Anyone who’s worked with me knows I’m big fan of the cold email. When applying for a job, I actually believe your application isn’t complete until you’ve sent one.
What is a cold email?
Well, in my definition, it’s reaching out by email to someone you do not know. Since The Prepary is all about the job search, we’re talking about using cold emails to express interest in a certain company or job. Note that I consider a second-degree connection to someone—or a person you’ve gotten an introduction to—more of a “warm email.”
When is it most effective to send one?
Some people will say it’s very effective to send cold emails just to network, ask someone for coffee, or find out how to get into a certain company. I don’t feel this way.
Keeping in mind that the person you’re emailing is a complete stranger and doesn’t owe you anything at all, I recommend using cold emails in a very specific way: To express interest in a job that you are both passionate about and qualified for.
So what makes a great cold email? There are really three main components that I find important.
1. You’re offering something to the recipient versus asking for something
For me, this is the most important point. When’s the last time you went out of your way to help a complete stranger get a job? My guess is that it doesn’t happen often. No one is going to hand you an interview because you happened to email. They’re a lot more likely to help you out if there’s something in it for them.
What’s in it for them you might ask? Well, say you’re cold-emailing about a public relations assistant job. Let’s assume you’re either reaching out to a recruiter at the company or someone on the public relations team. If that public relations assistant role is posted online and open, it means they’re trying to fill it. Filling a job is hard work—it’s difficult to find great candidates who are also a good match for the work environment and team culture.
If you’re qualified for that public relations assistant job, know a ton about the company, and are dying to work there, you reaching out is helping them solve the problem of needing to fill that job.
As long as there’s something in it for them, you’re already on the right track to making your cold email effective.
As long as there’s something in it for them, you’re already on the right track to making your cold email effective.
So what’s in it for them? An amazing candidate is essentially showing up at their doorstep! Of course, there are also other things that you can “bring to the table.” Perhaps you can offer feedback on a product or knowledge in a certain area, or you’re volunteering to help on a project.
2. It’s personalized and thoughtful
Copying and pasting the same exact cover letter and changing the company name isn’t going to work, and the same thing applies to cold emails. An impersonal and hasty cold email isn’t going to be effective.
A great cold email is personalized. With today’s resources, even if someone is a complete stranger, they’ll likely still have an online presence. Understanding their work history via LinkedIn, reading a blog post they wrote, or finding some other way to relate to them will help your outreach.
People like to know that if they’re taking the time to read something, you actually took some time to write it. So make sure you come across as thoughtful and not “mass-email-y”—a term I just made up.
3. It’s respectful and not entitled
You may want to check out this related post that covers the basic etiquette of reaching out cold. The most important piece of etiquette is to not make it sound like the recipient owes you anything or that you’re entitled to their time or help in any way.
There’s nothing worse than someone demanding to meet with you or coming across as arrogant. I don’t even know you, remember? So that’s the first way to get me to the delete button.
In closing…
Cold emails are a great way to get your resume seen and considered—take a look at this success story. You won’t get a response every time, but it sure will save you from the resume black hole.
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