If you haven’t noticed, email deliverability is one of our favourite topics! Said nobody ever, but we guess that’s how you know the real nerds, innit?
That said, email deliverability to QQ, 126.com, and other Chinese domains can be a bit of a headache. 🤕
Why? Because email isn’t as much of a marketing communication channel in China as it is in Western countries. Platforms like WeChat dominate the landscape. Plus, ISPs in China operate very differently from Gmail or Microsoft, with much stricter guidelines and volume restrictions for new and existing senders. Step outside the lines, and you’re likely to get blocked (just check your block bounces for QQ addresses!).
Why This Matters
Even though email isn’t the king of marketing channels in China, many subscribers around the world still use QQ, 163.com, and similar domains. This is especially true in countries like Australia, where Chinese ISPs are surprisingly common among subscriber lists. If you’re ignoring these addresses, you’re potentially losing out on engaging a sizeable chunk of your audience.
The Challenges of Chinese ISPs
1. Stricter Guidelines
Unlike Gmail’s somewhat forgiving filtering system, Chinese ISPs follow strict rules for sender authentication, email content, and even volume limits. Breaking these rules could mean your emails never see the light of day in an inbox.
2. Sensitive Content
Certain types of content are a no-go. Political topics, religious material, or anything remotely adult will send your email straight to the spam folder – or worse, result in your domain being blacklisted.
3. Volume Restrictions
ISPs like QQ enforce strict volume limits for new senders. If you suddenly send a massive volume of emails, you’re likely to be flagged or blocked entirely. Building up your reputation gradually is key. This can mean sending as few as 50 emails to start with and increasing volumes very carefully. Throttling send volumes (e.g. 100 emails per hour) is also recommended to begin with.
4. Infrastructure Challenges
Chinese ISPs often require specific configurations, such as domain alignment and DKIM/DMARC authentication. Without these properly set up, your chances of getting blocked skyrocket. Additionally, the network latency between global email servers and China can create delays that impact deliverability.
Delivery to QQ, particularly for senders outside of China, can be difficult. IPs allocated to regions outside of China are limited in the number of connections they can make, and the number of emails per day is heavily controlled. Limits are as low as one connection per IP and one email per connection. Daily limits typically range between 20,000 and 40,000 emails per day from IPs outside of China.
Best Practices for Email Deliverability to Chinese ISPs
To tackle these challenges, here’s what you need to do:
1. Start Your Subject Line with <AD>
For promotional emails, starting your subject line with <AD> is a requirement for some Chinese ISPs. It signals that your email is commercial and can help avoid unnecessary blocks.
2. Avoid Sensitive Content
Steer clear of political, religious, or adult themes. It should go without saying, but when it comes to Chinese ISPs, content compliance is non-negotiable.
3. Personalisation and Segmentation
Focus on delivering relevant and personalised content to your audience. Segmentation becomes even more critical to ensure engagement and avoid unnecessary complaints.
4. Consider Additional IPs
If you’re dealing with large subscriber lists that include a significant number of Chinese domains, you might need to invest in additional IPs to spread out your sending volume.
5. Work with Local Experts
Navigating the nuances of Chinese ISPs is no small feat. Having someone local to help with deliverability issues can make all the difference. Ideally, you’ll also have contacts at the ISPs to apply for whitelisting and troubleshoot problems.
6. QQ Whitelisting
One of the most effective ways to improve deliverability to QQ is to apply for whitelisting directly with the ISP. However, whitelisting is only available to companies with a Chinese business license and China-based IPs. The process involves submitting your sender information, domain details, and compliance with QQ’s requirements. Whitelisting ensures that your emails are recognised as trusted by the ISP, significantly reducing the likelihood of blocks. It’s worth noting that the process can take time and often requires a local contact or partner to facilitate communication with QQ. Once approved, you’ll notice a considerable improvement in inbox placement.
7. Monitor Bounce and Complaint Rates
Regularly track your bounce and complaint rates for Chinese domains. High rates might indicate issues with volume limits, authentication, or content compliance. Use this data to adjust your strategy and maintain a good sender reputation.
8. Use Dedicated Sending Infrastructure
Investing in a dedicated sending infrastructure, such as dedicated IPs and subdomains, can help isolate and optimise your efforts for Chinese ISPs. This ensures that any issues with one segment of your list don’t affect your overall deliverability.
Wrapping It Up
Delivering to Chinese ISPs like QQ and 126.com isn’t always straightforward, but with the right strategies in place, it’s absolutely doable. Stick to the rules, localise your approach, and make use of expert advice when needed. Remember to focus on building a strong sender reputation and adjusting your strategy to suit the unique challenges of this market.
And remember, no matter how tricky deliverability may seem, there’s always a solution.
Need help getting started? Drop us a message – we’re here to help!
