What are the specific rules and guidelines to deliver emails to the Chinese market?

Key findings

• Regulatory complexity: China's email landscape is governed by highly intricate and strict legal requirements, including explicit consent rules and content restrictions.
• Local presence: A local business entity or strong partnership is often essential for navigating the market and ensuring email acceptance by Chinese ISPs.
• Cultural preference: E-commerce and primary communication in China predominantly occur through local walled-garden chat systems rather than email.
• Technical demands: Email Service Providers (ESPs) and Mail Transfer Agents (MTAs) must support Double Byte Character Sets (DBCS) for proper rendering of Chinese characters.
• Data protection: Compliance with China's Personal Information Protection Law (PIPL) is critical for any personal data processing, including email marketing.

Key considerations

• Partner wisely: Engage with ESPs or partners that possess specific expertise and infrastructure within China to ensure successful email deliverability.
• Localize content: Tailor your email content, subject lines, and design to align with Chinese cultural norms and language. This is a vital element for avoiding spam filters.
• Consent management: Always obtain clear, verifiable consent from recipients before sending emails, especially promotional material.
• Subject line compliance: For promotional emails, include 'AD' (or the Chinese equivalent) in the subject line to comply with local regulations.
• Privacy law awareness: Familiarize yourself with PIPL to ensure all data practices adhere to Chinese privacy standards.

Key opinions

• Exceptional difficulty: The Chinese market is consistently described as being very different and incredibly complicated for email deliverability.
• Partnering is key: Collaborating with local email service providers or companies with in-China server presence is seen as the only effective way to get emails accepted.
• Email's role: Email is not the primary channel for e-commerce in China, which relies more on local chat systems.
• Beyond deliverability: Marketers also consider cultural nuances and strict filtering mechanisms as major hurdles.

Key considerations

• Strategic alliances: Form partnerships with reputable local providers to leverage their infrastructure and expertise, which is crucial for improving your email deliverability issues.
• Local content strategy: Develop content specifically for the Chinese audience, considering local preferences and sensitivities, and conducting thorough email testing.
• Channel diversification: Do not rely solely on email; integrate other communication channels prevalent in China, such as local chat apps, into your marketing mix.
• Ongoing research: Stay updated on the evolving landscape of Chinese regulations and ISP requirements, as they can change rapidly. Follow best practices for China for continued success.

Key opinions

• Unparalleled complexity: China is deemed a 'whole different ball of wax' with incredibly complicated rules, making it distinct from other email markets.
• Holistic differences: Differences span legal requirements, filtering mechanisms, and cultural aspects, necessitating a comprehensive understanding.
• Local partnerships are mandatory: Direct relationships or partnerships with local providers like Webpower (now Spotler MailPro China) or Sendcloud are crucial for effective mail relay and deliverability.
• DBCS capability: It is essential for ESPs and MTAs to have double byte character support (DBCS) to handle Chinese character sets correctly.
• Avoidance by some: The challenges are so significant that some experts choose not to work in the Chinese market at all.

Key considerations

• Specialized approach: Do not treat China like any other market; it requires a highly specialized strategy and dedicated resources. Consider reading global sending requirements.
• Local linguistic expertise: Ensure you have access to local language speakers who can assist with content, compliance, and communication with Chinese providers.
• Leverage expert knowledge: Consult with experts who specialize in Chinese email deliverability, such as those focusing on platforms like QQ.com, to avoid common pitfalls.
• Understand local filtering: Chinese ISPs and the Great Firewall employ sophisticated filtering, so generic deliverability tactics will not suffice. For more information, visit Word to the Wise.

Key findings

• PIPL governs: China's Personal Information Protection Law (PIPL) is a comprehensive data protection legislation that dictates how personal information, including email data, is processed.
• Consent is mandatory: The amended Advertising Law strictly prohibits sending electronic advertising without prior consent or request from recipients.
• Subject line 'AD': Promotional emails must include the word 'AD' or an equivalent Chinese character in their subject lines for compliance.
• Domain separation: It is recommended to use separate domains for promotional and transactional emails to help Chinese ISPs categorize and deliver messages effectively.
• Algorithmic regulation: Provisions on the Management of Algorithmic Recommendation Technology apply to internet information services, impacting how content, including emails, might be filtered or delivered.

Key considerations

• Legal compliance: Thoroughly review China's Personal Information Protection Law and Advertising Law to ensure all email practices are compliant, particularly regarding promotional content.
• Content sensitivity: Be aware of politically or culturally sensitive topics that could lead to email blocking by the Great Firewall.
• Recipient verification: Implement robust methods to verify recipient permission, as unsolicited emails are heavily penalized. This includes adapting to new sending rules and standards.
• Infrastructure considerations: Understand that local hosting or specialized email infrastructure is often necessary to circumvent filtering and ensure delivery within China.