Email vs Zalo Marketing: A Detailed Comparison of 8 Criteria, Costs, Conversion Rates, and How to Choose the Right Channel (2026)

Email vs Zalo Marketing is the question most small business owners in Vietnam ask when they want to build a direct customer outreach channel. Email has a massive global user base and low costs, but Zalo owns over 75 million Vietnamese users with extremely high message open rates. So which is the right choice for your business?

This article from RiverLee compares Email Marketing and Zalo Marketing across 8 practical criteria, clarifies the hidden costs of each channel, provides real open rate and conversion data from the Vietnamese market, and includes case studies and a channel selection checklist so you do not waste your budget.

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Why the question "Email or Zalo" matters so much

Most small businesses in Vietnam start marketing somehow — running Facebook ads, posting on Zalo, manually sending emails to old customers — but very few have a stable direct marketing channel that generates consistent revenue. The main reason is choosing the wrong channel from the start: emails end up in spam folders, Zalo messages get blocked, or both channels are not structured properly.

Choosing the wrong channel not only wastes time but also loses the opportunity to build long-term customer relationships. Email Marketing builds customer data ownership, while Zalo Marketing leverages Vietnamese user behavior naturally. Understanding the difference between the two channels is the first step of any effective content marketing strategy.

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Decision framework: Choosing between Email and Zalo in 3 steps

Before diving into the detailed comparison, use the 3-step framework below to determine the channel that best fits your business. This framework helps you narrow down your options before analyzing in depth, preventing wasted budget on the wrong channel.

Step 1: Where is your customer in the buying journey?

If your customer has recognized a need and is actively seeking solutions — for example, searching for "accounting services for businesses," "inventory management software" — then Email Marketing works more effectively because email allows sending long, detailed content with links to landing pages that have high conversion rates.

Conversely, if your customer has not yet recognized a need or is in the consideration stage — for example, comparing prices, researching brands — then Zalo Marketing is more suitable because Zalo reaches users on the app they open dozens of times daily, with message open rates reaching 85-95%.

Step 2: What category does your product belong to?

Products with short purchase cycles that need periodic reminders (food, cosmetics, renewal services) work well with Zalo OA automated messages. Products with high value and long purchase cycles (real estate, automobiles, enterprise consulting) are better persuaded by Email with long, detailed analytical content. B2B services almost always perform better on email because purchase decisions typically go through multiple approval levels.

Step 3: What is your current budget?

With a low budget (under 2 million VND/month): Start with Zalo OA because message costs are zero, you only need good content. With a medium budget (2-10 million VND/month): Run both channels in parallel, allocating 60% to Zalo and 40% to email to compare actual performance. With a budget over 10 million VND/month: Build an integrated funnel strategy where Zalo creates awareness, email nurtures and closes deals.

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Email vs Zalo Marketing comparison across 8 criteria

Criteria	Email Marketing	Zalo Marketing
User base in Vietnam	Approximately 40-50 million active email users. Mostly office workers, freelancers, and urban users.	Over 75 million Zalo OA users, prevalent from urban to rural areas, all ages from 18-55.
Average open rate	15-25% in Vietnam (varies by industry). Mailchimp reports an industry average of 21.33%.	85-95% for Zalo OA messages. This is the highest open rate of any direct marketing channel today.
Click-through rate (CTR)	2.6-3.5% industry average. B2B newsletters can reach 4-5%.	15-30% for Zalo OA broadcasts. Messages with clear CTAs can reach 25%+.
Cost per message	0.03-0.10 VND/email with lists of 10,000+ contacts (varies by platform).	0 VND for Zalo OA broadcasts. Costs only arise when using Zalo Ads.
Personalization capability	Very high. Can segment by behavior, location, purchase history, create dynamic emails per user.	Moderate. Zalo OA allows sending messages by tags and basic segmentation, but not as flexible as email.
Regulatory compliance	Must comply with CAN-SPAM, GDPR (if serving EU customers). Clear unsubscribe button required.	Must comply with Zalo regulations on daily message quantity, content must be approved, no spam.
Appropriate content length	Unlimited. Can send emails of 2,000-5,000 words with images, infographics, video.	Concise. Zalo OA messages work best with 50-200 words, accompanied by images or CTA buttons.
Ecosystem integration	Integrates well with CRM, landing pages, payment systems, Google Analytics.	Integrates well with Zalo Pay, Zalo Shop, but limited with external systems.

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Detailed channel analysis

Email Marketing: Advantages and disadvantages

Key advantages:

• Customer data ownership: Your email list is your asset. Unlike social media, you are not dependent on algorithms or platforms. When an email platform changes its policy, you still have all the data to switch to another platform.
• Deep personalization: You can send emails based on specific customer behaviors — who viewed product A but did not purchase, who bought product B three months ago and may need renewal, who opened emails but did not click links. This level of personalization can increase conversion rates by 2-3 times compared to generic broadcast emails.
• Long, detailed content: Email has no length limit, allowing you to send user guides, case studies, market analyses — content that builds credibility and persuades high-value customers.
• Low cost with large lists: When your list reaches 10,000 contacts, the cost per email is only about 0.03-0.05 VND. This is the channel with the highest ROI in direct marketing — averaging 36 VND for every 1 VND invested.

Disadvantages:

• Lower open rates than Zalo: In Vietnam, average email open rates are only 15-25%, while Zalo OA can reach 85-95%. Many emails end up in spam folders or Gmail's Promotions tab.
• Time needed to build lists: You need 3-6 months to build a quality email list through lead magnets, website registration forms. See our guide on SEO-friendly website design to optimize registration forms on your website.
• Dependent on list quality: Low-quality email lists (fake emails, inactive emails) will reduce deliverability and sender reputation.

Zalo Marketing: Advantages and disadvantages

Key advantages:

• Extremely high open rates: At 85-95%, Zalo OA is the most effective direct customer outreach channel in Vietnam today. Zalo messages display directly on phone notifications, never ending up in spam folders.
• Popular in Vietnam: Zalo has over 75 million users, prevalent from ages 18-55, from urban to rural areas. Most Vietnamese customers have Zalo and open the app dozens of times daily.
• Free message sending: Zalo OA allows sending broadcast messages for free, with no quantity limits (within Zalo's policy framework). This is a major advantage for small businesses with tight budgets.
• Integrated payments: Zalo Pay allows customers to pay directly within the app, shortening the journey from outreach to purchase.

Disadvantages:

• Concise content: Zalo OA is not suitable for long, detailed analytical content. You must convey your message in 50-200 words, which limits persuasion capability for high-value products.
• Strict regulations on message quantity: Zalo limits daily broadcast message quantity, content must comply with Zalo's policies. Sending too many messages reduces account reputation or causes temporary blocks.
• No data ownership: Unlike email, you do not own Zalo contacts. If Zalo changes its policy or you lose your account, you lose all customer connections.
• Limited personalization: Zalo OA allows sending messages by basic tags, but cannot segment by specific behaviors like email.

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Cost comparison: Which is cheaper?

One of the reasons Email Marketing is popular is its low cost. But Zalo OA is even cheaper — completely free for broadcast messages. The actual costs of both channels are presented in the table below:

Budget range	Email Marketing	Zalo Marketing
Under 1 million VND/month	Can use Mailchimp free tier for up to 500 contacts. If exceeded, costs range from 150,000-300,000 VND/month.	Completely free for broadcast messages. No additional investment needed.
1-5 million VND/month	Can use Mailchimp Standard (/month) or Sendinblue (/month). Allows sending 10,000-50,000 emails/month.	Free message sending. Costs only arise when using Zalo Ads to find new contacts (5,000-10,000 VND/day).
Over 5 million VND/month	Can use Mailchimp Premium (/month) or HubSpot (/month). Allows unlimited sending with advanced personalization.	Free broadcast messages. Zalo Ads costs depend on objectives (5,000-20,000 VND/day for advertising).

Important note: Email Marketing costs are not just sending costs. You need to invest in email platforms (Mailchimp, Sendinblue), email template design, content writing, and list management. Total actual costs are usually 30-50% higher than sending costs alone. See our guides on business website design cost and website design pricing to calculate your total marketing budget.

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Open rates and conversion: Real data from Vietnam

Open rates and conversion rates are the two most important metrics for evaluating a marketing channel's effectiveness. Below is real data from the Vietnamese market:

Metric	Email Marketing	Zalo Marketing
Average open rate	15-25% (varies by industry). F&B can reach 25-30%, B2B only 10-15%.	85-95% for Zalo OA messages. This is the highest rate of any direct marketing channel.
Click-through rate (CTR)	2.6-3.5% average. Emails with clear CTAs can reach 4-5%.	15-30% for Zalo OA broadcasts. Messages with clear CTAs can reach 25%+.
Conversion rate	1-3% average. Personalized emails can reach 5-8%.	3-7% average. Zalo OA combined with Zalo Pay can reach 8-12%.
Unsubscribe rate	0.1-0.5% per email. If above 1%, review content and sending frequency.	0.01-0.1%. Very low because users do not need to open email to unsubscribe.
Average ROI	36 VND for every 1 VND invested (per Litmus). Highest of any marketing channel.	No official data, but with 0 VND sending costs, ROI can be extremely high if conversion is good.

Analysis: Zalo OA has much higher open rates and CTR than email, but conversion rates are not double. The reason is Zalo users tend to open messages but do not necessarily purchase immediately. Email has lower open rates but email openers are people genuinely interested in the content, making conversion rates relatively more stable.

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When to use Email Marketing

Email Marketing works best in the following situations:

• High-value products with long purchase cycles: Real estate, automobiles, enterprise consulting, premium online courses. Customers need extensive information before purchasing, and email allows sending long, detailed content.
• B2B businesses: Purchase decisions typically go through multiple approval levels. Email allows sending professional content, case studies, market reports — content that builds credibility and persuades. Especially important for local businesses needing local SEO to be found on Google.
• Building long-term relationships: Email allows sending nurture sequences of 5-15 emails over 1-3 months, gradually guiding customers from awareness to purchase.
• International customers: If you sell products to customers outside Vietnam, email is the primary channel because Zalo is not popular internationally.
• Deep segmentation needed: Email allows segmenting lists by specific behaviors — who viewed products but did not purchase, who bought 3 months ago and may need renewal, who opened emails but did not click links.

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When to use Zalo Marketing

Zalo Marketing works best in the following situations:

• Businesses selling to Vietnamese customers: Zalo has over 75 million Vietnamese users, prevalent from urban to rural areas. This is the best channel for reaching domestic customers.
• Products with short purchase cycles: Food, cosmetics, renewal services — products that need periodic reminders. Zalo OA allows sending automated messages, shortening the journey from outreach to purchase.
• Tight budgets: Zalo OA is completely free for broadcast messages. This is the best choice for small businesses not wanting to invest heavily in marketing.
• You need high open rates: If your goal is to reach as many customers as possible, Zalo OA with its 85-95% open rate is a better choice than email.
• You already have a Zalo OA with a large contact list: If you have built a Zalo OA with thousands or hundreds of thousands of followers, this is a major asset you should leverage.

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When to use both channels

The best strategy is combining both Email Marketing and Zalo Marketing in an integrated funnel. Each channel can be strong at different stages of the buying journey:

1. Zalo creates awareness: Send Zalo OA messages introducing products, services, promotions. High open rates help more people learn about you.
2. Email nurtures: When customers are interested, guide them to register for email to receive more detailed content (user guides, case studies, market analysis).
3. Email closes deals: Send final emails with special offers, free shipping, or limited-time incentives to persuade customers to purchase.
4. Zalo reminds: After purchase, send Zalo messages confirming orders, delivery notifications, and renewal reminders.

This strategy leverages each channel's strengths: Zalo captures attention with high open rates, email persuades with long, personalized content. According to actual data, businesses using both channels can increase revenue by 20-35% compared to using a single channel.

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Case study: Company A increased revenue by 28% with Email + Zalo strategy

Background: Small cosmetics business in Ho Chi Minh City, 15 employees, 500 million VND monthly revenue.

Problem: Only using Facebook Ads and Zalo OA for sales. 20 million VND monthly ad spend but revenue not growing. Low customer retention.

Solution:

• Set up email marketing system with Mailchimp, created registration forms on website and fanpage.
• Ran Zalo OA broadcasts 3 times per week sending beauty tips and product reviews.
• Sent email nurture sequence of 7 emails over 2 weeks to new subscribers, including usage guides, customer reviews, and special deals.
• Combined Zalo OA with reminder messages when customers had not repurchased for 7 days.

Results after 3 months:

• Email list grew from 0 to 3,200 contacts.
• Email open rate: 22.5%, click rate: 3.8%, conversion rate: 4.2%.
• Zalo OA open rate: 87%, click rate: 22%, conversion rate: 6.5%.
• Revenue increased from 500 million to 640 million VND/month (+28%).
• Ad spend decreased from 20 million to 12 million VND/month as less Facebook advertising was needed.

Lesson: Combining Email and Zalo Marketing helps small businesses reach new customers more effectively, nurture existing customers better, and significantly reduce advertising costs.

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Channel selection checklist: Email or Zalo

Use the checklist below to determine which channel suits your business:

• [ ] Where are your customers? If in Vietnam: Zalo is the primary channel. If international: Email is the primary channel.
• [ ] Is your product high or low value? High value: Email. Low value: Zalo.
• [ ] Is the purchase cycle long or short? Long: Email. Short: Zalo.
• [ ] What is your budget? Low: Zalo. Medium: Both. High: Both with an integrated funnel.
• [ ] Do you need high open rates or high conversions? High open rates: Zalo. Stable conversions: Email.
• [ ] Do you have an SEO-friendly website? If not, see SEO-friendly website design to create email registration forms.
• [ ] Do you have a Zalo OA? If not, register for a free Zalo OA and start sending messages.
• [ ] Do you have content writers? Email requires more content than Zalo. If not, start with Zalo and gradually add email.

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Common mistakes when choosing between Email and Zalo

Many businesses make costly mistakes when deciding between Email and Zalo Marketing. Here are the most common pitfalls and how to avoid them:

Mistake 1: Choosing based on open rates alone

Zalo OA has 85-95% open rates while email averages 15-25%. Many businesses immediately choose Zalo thinking it is the better channel. However, open rates do not tell the whole story. A high open rate does not guarantee high conversion rates. People may open Zalo messages out of habit without genuine purchase intent. Email openers, while fewer in number, are typically more engaged and have higher purchase intent. Always evaluate the full funnel, not just one metric.

Mistake 2: Ignoring data ownership

When you build a Zalo OA contact list, you do not truly own that data. Zalo controls the platform, the rules, and the access. If Zalo changes its algorithm, restricts your account, or you accidentally violate their terms, you lose all your contacts overnight. Email lists, on the other hand, are yours to keep and transfer between platforms. This is why smart businesses treat email lists as their most valuable marketing asset. For more on building sustainable marketing foundations, see our guide on content marketing for small businesses.

Mistake 3: Using only one channel

Some businesses exclusively use email while others exclusively use Zalo. Neither approach maximizes your potential. Email alone means you miss the immediate attention-grabbing power of Zalo notifications. Zalone alone means you miss the deep personalization and nurturing capabilities of email. The most successful businesses in Vietnam use both channels in a coordinated strategy, letting each channel do what it does best.

Mistake 4: Not segmenting your audience

Sending the same message to everyone on your list is the fastest way to lose subscribers. Both email and Zalo benefit enormously from segmentation. With email, you can segment by purchase history, website behavior, engagement level, and demographics. With Zalo OA, you can segment by tags, interests, and interaction history. Proper segmentation can increase your conversion rates by 2-3 times while reducing unsubscribe rates.

Mistake 5: Neglecting content quality

Both channels require quality content to succeed. Email needs compelling subject lines, valuable body content, and clear calls-to-action. Zalo needs concise, attention-grabbing messages with strong visual elements. Rushing out low-quality content just to maintain frequency will damage your sender reputation and reduce engagement over time. Focus on delivering value in every message, whether it is an email or a Zalo broadcast.

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Building an integrated Email + Zalo funnel: Step-by-step guide

Here is a practical step-by-step guide for building an integrated marketing funnel that combines both Email and Zalo Marketing:

Step 1: Set up your Zalo OA

Register for a free Zalo Official Account at oa.zalo.me. Complete your profile with business information, logo, and description. Set up auto-reply messages for common customer inquiries. Create your first broadcast template following Zalo's content guidelines. Start posting useful content 2-3 times per week to build your follower base.

Step 2: Create email capture mechanisms

Set up an email marketing platform (Mailchimp, Sendinblue, or HubSpot). Create signup forms on your website, landing pages, and even in your Zalo OA messages. Offer valuable lead magnets in exchange for email addresses — discounts, free guides, exclusive content. Make sure your website is optimized for conversions; if not, consider SEO-friendly website design to maximize signups.

Step 3: Design your nurture sequence

Create a welcome email sequence of 5-7 emails that automatically sends to new subscribers over 2 weeks. Each email should deliver value: educational content, customer success stories, product benefits, and social proof. The final emails in the sequence should include clear offers and calls-to-action to drive purchases.

Step 4: Coordinate Zalo and email timing

Do not send Zalo messages and emails at the same time — this creates notification fatigue. Instead, space them strategically. For example, send a Zalo message on Monday morning introducing a topic, then send a detailed email on Tuesday afternoon elaborating on that topic. Use Zalo for time-sensitive reminders (flash sales, limited offers) and email for educational content and relationship building.

Step 5: Measure and optimize

Track key metrics for both channels: open rates, click-through rates, conversion rates, and revenue per message. Compare performance weekly and monthly. Identify which messages perform best on each channel and double down on those formats. Continuously test subject lines, send times, content types, and calls-to-action to improve results over time.

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Industry-specific recommendations

Different industries benefit from different channel mixes. Here are specific recommendations based on common business types:

E-commerce and retail

For online stores selling physical products, Zalo OA is excellent for flash sales, new product announcements, and order confirmations. Email works better for detailed product comparisons, buyer guides, and post-purchase follow-up sequences. Use Zalo to drive urgency and email to drive informed decisions.

Professional services (legal, accounting, consulting)

B2B professional services almost always perform better on email. Decision-makers in these industries prefer receiving detailed proposals, case studies, and market analyses via email. Zalo can be used for appointment reminders and quick follow-ups, but email should be your primary channel for client acquisition and retention.

Food and beverage

Restaurants, cafes, and food delivery services benefit from both channels. Zalo OA is perfect for daily specials, promotions, and delivery notifications because of its high open rates. Email works well for loyalty programs, event invitations, and detailed menus. The combination of both channels can significantly increase repeat orders.

Education and training

Schools, training centers, and online course providers should prioritize email for detailed course information, enrollment processes, and educational content. Zalo works well for class schedules, assignment reminders, and quick announcements. Email is essential for nurturing prospective students through the enrollment funnel.

Real estate

Real estate agencies should use email as their primary channel because property purchases involve long consideration periods and require detailed information. Email allows sending property listings with multiple photos, virtual tour links, and market analysis reports. Zalo can supplement with appointment confirmations and time-sensitive viewing invitations.

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Measuring success: KPIs to track for each channel

To determine whether your Email or Zalo Marketing strategy is working, track these key performance indicators:

Email Marketing KPIs

• Open rate: Target 20%+ for most industries. Below 15% indicates subject line or sender reputation issues.
• Click-through rate: Target 3%+ for promotional emails, 5%+ for nurture sequences.
• Conversion rate: Target 2%+ for cold lists, 5%+ for warm nurtured lists.
• Unsubscribe rate: Keep below 0.5% per email. Above 1% requires immediate content review.
• Revenue per email: Calculate total revenue divided by emails sent to understand true ROI.
• List growth rate: Track monthly subscriber growth to ensure your list is healthy and expanding.

Zalo Marketing KPIs

• Open rate: Target 80%+ for broadcast messages. Below 70% may indicate content or timing issues.
• Click-through rate: Target 15%+ for promotional messages, 20%+ for educational content.
• Conversion rate: Target 5%+ for direct sales messages, 8%+ for retargeting messages.
• Follower growth rate: Track monthly follower additions to measure brand awareness.
• Response rate: Measure how many customers reply to your Zalo messages, indicating engagement.
• Message delivery rate: Ensure 95%+ of messages are successfully delivered without being blocked.

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Future outlook: Email and Zalo Marketing in 2026 and beyond

Both Email and Zalo Marketing continue to evolve. Here are the key trends shaping these channels:

Email Marketing trends

• AI-powered personalization: Machine learning is enabling hyper-personalized email content that adapts to each recipient's preferences and behaviors in real-time.
• Interactive emails: Emails with embedded forms, quizzes, carousels, and even checkout capabilities are becoming more common, reducing the friction between email and purchase.
• Privacy-first approach: With increasing regulations like GDPR and CCPA, email marketers must focus on consent-based marketing and transparent data practices.
• AMP for email: Google's AMP technology allows dynamic, real-time content within emails, similar to web pages.

Zalo Marketing trends

• Zalo OA automation: More sophisticated automation capabilities are being added, allowing businesses to create complex customer journeys within Zalo.
• Zalo Pay integration: Deeper payment integration means customers can complete purchases without ever leaving the Zalo app.
• AI chatbots: Zalo OA is integrating AI-powered chatbots for 24/7 customer service and automated sales assistance.
• Rich media messages: Zalo is expanding support for video, GIF, and interactive content within messages.

The integrated future

The future of marketing in Vietnam is not Email versus Zalo — it is Email and Zalo working together. Businesses that master the art of coordinating both channels will have a significant competitive advantage. The key is to use each channel where it excels: Zalo for immediate attention and quick actions, email for detailed communication and relationship building.

Frequently Asked Questions (FAQ)

Is Email Marketing still effective in 2026?

Yes, Email Marketing remains the channel with the highest ROI in direct marketing, at 36 VND for every 1 VND invested. However, effectiveness depends on list quality and content. Spam or non-personalized emails will have very low open rates.

Is Zalo OA free for sending messages?

Yes, Zalo OA allows sending broadcast messages completely free of charge. Costs only arise when you use Zalo Ads to find new contacts or advertise products.

How many emails should I send per week?

The appropriate rate is 2-3 emails per week for small businesses. Sending too many (5+ emails/week) will increase unsubscribe rates. Sending too few (1 email/month) will not maintain customer engagement.

Can Zalo OA send automated messages?

Yes, Zalo OA allows creating automated messages (auto messages) based on user behavior — for example, sending welcome messages when new users follow, sending reminder messages when customers abandon their cart, sending birthday greetings.

Can Email Marketing and Zalo Marketing be combined?

Absolutely, and they should be combined. The best strategy is Zalo creating awareness with high open rates, email nurturing with long, personalized content, and then Zalo sending reminder messages when customers need to be re-engaged.

Which channel should small businesses start with?

Small businesses should start with Zalo OA because it is free, easy to use, and has high open rates. After 2-3 months, once you have built a stable customer list, start adding Email Marketing for nurturing and conversion.

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Conclusion

There is no "right" or "wrong" answer to the question Email vs Zalo Marketing. Each channel can be strong in different situations. Zalo OA is effective with high open rates and zero costs, suitable for small businesses starting their marketing efforts. Email Marketing is effective with deep personalization and long content, suitable for high-value products and B2B businesses.

The best strategy is combining both channels in an integrated funnel: Zalo creates awareness, email nurtures, and Zalo sends reminders. This approach helps you leverage each channel's strengths and increase revenue by 20-35% compared to using a single channel.

If you need consultation on an Email Marketing or Zalo Marketing strategy tailored to your business, contact RiverLee at 0962.334.807 for free support. We will help you build the most effective direct marketing strategy for your industry.