Email Best Practices

Big Biller’s emailer allows you to send outgoing emails right from the database. You can send these emails individually, or in a mass format. Sending mass emails from the software allows you to stay in front of your candidates and contacts, all while increasing your chances of making more placements.

When sending these types of emails, deliverability will be based on not only your server’s reputation (Big Biller), but also the reputation of your own domain. Big Biller has implemented an email grading and monitoring system for our own servers, but it’s important to follow good email practices to maintain a strong reputation for your domain as well.

What determines your email reputation?

  • Your sending history and email stats
  • The amount of times your emails are marked as SPAM

What’s SPAM?

  • In a nutshell, SPAM is unsolicited or unwanted email
  • It’s important to avoid sending SPAM to remain in compliance with the CAN-SPAM Act
    • This is a law that sets the rules for commercial email messages and gives the recipient the right to have you stop emailing them
    • The CAN-SPAM Act spells out 7 factors to remain in compliance with the law
    • Failing to comply with these factors can result in hefty fines

CAN-SPAM Act’s 7 Factors

  • No false or misleading headers
  • No deceptive subject lines
  • Message must be advertised as an advertisement
  • Include your company’s address in the message
  • Recipients must be able to easily opt out
    • Click here to read more about Big Biller’s Unsubscribe feature
  • Opt-outs must be handled properly
    • Big Biller has you covered, see link above
  • Monitor what others do on your behalf
    • This mostly refers to marketing companies

Click here to learn more about the CAN-SPAM Act


Other factors to consider:

  • Avoid buying lists and systems that scrape and provide contact information
    • Since you do not have permission to email these people, you are way more likely to be marked as SPAM
  • Pay close attention to open rates
    • Use Hotlists to separate out those who open vs those who don’t
    • Sendgrid suggests removing email addresses from your marketing list if they haven’t opened one of your emails in the past 30 days
    • No opens = not interested = more likely to report emails as SPAM
  • Keep your promises
    • Only send content your recipients have agreed to receive
    • Stick to the original communicated schedule
  • Send what you said you’d send, and at a rate that you said you’d send it

To avoid being marked as SPAM, maintain a good sending history and increase email engagement, you’ll want to follow some content best practices:


To make sure you’re maintaining high rates of deliverablity: