Are you struggling with declining Email open rates? Is your business sending thousands of emails every week but sales remain stagnant? This is a common reality for many Vietnamese businesses today. In a context where user habits change rapidly, choosing the right outreach channel is vital. Zalo OA (Zalo Official Account) has emerged as a strong candidate, challenging the long-standing dominance of Email Marketing.

According to the latest 2024 statistics, Vietnam currently has over 74 million regular Zalo users. This figure completely overwhelms the number of users who check personal Email daily. This discrepancy poses a big question for managers. Is it time for us to change our mindset regarding customer outreach?

At DPS.MEDIA, we have witnessed this powerful shift since 2017. Our experts have noticed a clear trend in consumer behavior. Customers want instant responses and visual interaction. Zalo OA perfectly meets that need, while Emails are often forgotten in the spam folder.

This article will not just be a clichéd theoretical comparison. We will dive deep into actual data analysis. You will understand clearly why Zalo OA has higher conversion rates. At the same time, we will provide a smart combined solution to optimize both of these channels.

Let's explore which one is truly the “gold mine” for your business. Should you put all your effort into Zalo or still maintain Email? The answer will completely change your business strategy this year.

1. Properly Understanding the Power of Zalo OA in the Vietnamese Market

For a fair comparison, first we need to understand the nature of Zalo OA. This is not just an ordinary messaging account. It is a comprehensive business ecosystem designed specifically for the domestic market. With the ability to reach directly into the user's lock screen, its power is undeniable.

What Is Zalo OA and Why Is It Important?

Zalo OA is the official business page on the Zalo platform. It allows brands to interact with customers in an official and professional manner. Unlike personal accounts, OA provides advanced management tools. You can send bulk messages (Broadcast) and set up automated chatbots.

The most important feature is brand recognition. When customers see a message from Zalo OA, they tend to have higher trust. This helps minimize psychological barriers when shopping online. In particular, Zalo prioritizes displaying notifications from OA, helping messages not to get lost.

The presence of OA helps businesses build long-term credibility. Customers can look up information, view products, and place orders right within the chat frame. This is a seamless experience that few platforms can achieve.

Superior Features of Zalo OA

• Zalo Broadcast: Send promotional update messages to a mass of interested people with just one click.
• Automated Chatbot: Respond to customers 24/7 according to pre-set scripts, ensuring no sales opportunities are missed.
• Utility Menu Bar: Integrate links to websites, stores, or hotline numbers right within the chat frame.
• Zalo Shop: Post products and allow customers to order directly on the Zalo platform.
• Two-way Voice Calling: A new feature allowing businesses to make and receive calls from customers professionally.
• Integrated API: Connect easily with CRM/ERP systems to manage customer data centrally.

Statistics on the Reach of Zalo OA

According to DPS.MEDIA research, the message open rate on Zalo OA usually reaches over 80%. This is a dream figure for any marketer. Meanwhile, the average Email open rate in Vietnam only fluctuates between 15-20%. This difference comes from the phone usage habits of Vietnamese people.

Vietnamese users have the habit of checking Zalo many times a day. They use it for both work and personal life. Therefore, notifications from Zalo OA are usually viewed immediately. This immediacy is extremely important for flash promotions.

Furthermore, Zalo works well even when the network connection is unstable. This helps businesses reach customers in remote areas. Zalo's coverage is an absolute competitive advantage over international platforms.

Comparison Table of Zalo OA Account Types

Real-life Examples of Zalo OA Application

A fashion store chain in HCMC switched from Email to Zalo OA to send discount codes. Results showed the code usage rate tripled. Customers responded that they found Zalo messages more convenient than having to open Email and search for codes.

Another case is a dental clinic using Zalo OA to remind appointment schedules. The rate of customers forgetting appointments dropped below 5%. Reminding via Zalo creates a friendlier and closer feeling compared to traditional Email or SMS.

Expert Advice: Don't just use Zalo OA to spam ads. Turn it into a core customer care channel to create a difference.

2. The Reality of Email Marketing in Vietnam: Opportunity or Challenge?

Although Zalo OA While is rising strongly, we cannot deny the role of Email Marketing. However, the effectiveness of this channel in Vietnam is facing major challenges. Understanding these limitations will help you have a more objective view. Will Email still be a sharp “weapon” in 2026?

Email Usage Habits of Vietnamese People

The majority of Vietnamese users only use Email for work purposes. Very few people have the habit of checking personal Email to view promotions. This is completely contrary to the behavior of Western users. Therefore, B2C Email campaigns often have lower effectiveness than expected.

For young customers (Gen Z), Email is becoming even more foreign. They prefer interacting via social networks and instant messaging apps. If your business targets this group, Email may not be the optimal choice. You need to carefully consider your target customer persona.

However, in the B2B sector, Email still plays an important role. Transactions, contracts, and professional exchanges still take place mainly via Email. Therefore, this channel cannot be completely removed from the overall strategy.

Spam and Deliverability Issues

One of the biggest nightmares of Email Marketing is the Spam filter. Providers like Gmail are increasingly tightening regulations. Many heartfelt business emails have been thrown into the Promotions or Spam folders. This significantly reduces the actual reach rate.

Conversely, messages from Zalo OA once verified (Yellow Tick) will always enter the main inbox. Users will definitely see the notification. This is a huge technical advantage that helps Zalo win the race for attention.

To maintain a high Inbox rate, businesses need to invest heavily in technical infrastructure. This requires specialized knowledge and significant costs. For SMEs, this can be a major barrier.

Cost and Operational Complexity

To run Email Marketing effectively, you need specialized software and skilled personnel. Designing templates, writing content, and segmenting customers takes a lot of time. Compared to drafting a Zalo OA, message, this process is much more complex.

Costs for reputable Email Marketing platforms also increase with the number of subscribers. If your list is large but the conversion rate is low, you are wasting money. This is an economic problem that DPS.MEDIA frequently advises customers to consider.

Meanwhile, costs for Zalo OA are usually calculated based on the number of messages sent. This model helps businesses control their budget more flexibly. You only pay for what you actually use.

List of Barriers When Implementing Email Marketing

• Low open rate: Averages only 15-20% in the Vietnamese market.
• High risk of Spam: Needs strict compliance with technical regulations like DKIM, SPF.
• Intense competition: Customer inboxes are always flooded with emails from hundreds of other brands.
• Response latency: Customers often do not reply to Emails immediately like chat messages.
• Design requirements: Emails need a beautiful, responsive interface on all mobile devices.
• Difficulty in data collection: Users are increasingly reluctant to provide their primary email address.

Examples of Failure and Success with Email

A travel company sent 10,000 summer tour promotion emails but only received 5 orders. The cause was the email falling into Gmail's Promotions tab. Customers were completely unaware of this attractive promotion.

Conversely, a B2B software company was highly successful with a nurturing Email sequence. They provided in-depth knowledge instead of direct selling. This proves Email is still effective if used correctly for the right audience.

Important notes: according to user behavior reports in 2025, Vietnamese users spend 4 times more time on chat apps than on Email apps.

3. Head-to-Head Comparison: Zalo OA vs Email Marketing

It's time to put these two channels on the scale. We will compare based on criteria that directly affect revenue. Choosing Zalo OA or Email depends heavily on the specific goals of each campaign. Below is a detailed analysis from experts.

Conversion Rate

Zalo OA usually brings higher conversion rates thanks to direct interaction features. Customers can ask questions immediately about the product. Quick responses help relieve concerns and drive purchase decisions. The closing process takes place right in the conversation flow.

Email Marketing usually has a longer customer journey. Users must click the link, switch to the website, and then perform an action. Each conversion step carries a risk of losing the customer. Therefore, Email is better suited for long-term nurturing.

For low-value products bought on emotion, Zalo is king. For high-value products requiring careful consideration, Email supports providing better detailed information. However, the current trend is that Zalo is gradually encroaching into the in-depth consultation segment.

Personalization Capability

Both platforms allow for content personalization. However, Email Marketing has an advantage in the ability to customize interfaces and complex content. You can insert names and purchase history into emails smoothly. Automation tools allow for building extremely detailed scripts.

Zalo OA is also strongly improving this capability. With Zalo ZNS (Zalo Notification Service), businesses can send highly personalized notifications. For example: order status notifications, maintenance reminders, birthday wishes. High relevance helps Zalo messages be less perceived as annoying.

However, Zalo has quite strict regulations on proactive message content. This aims to protect the user experience but also limits marketer creativity. Email allows you more freedom in content creation.

Cost Per Lead

Initially, Email seems cheaper because sending costs are almost zero if the list is small. However, as scale increases, software costs also rise. Furthermore, if including personnel costs and low conversion rates, the price per order for Email can be quite high.

Zalo OA has clear ZNS message costs. Although you have to pay for each message, the high conversion rate helps optimize ROI. For interactive messages (when customers proactively chat), Zalo is completely free. This is a great opportunity to upsell without being expensive.

Business Effectiveness Comparison Table

When to Choose Which Channel?

• Choose Zalo OA when: You sell consumer products, fashion, food and beverage. You need to close orders quickly and provide instant customer care. Your target customers are general users in Vietnam.
• Choose Email Marketing when: You do B2B business or high-end services. You need to send detailed documents, contracts, or periodic newsletters. Your target customers are office workers who frequently check mail.
• Combine both when: You want to maximize touchpoints. Use Zalo for quick notifications and Email to send detailed information. This is the smartest strategy.

4. Strategy to Combine Zalo OA and Email to Explode Sales

Instead of having to choose one of the two, why not combine the power of both Zalo OA and Email? The synergy between these two channels will create a closed-loop customer care process. DPS.MEDIA experts recommend the “Omnichannel” model to not miss any potential customers.

Building a Multi-channel Customer Journey

Imagine a customer just signed up for news on your website. Immediately, a welcome Email is sent with detailed introduction information about the brand. Simultaneously, a Zalo message is sent to give a discount code for the first order.

This combination ensures customers receive information no matter where they are. If they miss the Email, they will see the Zalo message. Reasonable appearance frequency will help the brand stick in the customer's mind. However, it needs to be skillful not to create a feeling of being “terrorized” by messages.

Synchronizing data between the two channels is the key factor. You need a CRM system to know which channel the customer interacted with. From there, offer the most appropriate next script. Avoid sending duplicate content which causes boredom.

Combined Marketing Automation Process

Automation is the key to operating this process smoothly. You can set up automated rules based on customer behavior. For example: If a customer does not open the Email after 2 days, the system will automatically send a reminder message via Zalo OA.

Conversely, if a customer has closed an order via Zalo, the system will send an Email confirming the order and providing detailed usage instructions. Email is the ideal place to store important transaction information that customers may need to find later. Clear role division helps optimize the experience.

This strategy helps leverage the strengths of each channel. Zalo is used to stimulate quick action. Email is used to provide deep value and store information. This is a model that SME businesses should apply immediately.

Practical Implementation Steps

1. Step 1: Data collection: Ask customers to provide both phone number (for Zalo) and Email when registering.
2. Step 2: Customer segmentation: Separate groups of customers who prefer interacting via Zalo and those who prefer Email.
3. Step 3: Script setup: Build automated message flows for each stage (Welcome, Care, Sales, Retention).
4. Step 4: System synchronization: Use APIs to connect Zalo OA, Email Marketing, and CRM.
5. Step 5: Measurement and optimization: Track conversion rates from each coordinated flow to make timely adjustments.

Case Study: How Has DPS.MEDIA Helped Customers Grow?

A Real Estate client of ours struggled to contact leads. The call pick-up rate was low and Emails were rarely opened. DPS.MEDIA advised implementing the integration of Zalo OA into the process.

As soon as a lead came in from Facebook Ads, an automated Zalo message was sent with the Project Profile (PDF file). Simultaneously, a detailed Email about the price list was sent in parallel. Result: Response rate increased by 45%. Customers felt cared for professionally and quickly.

Sending files via Zalo helps customers view them right on their phones very conveniently. Meanwhile, Email helps them store documents for more careful reference on computers. This smooth coordination brought record revenue for the project.

Zalo OA and Email Role Division Table

5. Secrets to Optimizing Zalo OA for Highest Efficiency

Owning a Zalo OA account is not enough. You need to know how to operate it smartly. Many businesses set up an OA and then leave it there or spam indiscriminately, leading to being blocked by customers. Below are the hard-won secrets to maximizing this channel.

Building “Zalo Style” Content”

Content on Zalo needs to be concise, succinct, and get straight to the point. Users read messages on small phone screens; they don't have patience for long, rambling paragraphs. Use icons to highlight important information. Accompanying images must be sharp, eye-catching, and the correct required size.

The Broadcast message title is extremely important. It determines whether a customer clicks to view or not. Use words that stimulate curiosity or hit direct benefits. For example: “Get gifts now”, “50% off today only”, “Urgent notice”.

Don't forget a clear Call-to-Action (CTA). What do you want customers to do after reading the message? Click the link, call the hotline, or chat now? Place buttons in the most convenient positions. A good CTA can significantly increase the click rate.

Leverage Smart Zalo ZNS Features

Zalo ZNS is a powerful tool for sending customer care notifications. The special thing is it can send to even those who haven't Followed your OA yet, as long as you have their phone number. This is a great way to re-reach old customers.

However, ZNS content is very strictly censored. You cannot send blatant advertising content. Skillfully weave marketing messages into utility notifications. For example: “Your order is being delivered. See more accessory products here”.

Compliance with data security principles when using ZNS is mandatory. Ensure you use customer data for the right purpose and with their consent. This helps protect your brand reputation.

Customer Management and Segmentation (Tagging)

Don't treat all customers the same. Use the tagging feature of Zalo OA to categorize customers. For example: New Customer, VIP Customer, Purchased Customer, Consulting Customer. This helps you send appropriate content to each target group.

The more detailed the classification, the higher the closing ability. You can send a separate appreciation program for the VIP group. Or send a welcome discount code for the new group that hasn't purchased yet. This personalization makes customers feel specially cared for.

Mistakes to Avoid When Doing Zalo Marketing

• Spamming messages: Sending too many messages in a short time makes customers annoyed and leads them to block the OA.
• Boring content: Only sending advertising messages without useful news or entertainment.
• Slow response: Keeping customers waiting too long in the chat frame loses sales opportunities.
• Not optimizing images: Sending blurry, broken images or images with important content cut off.
• Ignoring data: Not tracking report metrics to learn from experience and adjust strategies.

How to Measure Zalo OA Campaign Effectiveness

Zalo provides a fairly detailed reporting system. You need to care about metrics: Number of new followers, Number of unfollows, Article view rate, Menu click rate. These numbers reflect the health of the OA channel.

In particular, track the number of proactive chat messages from customers. This is the most important indicator showing the level of real interest. If this indicator increases, it proves your content is on the right track.

DPS.MEDIA Tips: Regularly organize mini-games on Zalo to increase interaction and attract new followers naturally.

Conclusion

The battle between Zalo OA and Email Marketing has no absolute winner. Each channel has its own unique strengths suited to specific business goals. However, in the Vietnamese market currently, Zalo OA is clearly taking the lead in the B2C segment and instant customer care.

To optimize revenue, businesses should not completely eliminate either channel. Instead, build a comprehensive marketing strategy smartly combining Zalo and Email. Use Zalo for quick attacks and fast closing. Use Email for deep nurturing and building loyalty.

Key points to remember:

• Zalo OA is the most effective customer outreach channel in Vietnam today with superior message open rates.
• Email Marketing still plays an important role in B2B and information storage, but needs a quality content strategy to avoid Spam.
• Omnichannel combination is an inevitable trend to not miss customer touchpoints.
• Leverage automation features (Chatbot, ZNS, Automation Email) to save manpower and increase efficiency.
• Always measure, analyze data, and optimize content to fit customer tastes.

Are you ready to explode your sales with a comprehensive Digital Marketing strategy? Don't let your competitors leave you behind in this technology race. Start reviewing your channel system today.

If you need a reliable partner to build and operate a Zalo OA professional system, contact DPS.MEDIA immediately. Our team of experts is ready to accompany you in conquering the market.