Review sender setup and list handling, then build an initial local-language nurture sequence. Focused on Vietnam.
Research, channel development and digital marketing support
Vietnam had 85.6 million internet users in October 2025, an internet penetration rate of 84.2 percent of the population. Emailing that audience lawfully means meeting a layer of rules most global platforms do not configure by default: an anti-spam decree with defined consent mechanisms, subject-line labelling and opt-out requirements, on top of the new personal data protection law. The Email Marketing Starter for Vietnam builds those requirements and a Vietnamese-language sequence into your existing platform.
Two sets of rules apply to commercial email in Vietnam, and the anti-spam rules are stricter about mechanics than most platform defaults assume.
Decree 91/2020/ND-CP on fighting spam messages, spam emails and spam calls took effect on 1 October 2020 and replaced the earlier anti-spam decrees. It requires prior consent evidenced through one of four mechanisms the decree defines: the recipient replying to the single opt-in message, completing and confirming a form on paper, a website, an app or a social network, calling or messaging the advertiser’s subscription line, or registering through subscription-support software. A list with no record of one of these mechanisms is not compliant, whatever its opt-in status in the platform.
The decree also requires advertising emails to be labelled at the start of the subject line, and every message must include a working opt-out that is honoured promptly; failing to honour an opt-out is treated as a separate violation from sending without consent. Global templates do not add the label by default, so it is easy to miss on the first localised send. The Personal Data Protection Law, in force since 1 January 2026, then governs how the contact data itself is collected, stored and used.
Language matters as much as compliance. Vietnamese-language emails generally perform better with a Vietnam-market audience than English or machine-translated content, although some audiences, such as regional teams at foreign-invested companies, may still prefer English. The sequence plan confirms who the messages are for before any copy is written.
The core setup, applied to Vietnam’s anti-spam and data protection rules.
We confirm and document, by contact or by segment, which of the decree’s consent mechanisms applies before the list is used. Contacts without a qualifying record are separated out for a re-permission step rather than being included in the sequence.
We set the required advertising label as a fixed template field in your platform rather than relying on each sender to add it by hand. Setting it once in the template avoids relying on each sender to add it, and the label is checked again during testing.
We confirm whether the sequence serves Vietnamese-speaking buyers, English-speaking regional teams or separate segments, and write the approved copy directly in the relevant language. Tone and terminology are matched to the buyer’s stage in the funnel.
We check that every message includes a working opt-out and that unsubscribe requests are processed promptly across the platform. Sign-up wording, audience records and the person approving each send are aligned and documented at handover.
These are the most common email compliance and performance gaps for Vietnam.
A purchased or scraped list rarely has a record of an approved consent mechanism under Decree 91/2020/ND-CP and is a direct compliance risk. The Starter does not build a sequence on an unverified list, and inherited lists are reviewed segment by segment.
Global platforms and templates do not add Vietnam’s advertising label by default, so it has to be set up deliberately before the first localised send. Setting it as a template field removes the dependence on individual senders remembering it.
A literally translated English sequence reads as translated rather than native and tends to underperform with Vietnamese readers. The sequence is written directly in Vietnamese for the target buyer and reviewed in the platform layout before approval.
These inputs decide whether the list can be used as it is.
Scroll the table horizontally on smaller screens.
| Input | Why it matters |
|---|---|
| Platform and sending domain access | Required to configure authentication and build the sequence. |
| Contact list and consent history | Shows which contacts meet the decree’s consent mechanisms. |
| Brand voice and funnel stage | Anchors the sequence to your actual sales process. |
The engagement letter confirms the final deliverables and level of detail.
The current sender configuration, the authentication and platform changes recommended or made, and any outstanding dependencies such as DNS changes waiting on the domain owner. The findings explain why each item matters for delivery and who is responsible for it.
The approved copy for the initial nurture sequence, written in the target language and built in your platform for the selected audience, with market-specific labelling and unsubscribe handling applied. Test results for links, rendering and opt-out behaviour are included.
The audience rules, suppression handling, testing results and approval path for future sends, together with the structure and rationale of the sequence. Your team can use the notes to maintain the setup and build further sequences in the same way.
Engagements from Viettonkin’s published case studies. Each card states where the work took place and summarises what we did; the case itself gives the full context.
Practical answers for planning your marketing brief.
Not automatically. Consent must be evidenced through one of the mechanisms defined in Decree 91/2020/ND-CP. The review checks whether your sign-up records meet that standard.
No. Authentication supports delivery, but recipient engagement, complaints, reputation and mailbox-provider decisions also matter.
The starting point is the client’s existing platform. Feasibility and any required changes are assessed during scoping.
A purchased or scraped list rarely carries a consent record that covers your marketing and should not be used. An inherited list can be reviewed: segments with a documented consent basis may be usable, and the rest need re-permission first.
Share your target market, business objective and current setup. We will agree the deliverables, responsibilities and next step.
