Entering the China Market

Transcription

1 Entering the China Market 2014 Experian Information Solutions, Inc. All rights reserved. Experian and the Experian marks used herein are trademarks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.

2 Key Receivers in China 2

3 Is sending into China that different from the western world? 3

4 The Similarities Many of the best practices are followed Engagement is key IP reputation is important frequency Use consistent IP range, consistent from address and sender address Segment transactional and promotional messages DKIM, SPF Domains listed in major RBL will impact delivery in China as well Functional, and easy to use unsubscribe mechanism Implement list-unsubscribe No falsifying or forging, concealing, confusing the source of the message Pay attention to image to text ratio Apply for whitelisting, and feedback loops Do not use a purchased list or import address from a website 4

5 Similarities: Reporting Spam to Government Agency Recipients can report SPAM to the FTC and/or FCC Report SPAM to your carrier by forwarding message to 7726 (SPAM) Forward unwanted messages to Recipients can lodge a complaint to Reporting Center for the China Internet Association by the Ministry of Industry and Information Technology. index.html Forward text to the shortcode to report spam or to abuse@12321.cn 5

6 Similarities: Bulk Mail Programs 6

7 The Differences 7

8 Additional China Specific Best Practices content has to contain valid contact methods, including the sender s address The From address must be simple and clear to easy identify the sender if not may be rejected Application for whitelisting, and feedback loops China s Anti-Spam Law: Regulations on Internet Services Explicit consent must be received prior to sending commercial electronic messages. The consent has to be recorded and stored indefinitely for verification in case of an audit Commercial s must be labeled with AD in the front of their subject line Senders must comply with content restrictions. Article 57 of the Regulations on Telecommunications details these words and topics. For example: Democracy Dalai Lama Truthfulness Compassion Description of pornography, gambling, tobacco Disclaimer: This is not legal advise. You should consult with your own legal advisors regarding compliance with these laws. 8

9 Penalties Penalty for non-compliance is subject to penalties from 10,000 RMB (approximately $1,450) and up to 30,000 RMB (U.S. $4,345) per in case the violation involves unlawful proceeds. The law doesn t specify what such unlawful proceeds might mean. The regulations are enforced by a report-based system. Consumers and/or ISPs to report an official complaint with the appropriate Chinese authorities to initiate the regulatory action. 9

10 Differences: Reporting Spam to Government Agency They are a blacklisting organization They will investigate, analyze the complaint, and monitor activity from the reported complaint Work with relevant government departments to investigate and deal with the spammer s network Other matters entrusted by the Ministry of Industry 10

11 QQ.Com and Permission 11

12 QQ.Com Feedback Loop QQ.Com feedback loop requirements: Create an account; must have a Chinese business license postmaster@example.com for confirmation . mailforfeedback@example.c om for receiving the feedbacks The FBL will contain; FBL contain full header Original mail-from Original rcpt to address 12

13 QQ.Com Version of Postmaster Tools QQ.com has a site that will allow senders to analyze recipients behavior towards their campaign. His Domain Interchange Allows the sender to view data pertaining to read rates, delete rates, and complaints Information can be viewed by day, by IP or by domain Getting started with His domain interoperability management : Select His domain Interchange Complete application: Ensure you have admin rights to the domain name Processing can take up to 7 business days Receipt of confirmation , verify the link in the 13

14 His Domain Interoperability 14

15 The Report 15

16 Sina.com Feedback Loop Sina.com is also known aschengxin.mail.sina.com Similar to QQ.com, a Chinese business license is required FBL sign up is similar to most 16

17 Sina.com Reputation Tools Sina.com reputation tools gives each sender a credit rating score The score correlates to the allowed connection and throughput settings The higher the level, the better the reputation, and increased connection and throughput. 17

18 Sina.com Reputation Tools When you click on How to Upgrade, spam complaints, monthly volume, and volume for the first 2 weeks of the month are reviewed. It is at the discretion of Sino.com to change your level. 18

19 Netease.com / 163.com Recommended no more than 3000 per hour, no more than 100,000 per day. To exceed this number, please cut the sending task and schedule it to be delivered at different times. For more suggestions, please refer to the mail delivery specification. They do not have a FBL, nor any white listing. But they have a monitoring tool called His Domain Mail Monitoring. to assist senders improve their quality. An account needs to be created and domains and IPs can be added to the account to view: Read volume Complaint volume Deleted volume Amount of advertisements and subscriptions Trashed or blocked volume Failure rate 19

20 The Maybe Traditional IP warming is not required. But the Chinese ISPs short bandwidth, and low acceptance levels basically give all senders a starting point when entering this market. The most common mistakes most senders make when entering this market: Unfamiliarity of the accepted frequency Unfamiliarity of content requirements 20

21 Chinese ISP Guidelines QQ.com: Netease.com : Sino.com

22 Experian Global Deliverability Ops Team Evelyn Matthew (EMEA) Gene (NA)? Marius Thibaut John? Eduard? Israel Isabelle Andrew Denise Roger Meng Jie 22

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