The study aims to demonstrate the relationships among permission email marketing, perceived usefulness, perceived ease of use, risk perception, overall attitude, and intention to use electronic banking services in Vietnam. The research data were collected using quota sampling. The survey subjects are 402 customers who have accepted email marketing and have used e-banking services. The study used structural equation modelling (SEM) to achieve the research objectives. The analytical results have shown that permission email marketing is positively correlated with perceived effectiveness and perceived ease of use, negatively correlated with risk perception. Besides, customers’ overall attitude is positively influenced by perceived usefulness and perceived ease of use, and negatively affected by risk perception. Finally, the study has pointed out the significant relationship between the overall attitude and the intention to use e-banking services of customers in Vietnam.