Any version of Alibaba Cloud enterprise email service is prohibited from sending marketing emails. For more information about the marketing email standards and relevant specifications, see Anti-Spam Center of the Internet Society of China.
internet society of china email marketing specification (V1.2)
Source: Anti-Spam Center
I. General
1.1 is to regulate the marketing behavior in the form of e-mail, unify the basic requirements of e-mail marketing [Note 1], provide a basis for receiving and sending e-mails of marketing content, and protect the legitimate rights and interests of e-mail users. According to relevant laws and regulations of our country, this specification is formulated.
1.2 This specification is applicable to the development and evaluation of e-mail marketing activities.
1.3 This specification is formulated on the basis of the Measures for the Administration of Internet E-mail Services (Order No. 38 of the Ministry of Information Industry of the People's Republic of China). In addition to implementing this specification, e-mail marketing shall also comply with the provisions of the Measures for the Administration of Internet E-mail Services and the relevant standards currently in place in other countries.
II. Basic Provisions
2.1 The Internet Society of China implements registration and filing management for email marketing service providers [Note 2]. The email marketing service provider shall register the IP address used by the email sending server [Note 11] and related information with the Anti-Spam Information Center of the Internet Society of China for the record before launching email marketing activities, and comply with the following regulations:
2.1.1 IP address to be reported and related information
(1) Basic information about the filing unit, including the name of the filing unit, the address of the filing unit, the nature of the filing unit, the organization code of the filing unit, the registration number of the business license of the filing unit, the business scope of the filing unit, the registered capital of the filing unit, the domain name of the website of the filing unit, the name of the legal representative of the filing unit, the name of the contact person of the filing unit, the phone number of the contact person, the email of the contact person, and the instant messaging method of the contact person.
(2) Information about the allocation and use of the IP address of the email sending server of the ICP filing organization, including the number of IP addresses used by the ICP filing organization to send emails, the IP address segment, the name of the company to which the IP address belongs, the domain name corresponding to the IP address, and the marketing email sent corresponding to the IP address [Note 3] The nature and type (such as transactional email and commercial email).
(3) The filing entity may voluntarily report information about each email marketing campaign, including the IP address, domain name, email address of the sender, email HELO information [Note 19], number of recipients, sending cycle, average sending rate [Note 10], maximum sending rate per IP address, nature /type of marketing emails (such as transactional emails and commercial emails), and original or sample letters of marketing emails.
(4) Other information that needs to be filed.
2.1.2 If the email marketing service provider intends to change the email marketing service information, it shall go through the change registration procedures in advance.
2.1.3 The filing information submitted by the email marketing service provider must be complete, true, effective and in accordance with the relevant laws and regulations of China.
2.1.4 The Anti-Spam Information Center of the Internet Society of China is responsible for reviewing the filing materials submitted by email marketing service providers and issuing email marketing filing qualification certificates to filing units that meet the requirements.
2.2 email marketing service providers shall ensure that all domain name and IP address registration information related to email services is updated correctly, completely and in a timely manner, and comply with the following provisions:
2.2.1 The IP address of the server that sends emails must use a static IP address [Note 12] and IP reverse resolution [Note 13] has been taken.
2.2.2 We recommend that the domain name of the email address that sends the email address be the same as the domain name information that is reversely resolved by the IP address of the email address that sends the email address. SPF resolution has been adopted [Note 14].
2.2.3 We recommend that you use DKIM [Note 15] 、DMARC [Note 16] and other anti-spam technologies to improve the reputation of domain names and IP addresses related to email sending.
2.2.4 Pay attention to the list of well-known RBL organizations [Note 17]. If you find that domain names, IP addresses or email addresses related to sending emails appear on the list of well-known RBL organizations [Note 17], you should take timely measures to appeal and unblock them.
2.2.5 It is recommended that the server that sends transactional mail and commercial mail be assigned different IP addresses and sending email addresses.
2.2.6 accounts with special functions, such as postmaster @ account (mail administrator account) or abuse @ account (complaint account), must be effective and managed and maintained by special personnel.
2.3 email marketing service providers shall establish reliable and valid subscription to the [5] and unsubscribe [9] mechanism and to comply with the following provisions:
2.3.1 Marketing emails may not be sent to the recipient without the express permission of the email recipient. The process and content of obtaining the recipient's permission should be clear and clear, and do not violate the relevant laws and regulations of our country. The email marketing service provider shall publish the strategy for obtaining the recipient's permission and keep a record of the recipient's permission to receive the marketing email in order to provide the recipient with relevant information when needed.
2.3.2 The marketing email must be provided to the recipient with at least one way to unsubscribe and specific operation method. The unsubscribe information should be eye-catching and clear, and the unsubscribe operation method should be simple and effective.
2.3.3 Ensure that unsubscription requests can be sent normally and can be automatically responded to and processed in a timely manner. Users shall not be forced to submit unsubscribe reasons or set unsubscribe conditions, and the unsubscribe request shall take effect within 3 working days after it is issued.
2.4 email marketing service providers shall regulate the use and maintenance of their marketing users' [Note 4] email address list [Note 6] and comply with the following provisions:
2.4.1 E-mail marketing service providers have an obligation to keep confidential the personal information and e-mail addresses of marketing users. Without the user's consent, the user's personal information and e-mail address shall not be disclosed, unless otherwise provided by laws and administrative regulations.
2.4.2 Email marketing service providers shall establish secure and reasonable privacy policies [Note 8]. The use of personal information and e-mail addresses of marketing users shall be consistent with the purpose of collection and shall not be used for purposes other than those of collection without the consent of users.
2.4.3 It must be ensured that each e-mail address is obtained with the permission of the user. Try to ensure that every email address is real and valid.
2.4.4 The error code returned by the server receiving the e-mail during the delivery of the e-mail shall be handled reasonably [Note 7]. For e-mail addresses whose return codes indicate that they do not exist, they should be removed from the sending list in a timely manner. For e-mail addresses with consecutive delivery errors, we recommend that you adjust the delivery policy in a timely manner to reduce situations that may cause errors to occur.
2.5 email marketing service providers should use the standardized email format and content and comply with the following regulations:
2.5.1 The content of marketing e-mail shall not violate the relevant laws and regulations of our country.
2.5.2 The marketing email format shall comply with international standards (see RFC 2822). If the email contains HTML format, it should follow the [Note 18] design specifications published by the World Wide Web Consortium (W3C).
2.5.3 The marketing email shall indicate the identity of the sender of the email and the real returnable email sending address. The header and letter of the message must accurately reflect the content, true source and purpose of the message. The body of the message should contain details such as the sender's name, address, contact number, and email address.
2.5.4 The subject and content of the marketing email must match. The body should be consistent with the subscription content of the marketing user.
2.5.5 Effective measures shall be taken to protect minors and identify minor mail subscribers as much as possible. When a marketing email contains content that is not suitable for minors to read, the recipient's age should be verified in advance to ensure that the recipient reaches the age of legal reception and reading. The marketing email sent to minors should obtain the permission of their guardian, and the content conforms to the knowledge level, experience and psychological maturity of the population of this age group.
2.6 email marketing service providers should establish a good communication channel with the mail recipient and refer to the following regulations:
2.6.1 The Anti-Spam Information Center of the Internet Society of China is responsible for assisting the communication and coordination between the e-mail marketing service provider and the mail receiving organization. When problems occur in the mail transmission process, they can communicate in a timely and effective manner to ensure that the problems are solved as soon as possible.
2.6.2 The Anti-Spam Information Center of the Internet Society of China shall assist email marketing service providers and email receiving organizations to establish an information feedback mechanism to improve the service level of email marketing service providers.
2.6.3 The Anti-Spam Information Center of the Internet Society of China shall supervise e-mail marketing activities and evaluate the reputation of e-mail marketing service providers.
2.6.4 E-mail marketing service providers shall establish a fair, efficient, safe and easy-to-use e-mail complaint system, provide convenient complaint methods for marketing users in marketing e-mail, and accept complaints from marketing users to marketing e-mail. For the marketing e-mail complained about, we should immediately carry out investigation, take reasonable and effective preventive or handling measures, and timely report the relevant situation and investigation results to the relevant state organs such as the provincial communication administration or the 12321 network bad and spam information report acceptance center.
2.6.5 The email marketing service provider shall limit the sending rate of marketing emails in accordance with the requirements of the mail recipient. The email recipient shall feed back the email sender the email server error information that has not been delivered successfully. For reputable and well-behaved e-mail marketing service providers, mail recipients can appropriately relax the sending rate of marketing e-mail.
2.7 e-mail marketing service providers should actively cooperate with provincial communications administrations and other relevant state agencies and 12321 network bad and spam reporting and acceptance centers to carry out investigations.
2.8 The Internet Society of China has the right to interpret and modify this specification.
2.9 This specification shall come into effect on the date of promulgation.
Note:
1. E-mail marketing: refers to marketing activities carried out through e-mail.
2. E-mail marketing service provider: also the sender of marketing e-mail, refers to the unit or individual that provides e-mail marketing services, including the unit or individual that directly carries out e-mail marketing activities and the unit or individual that accepts the entrustment to carry out e-mail marketing activities.
3. Marketing e-mail: refers to e-mail with marketing function. According to the purpose of sending e-mail, it is divided into transactional mail and commercial mail.
3.1 transactional email is an email that is triggered by the recipient and has been allowed to be sent by the sender for the primary purpose of moving, completing, or confirming the associated process. Common categories include:
(1) Account-related: account activation, information verification, account binding, password modification, password retrieval, etc.
(2) Transaction information: order notice, payment notice, refund notice, logistics notice, transaction complaint, etc.
(3) Billing information: statements, running bills, reminders, account changes, etc.
(4) Other types.
3.2 commercial mail refers to any e-mail sent for the main purpose of promoting or promoting certain goods or services (including the content of commercial websites). Common categories include:
(1) Periodical information: update notices, various periodicals, various reports, etc.
(2) Product promotion: new product promotion, end-of-season promotion, discount package, discount, points discount, etc.
(3) Member marketing: friend invitation, member care, theme activities, user research, etc.
(4) Other types.
3.3 transactional mail is considered a commercial mail if it comes with commercial content.
4. Marketing users: refers to the object of e-mail marketing activities, that is, e-mail users who receive marketing e-mail.
5. Subscription: refers to the act of pre-ordering and agreeing to receive customized marketing emails by marketing users.
6. Mailing list: refers to the list of e-mail addresses of users who have subscribed to a certain type of marketing e-mail, which is the object of sending such marketing e-mail.
7. Error code /hard return /soft return: refers to that during the SMTP sending process of mail, the receiving server will return a return message to the sending server every time it processes an SMTP command to indicate the execution result of this SMTP command.
If the returned information starts with 4XX (such as 450, etc.), it means that the receiver temporarily rejects the mail, which is called soft return;
If the returned information starts with 5XX (such as 550, etc.), it means that the receiver permanently rejects the mail and is called a hard return.
The two types of codes listed above are customarily called error codes.
8. Privacy policy: refers to the type, collection method and collection technology of marketing user information collected by e-mail marketing activities, as well as the object and purpose of providing the information. The privacy policy should also include security measures, responsibilities and implementation processes for user information protection.
9. Unsubscribe: Refers to the act of unsubscribing marketing emails by marketing users.
10. Send rate: refers to the total number of emails sent per unit time.
11. IP Address /IP Segment
The IP address is a unique number used to locate computers on the Internet. The format of the address is 159.XX.XX. 1. A combination of multiple IP addresses is called an IP segment.
The IP address is identified during the email sending process to determine the location of the sender and receiver of the email.
12. Static IP Address
Refers to the long-term fixed allocation to the IP address used by a computer, generally assigned by the network operator.
13. IP reverse resolution
IP reverse resolution is a commonly used anti-spam technology. There are two areas in the commonly used DNS server, namely "forward lookup area" and "reverse lookup area". The forward lookup area refers to domain name resolution, and the reverse lookup area is IP reverse resolution, referred to as PTR record, which is used to obtain the domain name pointed to by the IP address by querying the PTR record of the IP address.
PTR records need to be configured by the network operator (ISP) that provides the IP address.
14. SPF
SPF(Sender Policy Framework) is a technology that authenticates the identity of email senders through IP addresses. It is a very efficient anti-spam technology. It is used to register all IP addresses of legitimate sending mail owned by a domain name by publishing a TXT record in DNS.
15. DKIM
DKIM(DomainKeys Identified Mail) is an anti-spam technology to prevent fraudulent mail. DKIM requires the mail sender to insert DKIM-Signature and electronic signature information into the header of the email, while the mail receiver obtains its public key through DNS query and then verifies the legality.
16. DMARC
DMARC(Domain-based Message Authentication, Reporting and Conformance) is an anti-spam technology to prevent fraudulent mail. DMARC combines SPF and DKIM technologies to identify fraudulent emails by checking the legality of the sender of the email header.
17. RBL
RBL(Real-time Blackhole List), that is, real-time blacklist list, is a blacklist service provided by some internationally renowned anti-spam organizations that maliciously send spam senders email addresses, IP addresses, URL addresses, etc. If it has been included by RBL, you need to go to the corresponding RBL official website to verify and apply for removal.
Common well-known RBL organizations, such as the Anti-Spam Center of the Internet Society of China, spamhaus,Maps,sorbs,uribl, and surbl.
18. w3.org specifications
Various Web design specifications jointly developed and published by the World Wide Web Consortium (W3C). These specifications should be referred to when the body of the message is organized in the form of a web page.
19.HELO
The command field in the email header used by the sender to identify himself.
Appendix:
Email Marketing Common Metrics
1. The amount sent.
Number of marketing emails sent
2. Arrival
Number of marketing emails sent-Number of marketing emails returned
3. Arrival rate
Number of marketing emails reaching the recipient's mailbox /Number of marketing emails sent x 100%
4. Return rate
Number of marketing emails returned /number of marketing emails sent x 100%
5. Hard bounce rate
Number of hard-returned marketing emails /Number of marketing emails sent x 100%
6. Soft bounce rate
Number of soft bounced marketing emails /Number of marketing emails sent x 100%
7. Opening Rate
Number of Recipients Opened Marketing Email /Number of Recipients Received Marketing Email × 100%. Duplicate Open Email is not counted.
8. Hit rate
Number of recipients who clicked on the link in the marketing e-body /Number of recipients who received marketing e-mails ×100%, not counting repeated clicks.
9. Click Open Rate
The number of recipients who clicked the link in the marketing e-body /the number of recipients who opened the marketing e-mail ×100%, and the cases of repeated clicks and repeated openings are not counted.
10. Unsubscribe Rate
Number of recipients who unsubscribe from marketing emails /Number of recipients who receive marketing emails x 100%
11. Complaint rate
Number of marketing emails complained about /Number of marketing emails reaching the recipient's mailbox x 100%
12. Credibility
The result of the evaluation of the credibility and quality of the marketing e-mail service by the mail recipient or a third-party organization.
Reference
Decree No. 38 of the Ministry of Information Industry of the People's Republic of China-Measures for the Administration of Internet E-mail Services
internet society of china-E-mail Service Guide (V1.1)
internet society of china-internet society of china internet public e-mail service specification
YD-T 1310-2004-Internet Advertising Email Format Requirements
YD-T 1311-2004-Technical Requirements for Preventing Internet Spam Email