Answers / Vietnam market
What is a good Zalo ZNS open rate for F&B in Vietnam?
Written by PEKO Team.Last updated: 05/24/2026.
Zalo ZNS messages in Vietnam typically open at 78–92% within 4 hours — roughly 4× SMS and 8× email. For F&B, the healthy click-through band on a ZNS promo is 14–24%, with redemption attribution of 6–11% within 7 days.
Published: 05/24/2026
Zalo Notification Service (ZNS) is the official transactional channel inside Zalo, and in Vietnam it dramatically out-performs SMS and email. Real-world open rates for F&B brands sit at 78–92% within four hours of delivery, with most opens happening in the first 30 minutes.
The metrics worth tracking beyond opens are CTR (healthy 14–24% on a clear single-CTA promo), 7-day redemption rate (healthy 6–11%), and unsubscribe rate (healthy under 0.8% per send). Send-cadence above 2 ZNS per week per member starts compressing all of these.
One CTA per ZNS
Two-CTA messages cut CTR by roughly 40% in F&B. Pick one action and route everything to it.
Send at intent windows
11:00–11:30 for lunch promos, 16:30–17:30 for dinner promos, and 09:30 for brunch on weekends. Off-window sends lose 30–50% of their potential redemption.
Personalise the offer, not the salutation
Members ignore 'Chào anh Nam' but respond to 'Bánh mì gà yêu thích của bạn − giảm 20% hôm nay'. Use POS history, not just first name.
FAQ
How does ZNS compare to Zalo OA broadcast?
OA broadcast has roughly 12–18% reach due to Zalo throttling. ZNS is delivered to every approved recipient with very high open rates, but content must match a Zalo-approved template.
Does PEKO send ZNS natively?
Yes. PEKO's ZNS engine ships with pre-approved F&B templates for tier upgrade, reward expiry, almost-there, and birthday, and reports the full open / CTR / redemption funnel per send.
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