast newsletters (sent to a full list or segment), automated drip sequences (triggered by user behavior or time), transactional emails (receipts, confirmations, shipping updates), and lifecycle campaigns (onboarding, win-back, churn prevention). The power of email lies in the fact that you own the list — unlike social media followers or paid traffic, your email subscribers are a durable asset that no algorithm change can take away. Industry benchmarks show average email ROI of $36–$42 for every $1 spent, though results vary enormously by industry, list quality, and execution.

List building, segmentation, and deliverability are the three technical pillars of email marketing performance. List building is the ongoing work of growing your subscriber base through opt-in incentives (lead magnets, gated content, waitlists) and conversion points across your marketing channels. Segmentation allows you to send the right message to the right subgroup — by lifecycle stage, behavior, purchase history, demographics, or engagement level — dramatically improving open rates and conversions. Deliverability is the unglamorous but critical work of maintaining sender reputation: keeping list hygiene, managing unsubscribes and bounces, warming new sending domains, and avoiding spam triggers.

Modern email marketing is driven by platforms like Klaviyo, ActiveCampaign, Mailchimp, and HubSpot that enable sophisticated automation, behavioral triggers, and A/B testing. A well-designed automation system can turn email marketing into a nearly passive revenue channel — sending the right message at exactly the right moment in the customer lifecycle without manual intervention for each send.