Delivering emails to QQ.com presents unique challenges compared to Western ISPs, largely due to China's strict internet regulations and the specific operational requirements of local providers. Success hinges on a deep understanding of these localized rules and a commitment to meticulous sender practices.
Key findings
Strict filtering: Emails are subject to significant filtering as they cross the 'great firewall' into China.
Localization is key: Content should be mobile-optimized and preferably in localized Chinese.
Registration: Official registration or whitelisting with QQ.com can improve deliverability, but this process is often complex and may require local assistance.
Physical presence: Having a physical entity or local contacts in China is often beneficial, if not essential, for navigating ISP requirements and resolving issues.
Daily limits: Daily sending limits for IPs outside of China can be as low as 20,000 to 40,000 emails per day, with restrictions on connections and emails per IP.
Sender reputation: A strong sender reputation is crucial. Monitor your domain reputation closely and maintain consistent, desired engagement.
IP warming: Implement a slow and careful IP warming process when sending to QQ.com, gradually increasing volume to build trust. VoloMP suggests daily limits for IPs outside China range from 20,000 to 40,000 emails.
Technical setup: Ensure proper DMARC and SPF authentication for your sending domains.
What email marketers say
Email marketers often highlight the unique complexities of achieving high deliverability to QQ.com, pointing to China's internet policies and the necessity of adapting strategies for the local ecosystem. Many acknowledge the challenge requires more than standard best practices, often involving a physical presence or specialized ESPs.
Key opinions
Difficulty of entry: Many marketers find it challenging to register directly with QQ.com due to requirements like local mobile numbers or a physical presence in China.
Specialized ESPs: Marketers frequently recommend ESPs that have established operations or specific expertise in delivering to Chinese ISPs.
Content optimization: Mobile-first design and content translated into localized Chinese are considered critical for engagement and deliverability.
Slow sending is normal: Anticipate slower sending rates and significant filtering by the 'great firewall'.
Key considerations
Local support: It is highly recommended to have someone who can read and navigate Chinese-language processes, or even a local representative, to assist with whitelisting and troubleshooting.
Engagement strategy: Focus on high-engagement content and segmenting your audience to ensure that emails are opened and interacted with, which positively impacts sender reputation.
Email list hygiene: Employ robust email validation practices to ensure your list is clean and minimize bounces, which are particularly detrimental when sending to difficult ISPs. Consider tools for email validation.
Avoiding spam traps: Be aware that spam traps can be prevalent and significantly impact your sender reputation, leading to blocklisting (or blacklisting). Customer.io notes that engagement metrics are crucial.
Marketer view
An email marketer from Email Geeks notes that delivering to QQ.com generally requires slower sending speeds, mobile optimization, and content localized into Chinese. They emphasize preparing for significant filtering by the 'great firewall' and suggest a registration process exists that is easier with a Chinese speaker's help.
1 Apr 2025 - Email Geeks
Marketer view
A marketer from Email Geeks expresses frustration with QQ.com's registration process, specifically encountering issues when trying to provide a non-Chinese mobile number, leading to 'weird errors' during submission.
1 Apr 2025 - Email Geeks
What the experts say
Email deliverability experts stress that China's email landscape, including QQ.com, is highly specialized and does not conform to Western standards. They emphasize the need for local expertise, specific ESP capabilities, and a careful approach to volume and content to navigate the unique challenges, particularly the 'great firewall' and local ISP requirements.
Key opinions
Highly specialized: Delivering to China, including QQ.com, is an extremely specialized and complicated field that often requires on-the-ground knowledge.
Local contact essential: Having someone in China who speaks the local language and understands local customs is critical for success.
ISP-specific challenges: ISPs like QQ.com have specific checkpoints and often require registration that is difficult for foreign entities without a physical presence.
ESP role: The choice of ESP is paramount, with some providers (e.g., Exacttarget/SFMC, Sparkpost, Oracle) being better equipped to handle Chinese deliverability.
Key considerations
Consult your ESP: It is advisable to consult your current ESP regarding their capabilities and experiences with Chinese email delivery. Some ESPs specialize in this region.
Technical compliance: Beyond content, ensuring your technical setup, including DMARC and SPF, is robust and properly configured is a foundational best practice, especially when targeting challenging regions. Quora suggests having a good technical setup (DMARC & SPF).
IP warming strategy: A tailored IP warming approach for QQ.com, accounting for their rate limits, is crucial to avoid immediate blocklisting (or blacklisting) and build trust.
Expert view
An email deliverability expert from Email Geeks states that China's email landscape is too specialized and complicated for general approaches, often requiring someone physically present on the ground who speaks the local language and understands local customs.
1 Apr 2025 - Email Geeks
Expert view
An expert from Email Geeks suggests consulting your ESP, noting that Exacttarget/SFMC, Sparkpost, and Oracle are among the providers known for handling email delivery to China effectively.
1 Apr 2025 - Email Geeks
What the documentation says
Official documentation and research on email deliverability to QQ.com (and Chinese ISPs in general) often highlight a critical need for specific adaptations from senders. This includes understanding their rate limits, unique whitelisting processes, and the paramount importance of content compliance with local regulations, heavily influenced by the 'great firewall'.
Key findings
Whitelisting opportunity: Applying for whitelisting directly with QQ.com can be an effective way to improve deliverability, though it may be complex.
Daily volume limitations: External IPs face strict daily limits, often between 20,000 to 40,000 emails, with additional restrictions on connections per IP.
Technical setup: Standard authentication protocols like DMARC and SPF are essential but may not be sufficient on their own due to local filtering.
Content and engagement: Beyond technical setup, content relevance and recipient engagement are heavily weighted factors in deliverability decisions.
Key considerations
Content restrictions: Be aware of and comply with China's censorship policies. Certain keywords or types of content can trigger immediate blocks by the 'great firewall'.
IP warming strategy: Due to strict daily limits, a very gradual IP warming process is crucial to establish trust with QQ.com and avoid being seen as spam. This differs from warming processes for other major ISPs like Outlook, Live, or Hotmail. Learn more about strategies for other providers.
Domain reputation monitoring: Actively monitor your sender reputation and any blocklist (or blacklist) listings. Tools that track deliverability metrics are highly recommended.
Dedicated sending: For high volumes, consider dedicated IPs or pools specifically optimized for Chinese delivery.
Technical article
Documentation from The House of Email indicates that whitelisting directly with QQ is one of the most effective methods to improve deliverability, although it is a specialized process.
22 Mar 2025 - The House of Email
Technical article
Documentation from VoloMP | Email Marketing Software states that daily limits for IPs outside China range from 20,000 to 40,000 emails per day when sending to QQ Mail, with connection limits as low as one per IP and one email per connection.